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Children's Media - UK - December 2012

Whilst the depth of interaction is greater for new media formats like applications or interactive digital games, television remains the single largest, most important way of broadcasting an idea or franchise to millions of children, quickly and easily. Those online franchises like Moshi Monsters that begin life as digital activities seek to branch out into television adverts and shows as soon as financially viable, in order to spread their brand message.

– Samuel Gee, Technology Analyst

Some questions answered in this report include:

  • How important is children’s TV in the new media landscape?
  • What benefits are there to creating educational content for children?
  • Will eReaders become popular with children?
  • Should content providers rely on social media to spread awareness of their offering amongst young children?
  • How can young children on newer technology be monetised?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market factors
              • Children’s television increases in scope with digital broadcast
                • BBC axed 75% of children’s radio hours in 2011
                  • Children’s magazines fell in volume by 36% between 2007 and 2011
                    • Wii U may increase child console interaction
                      • Value of children’s book sales falls though publishers support the format
                        • Companies, brands and innovation
                          • Alicia Keys launches ‘Journals of Mama Mae and LeeLee’ storytelling app for kids
                            • Amount of broadcast BBC TV children’s content falls, though not as much as radio content
                              • Cross-platform offering boosts Moshi Monsters Magazine circulation
                                • The consumer
                                  • Technology in children’s homes
                                    • Figure 1: Technology owned in children’s homes, October 2012
                                  • Activities carried out by parents with children on different devices
                                    • Figure 2: Activities carried out by parents with children on different devices, October 2012
                                  • How long do parents use technology with children?
                                    • Figure 3: Hours spent using technology with children per week, October 2012
                                  • Parents’ attitudes towards using technology with children
                                    • Figure 4: Attitudes towards using technology with children, October 2012
                                  • Children’s technology ownership
                                    • Figure 5: Children’s technology ownership, October 2012
                                  • How often children use technology
                                    • Figure 6: How often children use technology, October 2012
                                  • Activities carried out on tablets by children
                                    • Figure 7: Activities children do on tablets, October 2012
                                  • Second screens
                                    • Figure 8: Proportion of children who second screen, October 2012
                                    • Figure 9: What children use a desktop computer or laptop computer for whilst watching TV or a DVD, October 2012
                                  • What we think
                                  • Issues in the Market

                                      • How important is children’s TV in the new media landscape?
                                        • What benefits are there to creating educational content for children?
                                          • Will eReaders become popular with children?
                                            • Should content providers rely on social media to spread awareness of their offering amongst young children?
                                              • How can young children on newer technology be monetised?
                                              • Trend Application

                                                  • Trend: Help me help myself
                                                    • Trend: Edutainment
                                                      • 2015 Trend: Old Gold
                                                      • Market Background

