alison preston

Digital Day: a snapshot of children’s

media useMRS Conference, 29 January 2015

Alison Preston, Head of Media Literacy Research, Ofcom

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=cDsVdWZZZzdlIM&tbnid=ynhjX6WdS9NGaM:&ved=0CAUQjRw&url=http://www.thegypsypoet.co.uk/childs_play_history_.html&ei=_g8MVKGsJobgaO-QgbAD&bvm=bv.74649129,d.d2s&psig=AFQjCNEYCwSxUIAC9WcPdaQ3FD7RLGa5gA&ust=1410162962255638

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&uact=8&docid=cDsVdWZZZzdlIM&tbnid=ynhjX6WdS9NGaM:&ved=0CAUQjRw&url=http://www.thegypsypoet.co.uk/childs_play_history_.html&ei=_g8MVKGsJobgaO-QgbAD&bvm=bv.74649129,d.d2s&psig=AFQjCNEYCwSxUIAC9WcPdaQ3FD7RLGa5gA&ust=1410162962255638

1

Methodology

Methodology

2

Stage 4: Qualitative

Stage 3: Follow-up-survey on final day

Stage 2: 7 day diary (3 days for under 16s)

Stage 1: Recruitment surveyDiary Fieldwork

5th March – 15th April 2014

Completed diaries

(respondents)

1,644 UK adults aged 16+

186 Primary school 6-11s

173 Secondary school 11-15s

Days and activities

(records)

11,508 adults diary days

108,782 adults diary activity

records

5.9m adults diary activity

minutes

3

The paper diary

A5 SIZE FOR PORTABILITYFLIP-OUT ACTIVITY KEY

ENTIRE DAY VIEWABLE FOR EASE OF COMPLETION

CLEAR AND

CONSISTENT

BRANDING FOR

RESPONDENT

4

Time spent

5

Average time spent using media and communications

per day, by age group

667

336

573

847

556521

306

423

548495

All adults 16+ Children 6-11 Children 11-15 16-24 65+

Including simultaneous activity minutes Excluding simultaneous activity minutes

9:33

11:07

14:07

9:16

5:36

Adults carry out over 11 hours of media activity each day; over 14 hours

for younger adults; and 9.5 hours for teens

6

Average time spent using media and communications

per day, by age group

667

336

573

847

556521

306

423

548495

All adults 16+ Children 6-11 Children 11-15 16-24 65+

Including simultaneous activity minutes Excluding simultaneous activity minutes

9:338:41

11:07

9:08

14:07

8:15

9:16

7:03

5:365:06

11-15s put their 9.5 hours into 7 hours of actual time

7

Activities

8

37%

45%

23%

24%

49%

6%

10%

15%

10%

9%

6%

16%

19%

23%

7%

20%

20%

9%

11%

10%

10%

11%

10%

7%

Alladults16+

6-11

11-15

16-24

65+

TV Or Films On A TV Set TV Or Films On Another Device Short video clips

Radio On Radio Set Radio On Another Device Other Audio

Print Media Voice Comms Text Comms

Games Other Internet Media Other Non-internet Media

Young people spend as much time on text communications as watching

TV or films on a TV set

Confidential

Proportion of media and comms time, by age group

9


Source: Digital Day 7 day diary

Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)

37%

45%

23%

24%

49%

6%

10%

15%

10%

9%

6%

16%

19%

23%

7%

20%

20%

9%

11%

10%

10%

11%

10%

7%

All adults16+

6-11

11-15

16-24

65+

TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set

Radio On Another Device Other Audio Print Media Voice Comms

Text Comms Games Other Internet Media Other Non-internet Media



10




37%

45%

23%

24%

49%

6%

10%

15%

10%

9%

6%

16%

19%

23%

7%

20%

20%

9%

11%

10%

10%

11%

10%

7%

All adults16+

6-11

11-15

16-24

65+






11




37%

45%

23%

24%

49%

6%

10%

15%

10%

9%

6%

16%

4%

19%

23%

7%

20%

20%

9%

11%

10%

10%

11%

10%

7%

All adults16+

6-11

11-15

16-24

65+






12




37%

45%

23%

24%

49%

6%

10%

15%

10%

9%

6%

16%

4%

19%

23%

7%

20%

20%

9%

11%

10%

10%

11%

10%

7%

All adults16+

6-11

11-15

16-24

65+






13




37%

45%

23%

24%

49%

6%

10%

15%

10%

9%

6%

16%

4%

19%

23%

7%

20%

20%

9%

11%

10%

10%

11%

10%

7%

All adults16+

6-11

11-15

16-24

65+






14




37%

45%

23%

24%

49%

6%

10%

15%

10%

9%

6%

16%

4%

19%

23%

7%

20%

20%

9%

11%

10%

10%

11%

10%

7%

All adults16+

6-11

11-15

16-24

65+






15

69%64%

52% 50%

82%

16%

8%

9% 16%

12%5%

5%

7%7%

5%

6%6%

5%

12%

7%

13%

7%

19%

8%

0%

20%

40%

60%

80%

100%

All adults 6-11yrs 11-15yrs 16-24 65+

Short online video clips on e.g.YouTube, News sites (inc. thosethrough Social Networking sites)

TV or films on DVD, Blu-ray, VHSvideo

Downloaded or streamed TV or films(paid-for) e.g. Lovefilm instant,Netflix, iTunes, Blinkbox

On-demand / catch-up TV or films(free) e.g. BBC iPlayer, 4oD, Sky ondemand

Recorded TV (programmes or films stored on your personal/ digital video recorder….)

