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Children's Media - UK - December 2014

“Given that there is only a seven percentage point drop between the proportion of children who discover new content through ads and who discover new content through their parents purchasing it for them, it may be more effective for content owners to market directly to parents.”

Samuel Gee, Senior Technology and Media Analyst

This report covers the following issues:

  • Despite high penetration, smartphones are less important to children
  • Advertising to children may be more effective online

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market factors
              • TV
                • Radio
                  • Magazines
                    • Books
                      • Games
                        • Sector innovation
                          • The consumer
                            • Technology ownership and usage
                              • Figure 1: Technology in children’s homes, September 2014
                              • Figure 2: Use of technology by children who have access to it in the home, September 2014
                            • Shared media consumption
                              • Figure 3: Shared parent and child media consumption, September 2014
                              • Figure 4: Length of time parents spend using media with their child per week, September 2014
                            • Ways in which parents manage in-app spending
                              • Figure 5: Ways in which parents manage their child’s spending on apps, September 2014
                            • Attitudes to interactive media
                              • Figure 6: Parents interested in using interactive media with their child, September 2014
                              • Figure 7: Parents’ attitudes to interactive media, September 2014
                            • Children’s technology ownership and media consumption
                              • Figure 8: Technology owned by children, September 2014
                              • Figure 9: Media children use alone, or with someone other than their parents, by media type, September 2014
                            • Media discovery and preferred media
                              • Figure 10: Ways in which children discover new media, September 2014
                              • Figure 11: Media children would most like to play/watch/listen to/read if given the choice, September 2014
                              • Figure 12: Whether children second-screen, September 2014
                              • Figure 13: Devices used to second-screen, September 2014
                              • Figure 14: Activities carried out whilst second-screening, September 2014
                            • What we think
                            • Issues and Insights

                                • Despite high penetration, smartphones are less important to children
                                  • The facts
                                    • The implications
                                      • Advertising to children may be more effective online
                                        • The facts
                                          • The implications
                                          • Trend Application

                                              • Click and Connect
                                                • Why Buy?
                                                • Market Background

                                                  • Key points
                                                    • TV
                                                      • Competing technologies lead to fewer televisions in children’s bedrooms
                                                        • Figure 15: Proportion of children with a TV in the bedroom, 2007-14
                                                        • Figure 16: Use of on-demand TV services, by age, 2011-14
                                                      • Children’s TV doubles new content in 2013, though total hours remain unchanged
                                                        • Figure 17: Total multichannel broadcast time, by genre, 2012-13
                                                        • Figure 18: Total multichannel broadcast time – First-run hours by genre, 2012-13
                                                        • Figure 19: Five main public service broadcaster daytime children’s programming hours, 2007-13
                                                      • Radio
                                                        • Decline of radio in children’s bedrooms halts…
                                                          • Figure 20: Presence of a radio set in a child’s bedroom, by age, 2007-14
                                                        • …but increasing app usage leads to higher listening
                                                          • Figure 21: Children’s radio listening, August 2013-August 2014
                                                        • Older children have greater use of laptops to find music
                                                          • Figure 22: Ways in which children access music, 2014
                                                        • Magazines
                                                          • Figure 23: Circulation of children’s and teens’ magazines, 2008-13
                                                          • Figure 24: Top 10 children’s and teens’ magazines, by estimated total volume of print magazines distributed, 2012-13
                                                        • Books
                                                          • Children’s book sales continue to fall
                                                            • Figure 25: Total domestic and export publisher sales of physical and digital books, by net invoiced value, by segment, 2009-13
                                                            • Figure 26: Total domestic and export net invoiced digital value as a proportion of net invoiced total value, by segment, 2009-13
                                                          • Games
                                                            • Tablets swiftly becoming popular gaming machines
                                                              • Figure 27: Devices children use to play games, 2009 – 2014
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Osmo
                                                                • PopJam
                                                                  • Tree Fu Tom
                                                                    • Hello Ruby
                                                                    • The Consumer – Technology Ownership and Usage

                                                                      • Key points
                                                                        • Tablet penetration in children’s homes nears 80%
                                                                            • Figure 28: Technology in children’s homes, September 2014
                                                                          • Minor correlation between high spend and older children
                                                                            • Smartphone presence is high, but usage is low
                                                                                • Figure 29: Use of technology by children who have access to it in the home, and by all children, September 2014
                                                                              • Gender has a bigger impact on usage than presence in the home
                                                                              • The Consumer – Shared Media Consumption

