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Children's Media - UK - December 2011

“There are fewer opportunities for today’s children to enjoy iconic shared TV moments; hence the growing importance of mainstream crossover family TV (and family-oriented gaming such as the Wii) in providing a form of collective cultural bonding between friends and between children and adults.”

– John Worthington, Senior Analyst

Some questions answered in this report include:

  • Is there a downside to multichannel children’s TV?
  • What opportunities do children’s media multitasking habits present?
  • Does radio still have a role in children’s media?
  • What is the outlook for children’s magazines?
  • Are early teens properly catered for by children’s media?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • Market factors
              • TV is still tops...
                • Figure 1: Media activities undertaken regularly (almost every day), by age of child, 2011
              • ...but children’s priorities are changing
                • Children’s programmes see investment decline
                  • Toy story
                    • Smartphones are the new black
                      • Figure 2: Take-up of mobile phones/smartphones, by age and gender of child, March-April 2011
                    • Radio and magazines declining
                      • Empty pockets
                        • Companies, brands and innovation
                          • Leading TV channels
                            • Top six web entities
                              • Pre-teen social media competition
                                • Radio cutbacks
                                  • Beeb leads in magazine sector
                                    • Multi-platform model
                                      • Social networking with a conscience
                                        • New forms of TV
                                          • The consumer
                                            • Bedroom hub
                                              • Diverse TV tastes
                                                • Figure 3: Type of TV programmes watched by children, October 2011
                                              • Radio listening highly music-oriented
                                                • Figure 4: Type of radio programmes listened to by children, October 2011
                                              • Teen girls are biggest magazine readers
                                                • Figure 5: Type of content read by children in magazines, comics and newspapers, October 2011
                                                • Figure 6: Activities done regularly by children on the internet via a desktop/laptop computer, October 2011
                                              • Video is most popular online activity
                                                • Social media on the move
                                                  • Figure 7: Activities done regularly by children on mobile devices, October 2011
                                                • Real-time discussions
                                                  • Figure 8: Attitudes towards TV, magazines, comics and newspapers, October 2011
                                                • Advertising divides opinions
                                                  • Love of learning
                                                    • Same old same old (websites)
                                                      • Figure 9: Attitudes towards the internet/technology, October 2011
                                                    • Age of the screenager
                                                      • What we think
                                                      • Issues in the Market

                                                          • Is there a downside to multichannel children’s TV?
                                                            • What opportunities do children’s media multitasking habits present?
                                                              • Does radio still have a role in children’s media?
                                                                • What is the outlook for children’s magazines?
                                                                  • Are early teens properly catered for by children’s media?
                                                                  • Future Opportunities

                                                                      • Trend: Influentials
                                                                        • Trend: No Degree, No problem
                                                                        • Internal Market Environment