                                                        • Key points
                                                          • Television
                                                            • Digital TV maintains dominance
                                                              • Figure 10: TV platforms, by market share, Q1 2008-Q1 2012
                                                              • Figure 11: Digital TV access in the home, by age of children and socio-economic group, 2007-12
                                                            • Four in ten have television in their child’s bedroom
                                                              • Figure 12: Location of televisions in the home, July 2012
                                                              • Figure 13: Presence of TVs in children’s bedrooms, by age, March 2012
                                                            • Decline in share of programming attributed to children’s TV is arrested
                                                              • Figure 14: Genre mix on BBC1, BBC2, ITV, Channel 4 and Channel 5 in pre-watershed broadcasting, 2002-11
                                                            • Approximately 110,000 broadcast hours of repeats
                                                              • Figure 15: Total broadcast time by genre, all hours and first-run hours, 2010-11
                                                              • Figure 16: Total broadcast time across UK digital channels, by genre 2011-12
                                                            • Decline in first-run content contemporaneous with small increase in spend
                                                              • Figure 17: Content spend by commercial multichannels* in key genres, 2010-11
                                                            • Viewing times for children gently increase
                                                              • Figure 18: Average hours of weekly TV viewing, by age of children, 2007-12
                                                            • Most watched shows are crossover
                                                              • Figure 19: Top ten most watched programmes by children aged 4-15, 2011
                                                            • Commercial channels dominate children’s viewing time
                                                              • Figure 20: Children’s total weekly viewing of children’s airtime, by channel type, 2007-11
                                                            • On-demand services are high
                                                                • Figure 21: Use of on-demand TV services, by age, gender and socio-economic group, March 2012
                                                                • Figure 22: Proportion of six to 14-year-olds using video on demand sites, October 2009-August 2012
                                                              • Radio
                                                                • Radio listening remains solid, though device ownership drops
                                                                  • Figure 23: Presence of a radio set in a child’s bedroom, by age, 2007-12
                                                                  • Figure 24: Radio listening at home, by age of child, 2009-11
                                                                • Magazines
                                                                  • Fall in circulation for 2011 slower than in previous years
                                                                    • Figure 25: Volume of UK magazines distributed, 2007-11
                                                                  • Content aimed at younger children doing slightly better
                                                                      • Figure 26: Top five individual children’s and teenage magazines, by circulation, January 2012-June 2012
                                                                    • Video games
                                                                      • Fewer children own games consoles in the bedroom in 2012 than 2011
                                                                        • Figure 27: Presence of a games console in children’s bedrooms, by age, March 2012
                                                                        • Figure 28: Value of games console sales, 2007-12
                                                                      • Wii U may increase child console interaction
                                                                        • Books
                                                                          • Children’s book sales fall 15% between 2007 and 2011.
                                                                            • Figure 29: UK total sales of physical books, by value, by segment 2007-11
                                                                          • Some publishers embrace new media
                                                                            • Technological landscape
                                                                              • Internet penetration grows
                                                                                • Figure 30: Internet access (PC/laptop/netbook-based) at home, by age of child and socio-economic group, 2007-12
                                                                                • Figure 31: Where the child mostly uses the internet, by age, 2008-12
                                                                              • Younger children socialise through online games
                                                                                • Figure 32: Top ten internet activities carried out at least once a week, by age, March 2012
                                                                              • Age brings a tendency to use media more
                                                                                • Figure 33: Top five activities performed at least once a week by children, by age, March 2012
                                                                              • Smartphone ownership increasing
                                                                                • Figure 34: Ownership of mobile phones/smartphones, by age and gender of child and socio-economic group, March 2012
                                                                              • A quarter of 13-17-year-olds download at least one application a month
                                                                                • Figure 35: Number of applications downloaded onto a smartphone per month by children aged 13 to 17, November 2012
                                                                                • Figure 36: Split of free and paid applications, May 2011
                                                                                • Figure 37: Split of free and paid applications, May 2012
                                                                              • Music download services more popular than streaming services
                                                                                • Figure 38: the source of music played through children’s mobile phones, November 2012
                                                                              • Age makes a significant difference to mobile usage
                                                                                • Figure 39: Mobile phone activities carried out by owners at least once a week, by age, March 2012
                                                                            • Who’s Innovating?

                                                                              • Key points
                                                                                • Moshi Monsters migrating to tablets
                                                                                  • Alicia Keys launches ‘Journals of Mama Mae and LeeLee’ storytelling app for kids
                                                                                    • Reading Rainbow launches critically acclaimed education app
                                                                                      • Pottermore
                                                                                        • Sony PlayStation Wonderbook
                                                                                        • Companies and Products

                                                                                            • British Broadcasting Corporation
                                                                                              • Background
                                                                                                • Financial performance and strategy
                                                                                                  • Figure 40: Financial performance of BBC, 2011-12
                                                                                                  • Figure 41: BBC expenditure on content, by channel, 2011-12
                                                                                                  • Figure 42: BBC UK Public Service Broadcast Group Expenditure, by channel, 2011-12
                                                                                                  • Figure 43: BBC Children’s genre network hours, by channel, 2011-12
                                                                                                  • Figure 44: BBC population reach, by channel, 2011-12
                                                                                                • ITV plc
                                                                                                  • Background
                                                                                                    • Financial performance and strategy
                                                                                                      • Figure 45: Financial performance of ITV plc, 2010-11
                                                                                                    • Channel Four Television Corporation
                                                                                                      • Background
                                                                                                        • Financial performance and strategy
                                                                                                          • Figure 46: Financial performance of Channel Four Television Corporation, 2010-11
                                                                                                          • Figure 47: Channel 4 investment in programming, by genre, 2010-11
                                                                                                        • Club Penguin
                                                                                                          • Background
                                                                                                            • Disney Channel
                                                                                                              • Background
                                                                                                                • Financial performance and strategy
                                                                                                                  • Figure 48: Financial performance of Walt Disney Company Limited (The), 2010-11
                                                                                                                • Egmont UK Limited
                                                                                                                  • Background
                                                                                                                    • Financial performance and strategy
                                                                                                                      • Figure 49: Financial performance of Egmont UK Limited, 2010-11
                                                                                                                      • Figure 50: Financial performance of Egmont UK Limited, 2010-11
                                                                                                                    • Fun Kids Radio
                                                                                                                      • Background
                                                                                                                        • MTV
                                                                                                                          • Background
                                                                                                                              • Figure 51: Financial performance of Viacom Inc, 2011-12
                                                                                                                            • Mind Candy Limited
                                                                                                                              • Background
                                                                                                                                • Financial performance and strategy
                                                                                                                                  • Figure 52: Financial performance of Mind Candy Limited, 2010-11
                                                                                                                                • Random House Children’s Publishers UK
                                                                                                                                  • Background
                                                                                                                                    • Financial performance and strategy
                                                                                                                                      • Figure 53: Financial performance of The Random House Group Limited, 2010-11
                                                                                                                                    • Penguin Books Limited
                                                                                                                                      • Background
                                                                                                                                        • Financial performance and strategy
                                                                                                                                          • Figure 54: Financial performance of Penguin Books Limited, 2010-11
                                                                                                                                        • Stardoll AB
                                                                                                                                          • Background
                                                                                                                                            • Sugarscape
                                                                                                                                              • Background
                                                                                                                                              • Technology Found In Children’s Homes

