From: Subject: BBC - Commissioning - Audience Information for 6-12 year olds, children Date: Wed, 2 Mar 2005 10:24:51 -0000 MIME-Version: 1.0 Content-Type: multipart/related; type="text/html"; boundary="----=_NextPart_000_0049_01C51F12.11704550" X-MimeOLE: Produced By Microsoft MimeOLE V6.00.2900.2180 This is a multi-part message in MIME format. ------=_NextPart_000_0049_01C51F12.11704550 Content-Type: text/html; charset="iso-8859-1" Content-Transfer-Encoding: quoted-printable Content-Location: http://www.bbc.co.uk/commissioning/marketresearch/audiencegroup1.shtml BBC - Commissioning - Audience Information for 6-12 = year olds, children
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2nd March 2005
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6-12 year olds, = children
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 Audience=20 Topics3D""=20
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 Key=20 things to know3D""=20
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 Who=20 are they3D""=20
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 The=20 role of TV3D""=20
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 The=20 role of Radio3D""=20
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 New=20 Media3D""=20
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<= IMG=20 height=3D33 alt=3D"See the Top TV SHows for this = audience"=20 = src=3D"http://www.bbc.co.uk/commissioning/images/audiences/rh_toptv.gif" = width=3D109 border=3D0>
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3D"Print
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3D"Chart This icon shows that a chart is available. = The charts=20 are in Flash=20 = format
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Key Things to Know

  • No longer little children, and not yet teens =96 = they are=20 caught between two distinct lifestages and they=92re = growing=20 quickly - physically and emotionally. They're young = and=20 impressionable and starting to develop their sense = of=20 identity and self-image. 
  • Children today are growing up immersed in = electronic=20 media =96 from multi-channel TV, to DVDs/videos, to = computers,=20 to video games. They have never known a world = without remote=20 controls, CDs, multi-channel TV, and the = computer. 
  • Children consider television to be one of = life=92s=20 staples. Exposure to it is usually extensive =96 = before=20 school, after school, during homework, at weekends, = with or=20 without friends. 
  • To a large extent, children are watching when = they want.=20 Especially children growing up in a multi-channel = home. They=20 have a whole raft of children=92s TV choices, from = CBBC to=20 Nickelodeon at their disposal. 
  • Today's children have more autonomy and = decision-making=20 power within the family than in previous = generations. These=20 children have a lot of influence and =91pester = power=92 to nag=20 parents into purchasing items. 
  • Children are a diverse and complex group. They = are a=20 rapidly changing bunch =96 growing and developing = physically,=20 mentally, socially, and emotionally. A 6 year-old is = very=20 different from a 12 year-old and 10 year-old boys = are very=20 different from 10 year-old girls. 
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Who are they?

  • There are around 5 million 6-12 year-olds in the = UK (9%=20 of the population), but with falling birth rates = this number=20 is expected to decline slightly in the future. 
  • The majority of children are still growing up in = a=20 two-parent household =96 roughly 80% of children = live in a=20 family unit headed by a couple. 3D"Chart:   =20
  • Although more children are brought up in = single-parent=20 homes than before. One in five children now lives in = a=20 single-parent home =96 almost twice the number since = 1981. 3D"Chart:   =20
  • Children are growing up in a much more = ethnically=20 diverse society. There are more children from = ethnically=20 diverse backgrounds than any other age = group.    =20
  • All is not rosy, relative poverty is on the = increase.=20 More children are considered =91poor=92 than 30 = years ago. 1 in=20 3 now live in relative poverty compared to only 1 in = 10 in=20 the early 1970s. 
  • Children are more skilled with new technologies = than=20 many adults. They=92ve grown up with a richer choice = of media=20 than just TV and radio =96 they watch videos, play = computer=20 games and go on-line. 
  • Children's bedrooms are filled with all sorts of = gadgets. Many have their own radios, PCs, TVs, games = consoles. 3D"Chart:   =20
  • The video recorder still plays an important role = in=20 children=92s lives. Many children have one typically = because=20 parents have moved it to their rooms to make way for = the new=20 DVD player in the front room. 
  • While they may not have a lot of cash in hand, = weekly=20 pocket-money combined with pester power makes these = children=20 quite an influential group. Children aged between 7 = and 16=20 get on average =A35.79 pocket-money a week. 
  • Children are a diverse and complex group. They = are a=20 rapidly changing bunch =96 growing and developing = physically,=20 mentally, socially, and emotionally. A 6 year-old is = very=20 different from a 12 year-old and 10 year-old boys = are very=20 different from 10 year-old girls. 
  • Boys tend to be more into sports, action, = adventure,=20 fantasy and noise. Girls have an interest in human=20 relationships, particularly friendships and romance = as they=20 grow older. 
  • Children at the older end of the age spectrum = are caught=20 between being children and teenagers. 
    • Although they may watch cartoons and sleep = with teddy=20 bears, they won=92t admit it because they don=92t = want to be=20 thought of as children. 
    • They aspire to be older and cooler. They = can=92t wait to=20 be older to become more independent and in charge. = However, anxiety can be a big issue when given=20 responsibility. 
  • Children at the younger end of the spectrum are = still=20 reliant on their parents and trying to understand = what is=20 right, what is wrong, and why. 
  • Yet despite the differences, there are some = common=20 themes that run throughout childhood. 
    • Independence. Children like to think that they = are=20 always right and always in charge especially when = they get=20 to make some of their own decisions (eg, the = clothes they=20 want to wear to school). But often the decisions = they make=20 are to help them fit in and imitate their friends = or=20 elders. 
    • Bravery. At this age, children are trying to = overcome=20 many of their own fears, whether it=92s monsters = or the=20 dark. 
    • Mastery. Children like to be the kings of = their own=20 castles and believe that they have the magical = powers to=20 change the world. 
    • Security and Belonging. Peers begin to have a = big=20 influence at this stage and it=92s important not = to be=20 =91different.=92 Friends become more and more = important and=20 children often want to be the most accepted child = on the=20 block. 
  • Some of their defining experiences have = been: 
    • Teletubbies 
    • Sabrina the Teenage Witch 
    • Ant & Dec 
    • Harry Potter 
    • Monsters Inc. 
    • Busted 
    • Their own TV channels 
    • S-Club Juniors 
  • They aren=92t old enough to remember: 
    • A world without mobile phones 
    • Spice Girls 
    • Apartheid 
    • Life without the Internet 
    • The death of Princess Diana 
    • And for those at the younger end - the turn of = the=20 millennium and September 11th are things they=92ve = been told=20 about but can=92t recall 
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What is the role of TV?