                                                                          • Key points
                                                                            • Two TV camps
                                                                              • Figure 10: TV platforms, Q4 2006-Q1 2011
                                                                            • Nine in ten kids live in multichannel households
                                                                              • Figure 11: Digital TV access in home, by age of children and socio-economic group, 2007-11
                                                                              • Figure 12: Location of televisions in the home, July 2011
                                                                            • Increase in channels means increase in choice
                                                                              • Children watching more TV
                                                                                • Figure 13: Average hours of weekly TV viewing, by age of children, 2005-10
                                                                              • Most children are viewing in early evening
                                                                                • Figure 14: Size of the children’s (aged 4-15) television audience, by time of day, 2010
                                                                              • Post-watershed increase
                                                                                • Two thirds of viewing is in adult airtime
                                                                                  • Figure 15: Children’s (aged 4-15) total weekly viewing, by channel type, 2006-10
                                                                                • BBC kids’ channels grow market share
                                                                                  • Figure 16: Children’s (aged 4-15) total weekly viewing of children’s airtime, by channel type, 2006-10
                                                                                  • Figure 17: Volume of children’s programming on five main PSB channels in daytime, 2004-10
                                                                                  • Figure 18: Volume of children’s programming on the BBC’s digital channels: all day, 2004-10
                                                                                • Only 7% of multichannel TV hours are ‘first-run’ in-house
                                                                                  • Figure 19: Total multichannel hours and first-run originations/acquisitions, by genre, 2010
                                                                                  • Figure 20: Content spend by commercial multichannel companies in key genres, 2009 and 2010
                                                                                • X Factor most watched programme
                                                                                  • Figure 21: Top ten most watched programmes by children aged 4-15, 2010
                                                                                • BBC spending review
                                                                                  • Power of merchandise
                                                                                    • Prosperous porker
                                                                                      • Figure 22: Top ten bestselling character licences in the UK, 2010
                                                                                    • Thomas and Bob go West
                                                                                      • Nine in ten kids have web access
                                                                                        • Figure 23: Internet access (PC/laptop-based) in home, by age of child and socio-economic group, 2007-11
                                                                                      • The big six websites
                                                                                        • Figure 24: Web entities accessed most, by age of children, March 2011
                                                                                      • Underage networking
                                                                                        • Figure 25: Children's use of social networking sites, October 2011
                                                                                      • Smartphones take off among early teens
                                                                                        • Figure 26: Take-up of mobile phones/smartphones, by age and gender of child and socio-economic group, March-April 2011
                                                                                      • Active users
                                                                                        • Figure 27: Activities conducted on a smartphone – teens versus adults, March 2011
                                                                                        • Figure 28: Activities done less since having a smartphone – teens versus adults, March 2011
                                                                                      • Keep taking the tablets
                                                                                        • There’s an app for that
                                                                                            • Figure 29: Free versus paid mobile apps available in official storefronts, by leading mobile operating system providers, May 2011
                                                                                          • Radioheads drop
                                                                                            • Figure 30: Radio listening at home, by age of child, 2009-11
                                                                                          • Children’s mags decline
                                                                                            • Figure 31: Volume of UK magazines distributed, 2006-10
                                                                                          • Pre-school edutainment
                                                                                            • Timelord leads primary sector
                                                                                              • Bittersweet for Sugar
                                                                                                • No new consoles sees video game market fall
                                                                                                  • Figure 32: UK sales of consoles, by value, 2006-11
                                                                                                  • Figure 33: Value of the UK video games market, 2006-11
                                                                                                • Not in front of the children
                                                                                                • Broader Market Environment

                                                                                                  • Key points
                                                                                                    • Double-dip risk
                                                                                                      • Figure 34: GDP quarterly percentage change, Q1 2004-Q3 2011
                                                                                                      • Figure 35: UK consumer confidence index, December 2010-November 2011
                                                                                                    • Kids also take a pay cut
                                                                                                      • Figure 36: Weekly pocket money, by gender, July 2011
                                                                                                    • Growth in 5-9s
                                                                                                      • Figure 37: Trends in the age structure of the UK population, 2006-16
                                                                                                    • Single parent surge
                                                                                                      • Figure 38: Trends in marital status, by presence of own children, 2001-11
                                                                                                    • Staycations up, holidays abroad down
                                                                                                      • Figure 39: Overseas and domestic holiday trips, 2006-11
                                                                                                    • Indoor childhood
                                                                                                    • Competitive Context

                                                                                                      • Key points
                                                                                                        • Comparative media use
                                                                                                          • Figure 40: Media activities undertaken regularly (almost every day), by age of child, 2009-11
                                                                                                        • 12-15s spend 50 hours a week on TV, web, gaming and radio
                                                                                                          • Figure 41: Estimated weekly hours of media consumption at home, by age of child, 2011
                                                                                                        • Allegiance to TV is falling
                                                                                                          • Figure 42: Media activity children would miss the most, by age of child, 2007-11
                                                                                                      • Who’s Innovating?