TV (live – at the time it is broadcast, including using the red button)

Source: Digital Day 7-day diary for adults/ 3-day diary for children

Base: All watching activity records for adults 16+ (25272), primary school-aged 6-11 (1249), secondary school-aged 11-15 (1094)

Proportion of watching activities

Half of all time spent watching AV by teens and young people is ‘pull’

content

16

69%64%

52% 50%

82%

16%

8%

9% 16%

12%

0%

20%

40%

60%

80%

100%












content

17

69%64%

52% 50%

82%

16%

8%

9% 16%

12%5%

5%

7%7%

5%

6%6%

5%

12%

7%

13%

7%

19%

8%

0%

20%

40%

60%

80%

100%












content

18

69%64%

52% 50%

82%

16%

8%

9% 16%

12%5%

5%

7%7%

5%

6%6%

5%

12%

7%

13%

7%

19%

8%

0%

20%

40%

60%

80%

100%












content

19

69%64%

52% 50%

82%

16%

8%

9% 16%

12%5%

5%

7%7%

5%

6%6%

5%

12%

7%

13%

7%

19%

8%

0%

20%

40%

60%

80%

100%












content

20

18%26%

36%25%

11%

9%

13%

20%

14%

33%

19%

47%

17%

32%

26% 21%

7%

9%

10%20%6%

9%

32%

13%

0%

20%

40%

60%

80%

100%


By video calls (including Skype,Facetime, etc)

By phone call

By photo or video messages (MMS,viewing or sending) or Snapchat

By text message (SMS, includingiMessage, reading or writing)

By email (reading or writing emails)

By Instant Messaging (e.g. MSN,WhatsApp, BBM)

Through a Social Networking sitee.g. Facebook, Twitter (excludingchecking updates)


Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)

Proportion of communication activities

Emails account for a third of all communication time for all adults but social

networking is the most used communication activity for young people

21

18%26%

36%25%

11%

9%

13%

20%

14%

33%

19%

47%

17%

32%

26% 21%

7%

9%

10%20%6%

9%

32%

13%

0%

20%

40%

60%

80%

100%



By phone call











22

18%26%

36%25%

11%

9%

13%

20%

14%

33%

19%

47%

17%

32%

26% 21%

7%

9%

10%20%6%

9%

32%

13%

0%

20%

40%

60%

80%

100%



By phone call











23

18%26%

36%25%

11%

9%

13%

20%

14%

33%

19%

47%

17%

32%

26% 21%

7%

9%

10%20%6%

9%

32%

13%

0%

20%

40%

60%

80%

100%



By phone call











24

18%26%

36%25%

11%

9%

13%

20%

14%

33%

19%

47%

17%

32%

26% 21%

7%

9%

10%20%6%

9%

32%

13%

0%

20%

40%

60%

80%

100%



By phone call











25

18%26%

36%25%

11%

9%

13%

20%

14%

33%

19%

47%

17%

32%

26% 21%

7%

9%

10%20%6%

9%

32%

13%

0%

20%

40%

60%

80%

100%



By phone call











26

Devices across the day

27

Weekly reach of devices by timeslot – TV set


Base: All adults 16+ (1644) - data aggregated to 15 min slots

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All adults 16+ 6-11 11-15 16-24

TV is predominantly an evening activity

28

Weekly reach of devices by timeslot – print



0%

20%

40%

60%

80%

100%

All adults 16+ 6-11 11-15 16-24

Small children still get a bedtime story

29

Weekly reach of devices by timeslot – tablet



0%

20%

40%

60%

80%

100%All adults 16+ 6-11 11-15 16-24

Tablets are most used by 11-15s around 8.30pm …

30

Weekly reach of devices by timeslot – games console



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All adults 16+ 6-11 11-15 16-24

Games consoles are used steadily by 11-15s from 4 – 9pm

31

Weekly reach of devices by timeslot – mobile phone



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All adults 16+ 6-11 11-15 16-24

And mobiles are the device of choice after the TV set

www.ofcom.org.uk/medialiteracyresearch

www.ofcom.org.uk/marketresearch

[email protected]

[email protected]

32

Read all about it at …

http://www.ofcom.org.uk/medialiteracyresearch

http://www.ofcom.org.uk/marketresearch

mailto:[email protected]

mailto:[email protected]

alison preston

Documents

tv set tv

tv set10proportion of

tv set11proportion of

hours of media activity

comms time

digital day

day diarybase

age group9proportion