  • Nearly 70% of children live in a multi-channel = home.=20 Less well-off children are more likely to live in=20 multi-channel homes. (71% of C2DE children have=20 multi-channel compared to 67% of ABC1s) 3D"Chart:   =20
  • Children=92s TV choices today are very broad. = They live in=20 a multi-channel world that offers them something to = watch=20 whatever the time of the day. About 41% of their = viewing=20 goes to multi-channels - almost twice that of all=20 individuals (24%). 3D"Chart:=20   =20
  • But, children are the lightest TV viewers. On = average,=20 they watch about 15 hours of TV a week =96 = significantly less=20 than the average individual (26 hours).    =20
  • Children living in multi-channel homes watch a = lot more=20 TV than their terrestrial counter-parts. These = children=20 watch 16 channels per week compared to only 13 per = week in=20 terrestrial-only homes.    =20
  • Children watch TV as they get ready for school. = Easy to=20 watch programmes work best during the morning rush.=20 Programmes that typically work are cartoons like The = Scooby=20 and Scrappy Show or Super Rupert.    =20
  • The TV is always on. The minute they get back = from=20 school the TV is switched on and stays on in the = background,=20 but it doesn=92t become the main focus until the=20 evening.    =20
  • Soaps and drama tend to dominate viewing, but = that=92s=20 because children often watch the soaps when mum = does. Top=20 programmes include EastEnders, Coronation Street and = Only=20 Fools and Horses. 
  • Entertainment programmes also top their = favourite=20 programme list. 
  • Children enjoy programming that's directed at = them. They=20 want shows that feature characters that are just = like them=20 and they can aspire to be, a perfect example is The = Story of=20 Tracey Beaker. 
  • Children are promiscuous TV viewers. They are = programme=20 seekers rather than channel seekers. In = multi-channel homes=20 they use the Electronic Programme Guide to search = for their=20 favourite programmes rather than to look for = specific=20 channels. 
  • Children have substantial control over their = viewing=20 habits. More than half of primary school-aged = children have=20 TV sets in their bedrooms. The proportion of = children with=20 VCRs has also risen sharply to around a = third. 3D"Chart:   =20
  • More and more children are staying up until 9pm = or later=20 - often after the =91watershed=92.    =20
  • Children watch far more BBC in terrestrial homes = than in=20 multi-channel homes (55% in analogue homes compared = to 17%=20 in multi-channel homes)    =20
  • Children tend to watch BBC TWO on weekday = mornings,=20 typically between 7am and 9am just before school. = They tend=20 to watch BBC ONE on weekend = mornings. 
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What is the role of Radio?

  • Children tend to listen to mainstream pop music = stations=20 (eg, Radio 1 or Capital FM). They rarely listen to=20 speech-based radio stations like Radio 4. However, = there is=20 little radio aimed at this age group and the big = growth in=20 the audio tape/ and spoken CD market among this = audience=20 shows that there may be an unfulfilled appetite for = this=20 type of service. 
  • Girls enjoy listening to the radio more than = boys and=20 are more likely to listen to local commercial radio=20 stations. 
  • Well over half of primary school girls have a = radio in=20 their bedroom, compared to only a third of = boys. 
  • Similar to the rest of the population, peak = radio=20 listening happens in the morning and again after=20 school. 
  • The singles chart is popular amongst this age = group =96=20 it=92s still important to know what this week=92s = number one=20 is. 
  • Of the BBC stations, children really like = listening to=20 Radio 1. It gets a 10% share amongst children = compared to 8%=20 of adults (15+). 
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What is the role of New = Media?

  • Nearly 50% of households with children have = internet=20 access =96 compared to only 40% of households = without=20 children. 
  • They are more likely than the average Internet = user to=20 play games, visit school related sites and sites = related to=20 TV programmes.    =20
  • Children still don=92t have internet access in = their=20 bedrooms (less than 1%), although a few do have a = PC.=20 Typically the computer with Internet access is in a = public=20 part of the house such as the family room or even = the=20 kitchen. 
  • Mobile phones are very popular. Nearly 60% of = secondary=20 school children and 20% of primary school children = now have=20 a mobile phone. Safety is seen as the rationale for = this.=20 Parents most often say their motivation for = supplying the=20 phone is to be able to keep in touch with their = children at=20 all times. 
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Page=20 Last Updated 16/09/2004 20:05:05 =
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bold; COLOR: #666666; TEXT-DECORATION: underline } A:link { FONT-WEIGHT: bold; COLOR: #666699; TEXT-DECORATION: none } A:visited { FONT-WEIGHT: bold; COLOR: #666699; TEXT-DECORATION: none } A { FONT-WEIGHT: bold; COLOR: #666699; TEXT-DECORATION: underline } A:hover { FONT-WEIGHT: bold; COLOR: #6633ff; TEXT-DECORATION: underline } ------=_NextPart_000_0049_01C51F12.11704550--