                                                                                                        • Key points
                                                                                                          • Horribly successful
                                                                                                            • Milkshake launches magic app
                                                                                                              • Kinect TV
                                                                                                                • LazyTown comes to iPad
                                                                                                                  • Green monkey business
                                                                                                                    • Co-creating with kids
                                                                                                                      • New TV platforms
                                                                                                                        • Soap gets real
                                                                                                                          • Tailor-made SpongeBob
                                                                                                                          • Companies and Products Targeting Children

                                                                                                                            • TV
                                                                                                                              • CBBC
                                                                                                                                • CiTV
                                                                                                                                  • Channel 4/E4
                                                                                                                                    • Cartoon Network
                                                                                                                                      • Disney Channel
                                                                                                                                        • Nickelodeon
                                                                                                                                          • Pop TV
                                                                                                                                            • MTV
                                                                                                                                              • Internet
                                                                                                                                                • Facebook
                                                                                                                                                  • Bebo
                                                                                                                                                    • Club Penguin
                                                                                                                                                      • Stardoll
                                                                                                                                                        • Mind Candy
                                                                                                                                                          • YouTube
                                                                                                                                                            • Radio
                                                                                                                                                              • BBC Radio
                                                                                                                                                                • Fun Kids Radio
                                                                                                                                                                  • Comics and magazines
                                                                                                                                                                    • BBC Worldwide
                                                                                                                                                                      • Egmont
                                                                                                                                                                        • Sugarscape.com
                                                                                                                                                                        • Children’s TV and Computer Habits

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Multimedia hub
                                                                                                                                                                              • Figure 43: Children's use of TV and computer, October 2011
                                                                                                                                                                          • What do Children Watch on TV?

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Girls have broader TV tastes
                                                                                                                                                                                • Figure 44: Type of TV programmes watched by children, October 2011
                                                                                                                                                                            • What do Children Listen to on the Radio?

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Teenage girl music fans
                                                                                                                                                                                  • Figure 45: Type of radio programmes listened to by children, October 2011
                                                                                                                                                                              • What do Children Read in Magazines, Comics and Newspapers?

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Teenage girls are also biggest mag readers
                                                                                                                                                                                    • Figure 46: Type of content read by children in magazines, comics and newspapers, October 2011
                                                                                                                                                                                  • Boys prefer cartoons and sport
                                                                                                                                                                                  • What do Children do on the Internet via Desktops/Laptops?

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Video is top online activity
                                                                                                                                                                                        • Figure 47: Activities done regularly by children on the internet via a desktop/laptop computer, October 2011
                                                                                                                                                                                      • Seven in ten listen to music online
                                                                                                                                                                                        • Teen girls are most creative online
                                                                                                                                                                                          • Digital shop window
                                                                                                                                                                                          • What do Children do on Mobile Devices?

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Rise of mobile networking
                                                                                                                                                                                                • Figure 48: Activities done regularly by children on mobile devices, October 2011
                                                                                                                                                                                              • Half of 12-15s use apps to play games
                                                                                                                                                                                                • Newspaper apps for teens
                                                                                                                                                                                                • Children's Attitudes towards TV, Magazines, Comics and Newspapers

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Social TV watchers
                                                                                                                                                                                                      • Figure 49: Attitudes towards TV, magazines, comics and newspapers, October 2011
                                                                                                                                                                                                    • Ad divisions
                                                                                                                                                                                                      • Boys and their toys
                                                                                                                                                                                                        • Like to learn
                                                                                                                                                                                                        • Children’s Attitudes towards the Internet and Technology

                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                            • Online routines
                                                                                                                                                                                                              • Figure 50: Attitudes towards the internet/technology, October 2011
                                                                                                                                                                                                            • Parental controls weaken rapidly as kids get older
                                                                                                                                                                                                            • Appendix – Children's TV and Computer Habits

                                                                                                                                                                                                                • Figure 51: Children's use of TV and computer, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – What do Children Watch on TV?

                                                                                                                                                                                                                • Figure 52: Type of TV programmes watched by children, by children's use of TV and computer, October 2011
                                                                                                                                                                                                                • Figure 53: Most popular type of TV programmes watched by children, by demographics, October 2011
                                                                                                                                                                                                                • Figure 54: Next most popular type of TV programmes watched by children, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – What do Children Listen to on the Radio?

