Table of Contents
Introduction
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- Methodology
- Abbreviations
Executive Summary
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- Video gaming and smartphone use shoots up with age
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- Figure 1: Ways of accessing the internet – boys, by age, April 2012
- Food is the top category of spend
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- Figure 2: How boys spend their pocket money, April 2012
- Family gathers around the TV
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- Figure 3: Regular family activities, April 2012
- Parents are very influential in choice of snacks
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- Figure 4: Reasons for picking snacks – boys, by age, April 2012
- Near-universal mobile ownership amongst teens
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- Figure 5: Mobile phone ownership – boys, by age, April 2012
- Teens hold more sway in their families than amongst friends
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- Figure 6: Attitudes towards technology, April 2012
Future Opportunities
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- Trend: Rebirth of Cities
- Trend: Survival Skills
- 2015 Trend: Access Anything, Anywhere
Demographic Overview
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- Key points
- Age structure and growth projections
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- Figure 7: Trends and projections in the age structure of the UK boys’ population, 2007-17
- Trends in number of children by family type
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- Figure 8: Trends in number of dependent children, by family type, UK, 2001 and 2011
- Age of youngest children in different family types
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- Figure 9: Age of youngest child, by family type, UK, 2010
Online Activities and Habits
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- Key points
- Games consoles increasingly important for internet access
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- Figure 10: Ways of accessing the internet, April 2012
- Video gaming and smartphone use shoots up with age
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- Figure 11: Ways of accessing the internet – boys, by age, April 2012
- Household income determines access to devices
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- Figure 12: Ways of accessing the internet, by annual household income, April 2012
- Gaming most dominant amongst online activities
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- Figure 13: Frequency of doing online activities, April 2012
- Older boys are found on social networking sites
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- Figure 14: Online activities done every day – boys, by age, April 2012
- Facebook is cornering the market
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- Figure 15: Social networks visited, April 2012
- A need to switch off?
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- Figure 16: Social networking habits, April 2012
- User fatigue on the rise
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- Figure 17: Global number of users of selected popular Facebook games, 9-23 May 2012
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- Figure 18: Total unique UK visitors aged 6-14, April 2011 and April 2012
- Parents get involved
- Number of devices used influences internet activity
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- Figure 19: Number of devices used to access the internet, April 2012
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- Figure 20: Specific devices used for internet access, by number of devices used to access the internet, April 2012
- Mobile platform increases engagement with social networks
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- Figure 21: Social networking habits, by number of devices used to access the internet, April 2012
Pocket Money
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- Key points
- Older boys less likely to get pocket money from household chores…
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- Figure 22: Sources of pocket money, April 2012
- …but they help with more household tasks
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- Figure 23: Weekly chores, April 2012
- Boys growing up in cities are more industrious
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- Figure 24: Number of weekly household chores, April 2012
- Older boys have higher purchasing power
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- Figure 25: Amount of monthly pocket money – boys, by age, April 2012
- Food is the top category of spend
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- Figure 26: How boys spend their pocket money, April 2012
Leisure Habits
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- Key points
- Solitary play using technology is favoured
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- Figure 27: Weekly activities, April 2012
- Family gathers around the TV
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- Figure 28: Regular family activities, April 2012
- Income determines regularity of family activities
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- Figure 29: Number of regular family activities, April 2012
- Figure 30: Number of regular family activities, by household income, April 2012
Snacking Habits
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- Key points
- Chocolate is the most popular snack
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- Figure 31: Snacking habits, April 2012
- Parents are very influential in choice of snacks
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- Figure 32: Reasons for picking snacks – boys, by age, April 2012