                                                                                                                                                • Key points
                                                                                                                                                  • Over three quarters of parents have smartphones in the house
                                                                                                                                                    • Figure 55: Technology owned in children’s homes, October 2012
                                                                                                                                                  • Older parents have older technology
                                                                                                                                                    • Figure 56: Technology owned in children’s homes, by age of parents, October 2012
                                                                                                                                                  • Laptops the most accessible technology across income ranges
                                                                                                                                                    • Figure 57: Technology owned in children’s homes, by gross annual household income, October 2012
                                                                                                                                                • Shared Activities with Children on Different Devices

                                                                                                                                                  • Key points
                                                                                                                                                    • Over eight in ten parents use technology to interact with children
                                                                                                                                                      • Figure 58: Activities carried out by parents with children on different devices, October 2012
                                                                                                                                                    • Tablets emerging as multifunctional devices
                                                                                                                                                      • Figure 59: Activities performed by parents with children on tablet computers, October 2012
                                                                                                                                                    • Dads and younger children the most engaged
                                                                                                                                                    • Time Spent Using Technology with Children

                                                                                                                                                      • Key points
                                                                                                                                                        • eReaders rack up few hours despite popularity of reading
                                                                                                                                                          • Figure 60: Hours spent using technology with children per week, October 2012
                                                                                                                                                        • Most popular technology rarely exceeds 11 hours shared usage
                                                                                                                                                          • Figure 61: Time spent using technology with children per week, October 2012
                                                                                                                                                          • Figure 62: Average number of hours spent using technology with children per week, October 2012
                                                                                                                                                        • Brief smartphone usage suggests intermittent activity
                                                                                                                                                        • Attitudes Towards Using Technology with Children

                                                                                                                                                          • Key points
                                                                                                                                                            • Parents use technology primarily for children
                                                                                                                                                              • Figure 63: Attitudes towards using technology with children, October 2012
                                                                                                                                                            • Half of parents like their children to learn how to use technology
                                                                                                                                                              • 45% of parents concerned about inappropriate online activity
                                                                                                                                                                • Desktop most common to use content together
                                                                                                                                                                • Children’s Technology Ownership

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Only portable media players (PMPs) and laptop computers break the ten-year-old barrier
                                                                                                                                                                      • Figure 64: Children’s technology ownership, October 2012
                                                                                                                                                                    • Children under ten less likely to own technology
                                                                                                                                                                      • Figure 65: Proportion of children who do not own any technology, by age, October 2012
                                                                                                                                                                    • Younger children trusted with older technology
                                                                                                                                                                      • Figure 66: Technology ownership by 7, 8, 9 and 10-year-olds, October 2012
                                                                                                                                                                    • Portability matters
                                                                                                                                                                      • Figure 67: How often children use technology, October 2012
                                                                                                                                                                    • Smartphones and eReaders most ignored products
                                                                                                                                                                    • Children’s Tablet Usage

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Tablets mostly used for game playing
                                                                                                                                                                          • Figure 68: Activities children do on tablets, October 2012
                                                                                                                                                                        • Films aimed at older children more likely to succeed on tablets
                                                                                                                                                                          • Downloads come from older teens
                                                                                                                                                                            • Figure 69: Proportion of children who use a tablet to download movies, music, books or games that are about their favourite TV show or film, by age, October 2012
                                                                                                                                                                        • Second Screen Activities