                                                                                                                                                                                                                • Figure 55: Type of radio programmes listened to by children, by most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 56: Type of radio programmes listened to by children, by next most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 57: Type of radio programmes listened to by children, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – What do Children Read in Magazines, Comics and Newspapers?

                                                                                                                                                                                                                • Figure 58: Type of content read by children in magazines, comics and newspapers, by most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 59: Type of content read by children in magazines, comics and newspapers, by next most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 60: Type of content read by children in magazines, comics and newspapers, by type of radio programmes listened to by children, October 2011
                                                                                                                                                                                                                • Figure 61: Most popular type of content read by children in magazines, by demographics, October 2011
                                                                                                                                                                                                                • Figure 62: Next most popular type of content read by children in magazines, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – What do Children do on the Internet via Desktops/Laptops?

                                                                                                                                                                                                                • Figure 63: Activities done regularly by children on the internet via a desktop/laptop computer, by children's use of TV and computer, October 2011
                                                                                                                                                                                                                • Figure 64: Activities done regularly by children on the internet via a desktop/laptop computer, by most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 65: Activities done regularly by children on the internet via a desktop/laptop computer, by next most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 66: Activities done regularly by children on the internet via a desktop/laptop computer, by type of radio programmes listened to by children, October 2011
                                                                                                                                                                                                                • Figure 67: Activities done regularly by children on the internet via a desktop/laptop computer, by most popular type of content read by children in magazines, comics and newspapers, October 2011
                                                                                                                                                                                                                • Figure 68: Activities done regularly by children on the internet via a desktop/laptop computer, by next most popular type of content read by children in magazines, comics and newspapers, October 2011
                                                                                                                                                                                                                • Figure 69: Most popular activities done regularly by children on the internet via a desktop/laptop computer, by demographics, October 2011
                                                                                                                                                                                                                • Figure 70: Next most popular activities done regularly by children on the internet via a desktop/laptop computer, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – What do Children do on Mobile Devices?

                                                                                                                                                                                                                • Figure 71: Activities done regularly by children on mobile devices, by children's use of TV and computer, October 2011
                                                                                                                                                                                                                • Figure 72: Activities done regularly by children on mobile devices, by most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 73: Activities done regularly by children on mobile devices, by next most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 74: Activities done regularly by children on mobile devices, by type of radio programmes listened to by children, October 2011
                                                                                                                                                                                                                • Figure 75: Activities done regularly by children on mobile devices, by most popular type of content read by children in magazines, comics and newspapers, October 2011
                                                                                                                                                                                                                • Figure 76: Activities done regularly by children on mobile devices, by next most popular type of content read by children in magazines, comics and newspapers, October 2011
                                                                                                                                                                                                                • Figure 77: Activities done regularly by children on mobile devices, by most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
                                                                                                                                                                                                                • Figure 78: Activities done regularly by children on mobile devices, by next most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
                                                                                                                                                                                                                • Figure 79: Most popular activities done regularly by children on mobile devices, by demographics, October 2011
                                                                                                                                                                                                                • Figure 80: Next most popular activities done regularly by children on mobile devices, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – Children's Attitudes towards TV, Magazines, Comics and Newspapers

                                                                                                                                                                                                                • Figure 81: Attitudes towards TV, magazines, comics and newspapers, by children's use of TV and computer, October 2011
                                                                                                                                                                                                                • Figure 82: Attitudes towards TV, magazines, comics and newspapers, by most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 83: Attitudes towards TV, magazines, comics and newspapers, by next most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 84: Attitudes towards TV, magazines, comics and newspapers, by most popular type of content read by children in magazines, comics and newspapers, October 2011
                                                                                                                                                                                                                • Figure 85: Attitudes towards TV, magazines, comics and newspapers, by next most popular type of content read by children in magazines, comics and newspapers, October 2011
                                                                                                                                                                                                                • Figure 86: Attitudes towards TV, magazines, comics and newspapers, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – Children's Attitudes towards the Internet and Technology