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- Figure 33: Number of reasons for picking snacks, April 2012
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- Figure 34: Body Mass Index among boys aged 2-15 in England (overweight and obese), by age, 1999-2009
Technology Use
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- Key points
- Television rules the roost
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- Figure 35: Technology boys use regularly, April 2012
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- Figure 36: Number of devices boys use regularly, April 2012
- Older boys focus on online play
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- Figure 37: Playtime habits, April 2012
- Near-universal mobile ownership amongst teens
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- Figure 38: Mobile phone ownership – boys, by age, April 2012
- Nearly all children own a mobile phone by their teenage years
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- Figure 39: Age when boys got their first mobile phone, April 2012
- Texting is the most popular mobile activity
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- Figure 40: Mobile phone activities, April 2012
- Boys' techie influence grows stronger with age
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- Figure 41: Attitudes towards technology, April 2012
- Half of youngsters value real interactions more than digital ones
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- Figure 42: Attitudes towards technology, April 2012
- Teens hold more sway in their families than amongst friends
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- Figure 43: Attitudes towards technology, April 2012
Attitudes Towards Appearance & Future Aspirations
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- Key points
- Majority of boys are happy about the way they look
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- Figure 44: Attitudes towards appearance, by gender, April 2012
- Income doesn’t determine self-image
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- Figure 45: Attitudes towards appearance, by household income, April 2012
- ‘I want to be rich and famous’
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- Figure 46: General attitudes and future aspirations, April 2012
Boys’ Typologies
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- Key points
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- Figure 47: Boys’ typologies, April 2012
- The Tech Laggards (51%) – 1.6 million male internet users aged 7-15 who use social networking sites
- Who are they?
- The Family Balance (29%) – 0.9 million male internet users aged 7-15 who use social networking sites
- Who are they?
- The Super Users (20%) – 0.6 million male internet users aged 7-15 who use social networking sites
- Who are they?
Appendix – Online Activities and Habits
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- Figure 48: Ways of accessing the internet, by demographics, April 2012
- Figure 49: Social networking sites visited, by demographics, April 2012
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- Figure 50: Social networking habits and attitudes, by demographics, April 2012
- Figure 51: Social networking habits and attitudes, by demographics, April 2012 (continued)
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- Figure 52: Number of ways to access the internet, by demographics, April 2012
- Figure 53: Online activities, by internet access, April 2012
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- Figure 54: Online activities, by number of ways to access the internet, April 2012
- Figure 55: Social networking habits and attitudes, by number of ways to access the internet, April 2012
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Appendix – Pocket Money
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- Figure 56: Monthly pocket money, by demographics, April 2012
- Figure 57: Amount of monthly pocket money received, by demographics, April 2012
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- Figure 58: How children spend their pocket money, by demographics, April 2012
- Figure 59: How children spend their pocket money, by demographics, April 2012 (continued)
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Appendix – Leisure Habits
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- Figure 60: Weekly chores, by demographics, April 2012
- Figure 61: Weekly chores, by demographics, April 2012 (continued)
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- Figure 62: Weekly pastime activities, by demographics, April 2012
- Figure 63: Weekly pastime activities, by demographics, April 2012 (continued)
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- Figure 64: Family pastimes, by demographics, April 2012
- Figure 65: Family pastimes, by demographics, April 2012 (continued)
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- Figure 66: Family pastimes, by demographics, April 2012 (continued)
- Figure 67: Repertoire of weekly chores, by demographics, April 2012
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- Figure 68: Repertoire of family pastimes, by demographics, April 2012
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Appendix – Snacking Habits
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- Figure 69: Crisps/salty snacking habits, by demographics, April 2012
- Figure 70: Reasons why children buy snacks, by demographics, April 2012
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- Figure 71: Reasons why children buy snacks, by demographics, April 2012 (continued)
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Appendix – Technology Use
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- Figure 72: Technology devices children use, by demographics, April 2012