                                                                                • Key points
                                                                                  • Board games a more commonly shared activity than many digital media
                                                                                      • Figure 30: Shared parent and child media consumption, September 2014
                                                                                    • Effects of tablet ownership on media consumption
                                                                                        • Figure 31: Five media types with the largest changes in consumption depending on tablet ownership, September 2014
                                                                                      • E-readers promote e-book reading between parents and children
                                                                                        • Big drop in reading books together after 12-years-old
                                                                                          • Figure 32: Parents who read books and play board games with their child, by age of child, September 2014
                                                                                        • TV bucks the trend in time spent shared
                                                                                            • Figure 33: Length of time parents spend using media with their child per week, September 2014
                                                                                            • Figure 34: Average number of hours spent by parents sharing media with their child per week, September 2014
                                                                                            • Figure 35: Media ranking by likelihood of being shared between parent and child, and length of time shared for, September 2014
                                                                                        • The Consumer – Ways in Which Parents Manage In-app Spending

                                                                                          • Key points
                                                                                            • Four in 10 forbid in-app spending
                                                                                              • Figure 36: Ways in which parents manage their child’s spending on apps, September 2014
                                                                                              • Figure 37: Parents who do not allow their children to spend money on apps, by smartphone and tablet the child uses in the home, September 2014
                                                                                            • Bank account alerts could tie in to more commonly available apps
                                                                                              • Branded gift card may be appropriate
                                                                                                • Demographic influences of parents
                                                                                                • The Consumer – Attitudes to Interactive Media

                                                                                                  • Key points:
                                                                                                    • Half of parents interested in interactive media
                                                                                                      • Figure 38: Parents interested in using interactive media with their child, September 2014
                                                                                                      • Figure 39: Media parents have shared with children, by whether or not those parents currently use interactive media with their children, September 2014
                                                                                                    • Demographic differences in parents’ use of interactive media
                                                                                                      • Most parents interested in interactive media would like it to be educational
                                                                                                        • Figure 40: Parents’ attitudes to interactive media, September 2014
                                                                                                      • Need for interactivity greater among parents of older children
                                                                                                        • Parents who want children to interact with stories have consoles
                                                                                                        • The Consumer – Children’s Technology Ownership and Media Consumption

                                                                                                          • Key points
                                                                                                            • Static consoles the most commonly owned devices by children
                                                                                                              • Figure 41: Technology owned by children, September 2014
                                                                                                            • Technology ownership very low under 8-years-old
                                                                                                                • Figure 42: Children’s ownership of technology, by age, September 2014
                                                                                                              • Music the least popular media type, by tiny margin
                                                                                                                  • Figure 43: Media children use alone, or with someone other than their parents, by media type, September 2014
                                                                                                                • Board gaming decreases as children age
                                                                                                                  • Figure 44: Children who played a board game by themselves or with someone other than their parents, by age, September 2014
                                                                                                              • The Consumer – Media Discovery and Preferred Media

                                                                                                                • Key points
                                                                                                                  • TV ads remain the most impactful way of reaching children
                                                                                                                    • Figure 45: Ways in which children discover new media, September 2014
                                                                                                                  • Sharing culture grows alongside age
                                                                                                                    • Figure 46: Proportion of children who discover media because their friends lend them things to try, by age, September 2014
                                                                                                                    • Figure 47: Proportion of children who discover media because their friends told them about it, by age, September 2014
                                                                                                                  • Console gaming most popular activity
                                                                                                                    • Figure 48: Media children would most like to play/watch/listen to/read if given the choice, September 2014
                                                                                                                  • Digitising board games may not boost usage
                                                                                                                    • Seven in 10 have divided attention when watching TV
                                                                                                                      • Figure 49: Whether children second-screen, September 2014
                                                                                                                      • Figure 50: Whether children use technology in the home, by whether they second-screen, September 2014
                                                                                                                      • Figure 51: Children’s personal technology ownership, by whether they second-screen, September 2014
                                                                                                                    • Tablets the most popular device to second-screen with
                                                                                                                      • Figure 52: Devices used to second-screen, September 2014
                                                                                                                      • Figure 53: Device used by children to second-screen, by age, September 2014
                                                                                                                      • Figure 54: Activities carried out whilst second-screening, September 2014

                                                                                                                  Companies Covered

                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                  Children's Media - UK - December 2014

                                                                                                                  US $2,672.70 (Excl.Tax)