                                                                                                                                                                                                                • Figure 87: Attitudes towards the internet/technology, by children's use of TV and computer, October 2011
                                                                                                                                                                                                                • Figure 88: Attitudes towards the internet/technology, by most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 89: Attitudes towards the internet/technology, by next most popular type of TV programmes watched by children, October 2011
                                                                                                                                                                                                                • Figure 90: Attitudes towards the internet/technology, by most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
                                                                                                                                                                                                                • Figure 91: Attitudes towards the internet/technology, by next most popular activities done regularly by children on the internet via a desktop/laptop computer, October 2011
                                                                                                                                                                                                                • Figure 92: Attitudes towards the internet/technology, by most popular activities done regularly by children on mobile devices, October 2011
                                                                                                                                                                                                                • Figure 93: Attitudes towards the internet/technology, by next most popular activities done regularly by children on mobile devices, October 2011
                                                                                                                                                                                                                • Figure 94: Attitudes towards the internet/technology, by attitudes towards TV, magazines, comics and newspapers, October 2011
                                                                                                                                                                                                                • Figure 95: Attitudes towards the internet/technology, by demographics, October 2011
                                                                                                                                                                                                            • Appendix – Children’s Use of Social Networking Sites

                                                                                                                                                                                                                • Figure 96: Children's use of Facebook, by demographics, October 2011
                                                                                                                                                                                                                • Figure 97: Children's use of Twitter, by demographics, October 2011
                                                                                                                                                                                                                • Figure 98: Children's use of other sites, by demographics, October 2011

                                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                                            • America Online UK (AOL UK)
                                                                                                                                                                                                            • Asda Group Ltd
                                                                                                                                                                                                            • Bebo Inc
                                                                                                                                                                                                            • Blackpool Pleasure Beach Limited
                                                                                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                                                                                            • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                            • CBS Corporation
                                                                                                                                                                                                            • Channel 4
                                                                                                                                                                                                            • Childline
                                                                                                                                                                                                            • Co-operative Group
                                                                                                                                                                                                            • DC Thomson & Co Ltd
                                                                                                                                                                                                            • Egmont International Holding A/S
                                                                                                                                                                                                            • Facebook, Inc.
                                                                                                                                                                                                            • GCap Media
                                                                                                                                                                                                            • GMG Radio
                                                                                                                                                                                                            • Google, Inc.
                                                                                                                                                                                                            • H&M Hennes & Mauritz
                                                                                                                                                                                                            • HIT Entertainment Ltd.
                                                                                                                                                                                                            • J. Sainsbury
                                                                                                                                                                                                            • Mattel Inc.
                                                                                                                                                                                                            • MTV Europe (UK)
                                                                                                                                                                                                            • MTV Networks
                                                                                                                                                                                                            • MySpace.com
                                                                                                                                                                                                            • Nickelodeon Networks
                                                                                                                                                                                                            • Paramount Pictures Corporation
                                                                                                                                                                                                            • Random House, Inc.
                                                                                                                                                                                                            • Sony Corporation of America
                                                                                                                                                                                                            • Tesco Plc
                                                                                                                                                                                                            • The Cartoon Network
                                                                                                                                                                                                            • Time Warner Inc.
                                                                                                                                                                                                            • Turner Broadcasting System, Inc.
                                                                                                                                                                                                            • Twitter, Inc.
                                                                                                                                                                                                            • Universal Music Group
                                                                                                                                                                                                            • Viacom Inc.
                                                                                                                                                                                                            • Walt Disney Company, The
                                                                                                                                                                                                            • Warner Music Group
                                                                                                                                                                                                            • Wm Morrison Supermarkets
                                                                                                                                                                                                            • YouTube, Inc.

                                                                                                                                                                                                            Children's Media - UK - December 2011

                                                                                                                                                                                                            £1,995.00 (Excl.Tax)