- Figure 73: Technology devices children use, by demographics, April 2012 (continued)
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- Figure 74: Who children play games with, by demographics, April 2012
- Figure 75: Mobile phone ownership, by demographics, April 2012
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- Figure 76: Mobile phone activities, by demographics, April 2012
- Figure 77: Mobile phone activities, by demographics, April 2012 (continued)
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- Figure 78: Agreement with the statements ‘I like to be the first to have the latest video games/electronic gadgets’ and ‘It’s difficult to imagine my life without the internet’, by demographics, April 2012
- Figure 79: Agreement with the statements ‘It’s difficult to imagine my life without my mobile phone’ and ‘It’s easy to convince my parents to buy a new electronic gadget for me’, by demographics, April 2012
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- Figure 80: Agreement with the statements ‘My friends come to me for information/advice on new electronics/video games’ and ‘My parents ask for my advice on technology products’, by demographics, April 2012
- Figure 81: Agreement with the statements ‘It’s important for me to own the same electronic gadgets/video games as my friends’ and ‘I save up my pocket money, so I can buy electronics/video games I want’, by demographics, April 2012
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- Figure 82: Agreement with the statements ‘My parents restrict the amount of time I play video games’ and ‘My parents restrict the amount of time I spend on the computer’, by demographics, April 2012
- Figure 83: Agreement with the statements ‘Talking on the internet is less satisfying than in real life’ and ‘I feel more confident on the internet than I do in real life’, by demographics, April 2012
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- Figure 84: Repertoire of technology devices used, by demographics, April 2012
- Figure 85: Repertoire of mobile activities, by demographics, April 2012
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- Figure 86: Who children play games with, by repertoire of technology devices used, April 2012
- Figure 87: Mobile phone activities, by repertoire of technology devices used, April 2012
- Figure 88: Attitudes towards technology, by repertoire of technology devices used, April 2012
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Appendix – Attitudes Towards Appearance
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- Figure 89: Attitudes towards fashion, by demographics, April 2012
- Figure 90: Attitudes towards fashion, by demographics, April 2012 (continued)
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Appendix – Future Aspirations
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- Figure 91: Agreement with the statements ‘It’s important to work hard at school’ and ‘I would like to go to university’, by demographics, April 2012
- Figure 92: Agreement with the statements ‘I want to be rich in the future’ and ‘I want to be famous in the future’, by demographics, April 2012
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- Figure 93: Agreement with the statements ‘I am good at saving money’ and ‘I like to use/buy things famous people/celebrities have’, by demographics, April 2012
- Figure 94: Agreement with the statements ‘I am always the first to try out new things’ and ‘My parents buy me everything I want’, by demographics, April 2012
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- Figure 95: Agreement with the statements ‘I try to get my parents to buy environmentally friendly products’ and ‘There is too much concern for the environment’, by demographics, April 2012
- Figure 96: Agreement with the statement ‘Everybody should recycle’, by demographics, April 2012
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Appendix – Boys’ Typologies
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- Figure 97: Typologies of boys who use social networking sites, by demographics, April 2012
- Figure 98: Social networking habits and attitudes, by target groups, April 2012
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- Figure 99: Devices used to access the internet, by target groups, April 2012
- Figure 100: Online activities, by target groups, April 2012
- Figure 101: Social networking sites visited, by target groups, April 2012
- Figure 102: Monthly pocket money, by target groups, April 2012
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- Figure 103: Monthly pocket money, by target groups, April 2012
- Figure 104: How children spend their pocket money, by target groups, April 2012
- Figure 105: Weekly chores, by target groups, April 2012
- Figure 106: Weekly activities, by target groups, April 2012
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- Figure 107: Family pastimes, by target groups, April 2012
- Figure 108: Snacking habits, by target groups, April 2012
- Figure 109: Reasons why children buy snacks, by target groups, April 2012
- Figure 110: Technology use, by target groups, April 2012
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- Figure 111: Who children play games with, by target groups, April 2012
- Figure 112: Mobile phone ownership, by target groups, April 2012
- Figure 113: Age when the child got their first mobile phone, by target groups, April 2012
- Figure 114: Mobile phone activities, by target groups, April 2012
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- Figure 115: Attitudes towards technology, by target groups, April 2012
- Figure 116: Attitudes towards fashion, by target groups, April 2012
- Figure 117: Future aspirations, by target groups, April 2012
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