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Almost two thirds of children use a desktop or laptop whilst watching TV
                                                                                                                                                                              • Figure 70: Proportion of children who second screen, October 2012
                                                                                                                                                                            • 64% use second screen for help with homework
                                                                                                                                                                              • Figure 71: What children use a desktop computer or laptop computer for whilst watching TV or a DVD, October 2012
                                                                                                                                                                            • Social activity restricted to older children
                                                                                                                                                                              • Figure 72: Use of a computer as a second screen to use social networks and chat to friends, by age, October 2012
                                                                                                                                                                            • Opportunities for out of the house gaming
                                                                                                                                                                            • Appendix – Technology Found In Children's Homes

                                                                                                                                                                                • Figure 73: Technology owned in children's homes, October 2012
                                                                                                                                                                                • Figure 74: Technology owned in children's homes, by technology owned in children's homes, October 2012
                                                                                                                                                                                • Figure 75: Most popular technology owned in children's homes, by demographics, October 2012
                                                                                                                                                                                • Figure 76: Next most popular technology owned in children's homes, by demographics, October 2012
                                                                                                                                                                            • Appendix - Shared Activities With Children On Different Devices

                                                                                                                                                                                • Figure 77: Activities carried out on different devices by parents with children, October 2012
                                                                                                                                                                                • Figure 78: Activates carried out on different devices by parents with children, by demographics, October 2012
                                                                                                                                                                                • Figure 79: Parents who watched a TV show or film on different devices with their chidren, by demographics, October 2012
                                                                                                                                                                                • Figure 80: Parents who read a book on different devices with their children, by demographics, October 2012
                                                                                                                                                                                • Figure 81: Parents who played an entertainment based game on different devices with their children, by demographics, October 2012
                                                                                                                                                                                • Figure 82: Parents who played an educational game on different devices with their children, by demographics, October 2012
                                                                                                                                                                                • Figure 83: Parents who looked up information relating to the child's favourite show, book or characters on different devices with their children, by demographics, October 2012
                                                                                                                                                                                • Figure 84: Parents who haven’t carried any of the aforementioned activities on different devices with their children, by demographics, October 2012
                                                                                                                                                                            • Appendix – Time Spent Using Technology With Children

                                                                                                                                                                                • Figure 85: Time spent using technology with children, October 2012
                                                                                                                                                                                • Figure 86: Time spent using technology with children, by demographics, October 2012
                                                                                                                                                                                • Figure 87: Time spent using technology with children, by demographics, October 2012
                                                                                                                                                                                • Figure 88: Time spent using technology with children, by demographics, October 2012
                                                                                                                                                                                • Figure 89: Average number of hours spent on desktop computer with children, by demographics, October 2012
                                                                                                                                                                                • Figure 90: Average number of hours spent on a laptop computer with children, by demographics, October 2012
                                                                                                                                                                                • Figure 91: Average number of hours spent using a smartphone with children, by demographics, October 2012
                                                                                                                                                                            • Appendix – Attitudes Towards Using Technology With Children

                                                                                                                                                                                • Figure 92: Attitudes to using technology with children, October 2012
                                                                                                                                                                                • Figure 93: Attitudes to using technology with children, by most popular attitudes to using technology with children, October 2012
                                                                                                                                                                                • Figure 94: Attitudes to using technology with children, by next most popular attitudes to using technology with children, October 2012
                                                                                                                                                                                • Figure 95: Activities carried out on different devices by parents with children, by most popular attitudes to using technology with children, October 2012
                                                                                                                                                                                • Figure 96: Activities carried out on different devices by parents with children, by next most popular attitudes to using technology with children, October 2012
                                                                                                                                                                                • Figure 97: Attitudes to using technology with children, by activities carried out on different devices by parents with children, October 2012
                                                                                                                                                                                • Figure 98: Most popular attitudes to using technology with children, by demographics, October 2012
                                                                                                                                                                                • Figure 99: Next most popular attitudes to using technology with children, by demographics, October 2012
                                                                                                                                                                            • Appendix – Children’s Technology Ownership

                                                                                                                                                                                • Figure 100: Children's technology ownership, October 2012
                                                                                                                                                                                • Figure 101: Children's technology ownership, by children's technology ownership, October 2012
                                                                                                                                                                                • Figure 102: Children's technology ownership, by demographics, October 2012
                                                                                                                                                                                • Figure 103: Children's technology usage, October 2012
                                                                                                                                                                                • Figure 104: Children's technology usage, October 2012
                                                                                                                                                                                • Figure 105: Children's technology usage, October 2012
                                                                                                                                                                                • Figure 106: Time spent by parents of children aged 7-15 using desktop with their children in the last 6 months, by Children's techology ownership, October 2012
                                                                                                                                                                                • Figure 107: Time spent by parents of children aged 7-15 using a laptop with their children in the last 6 months, by Children's techology ownership, October 2012
                                                                                                                                                                                • Figure 108: Time spent by parents of children aged 7-15 using a smartphone with their children in the last 6 months, by Children's techology ownership, October 2012
                                                                                                                                                                                • Figure 109: Children's technology ownership, by Time spent by parents of children aged 7-15 using a desktop with their children, October 2012
                                                                                                                                                                                • Figure 110: Children's technology ownership, by Time spent by parents of children aged 7-15 using a laptop with their children, October 2012
                                                                                                                                                                                • Figure 111: Children's technology ownership, by Time spent by parents of children aged 7-15 using a smartphone with their children, October 2012
                                                                                                                                                                                • Figure 112: Children's mobile phone usage, by demographics, October 2012
                                                                                                                                                                                • Figure 113: Children's smartphone usage, by demographics, October 2012
                                                                                                                                                                                • Figure 114: Children's laptop computer usage, by demographics, October 2012
                                                                                                                                                                                • Figure 115: Children's desktop computer usage, by demographics, October 2012
                                                                                                                                                                                • Figure 116: Children's portable media player/MP3 playerusage, by demographics, October 2012
                                                                                                                                                                                • Figure 117: Children's tablet usage, by demographics, October 2012
                                                                                                                                                                            • Appendix – Second Screen Activities

                                                                                                                                                                                • Figure 118: Second screen activity, October 2012
                                                                                                                                                                                • Figure 119: Children's technology ownership, by second screen activity, October 2012
                                                                                                                                                                                • Figure 120: Second screen activity, by demographics, October 2012
                                                                                                                                                                                • Figure 121: Activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 122: Activities performed by children on second screens, by activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 123: Children's mobile phone usage, by most popular activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 124: Children's mobile phone usage, by next most popular activates performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 125: Children's smartphone usage, by most popular activates performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 126: Children's smartphone usage, by next most popular activates performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 127: Children's laptop computer usage, by most popular activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 128: Children's laptop computer usage, by next most popular activates performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 129: Children's desktop computer usage, by most popular activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 130: Children's desktop computer usage, by next most popular activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 131: Children's portable media player/MP3 player usage, by most popular activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 132: Children's portable media player/MP3 player usage, by next most popular activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 133: Children's mobile phone usage, by activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 134: Children's smartphone usage, by activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 135: Children's laptop computer usage, by activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 136: Children's desktop computer usage, by activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 137: Children's portable media player/MP3 player usage, by activities performed by children on second screens, October 2012
                                                                                                                                                                                • Figure 138: Activities performed by children on second screens, by demographics, October 2012
                                                                                                                                                                            • Appendix – Tablet Usage

                                                                                                                                                                                • Figure 139: Tablet usage, October 2012
                                                                                                                                                                                • Figure 140: Tablet usage, by most popular activities performed on tablets, October 2012
                                                                                                                                                                                • Figure 141: Tablet usage, by next most popular activities performed on tablets, October 2012
                                                                                                                                                                                • Figure 142: Activities performed by children on second screens, by most popular activities performed on tablets, October 2012
                                                                                                                                                                                • Figure 143: Activities performed by children on second screens, by next most popular activities performed on tablets, October 2012

                                                                                                                                                                            Companies Covered

                                                                                                                                                                            • Accel Partners
                                                                                                                                                                            • Bertelsmann AG
                                                                                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                                                                                            • Egmont International Holding A/S
                                                                                                                                                                            • Freeview
                                                                                                                                                                            • Granada Television
                                                                                                                                                                            • Hachette Filipacchi UK
                                                                                                                                                                            • Hearst Magazines
                                                                                                                                                                            • ITV plc
                                                                                                                                                                            • Mattel Inc.
                                                                                                                                                                            • MTV Europe (UK)
                                                                                                                                                                            • National Magazine Company Ltd
                                                                                                                                                                            • Nickelodeon Networks
                                                                                                                                                                            • Octopus Publishing Group
                                                                                                                                                                            • Pearson plc
                                                                                                                                                                            • Random House, Inc.
                                                                                                                                                                            • The Cartoon Network
                                                                                                                                                                            • VH1
                                                                                                                                                                            • Viacom Inc.
                                                                                                                                                                            • Virgin Media Ltd
                                                                                                                                                                            • Walt Disney Company, The

                                                                                                                                                                            Children's Media - UK - December 2012

                                                                                                                                                                            £1,995.00 (Excl.Tax)