Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- Market factors
- Decreased number of sets in children’s bedrooms down to increasing portable device ownership
- Radio use falls, though older children may be migrating
- Children’s magazine sector falls in line with wider market
- Book sales high, though usage is low
- Internet access growing
- Sector innovation
- The consumer
- The consumer - technology in children’s homes and their usage of it
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- Figure 1: Technology in children’s homes, September 2013
- Figure 2: Children’s technology usage in the home, September 2013
- The consumer - frequency with which parents and children consume media together
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- Figure 3: Media parents have read/watched/used with their children in the last three months, September 2013
- Figure 4: Length of time parents have spent reading, watching or listening to media with children in the last three months, September 2013
- The consumer - parents attitude to in-app purchases
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- Figure 5: Parents' attitudes to in-app purchases, September 2013
- The consumer - parents attitude to media
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- Figure 6: Parents' attitudes to media, September 2013
- The consumer - parents attitude to streaming video services
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- Figure 7: Parents attitudes to video on demand services, September 2013
- The consumer - children’s awareness and feelings toward TV brands
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- Figure 8: Children's awareness of TV brands, September 2013
- Figure 9: Children’s judgements of children’s television brands, September 2013
- The consumer – children’s technology ownership and preferred media use
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- Figure 10: Children's ownership of technology, September 2013
- Figure 11: Children's use of media, September 2013
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- Figure 12: Children's preferred media use, September 2013
- What we think
Issues in the Market
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- What is the likely future success of Video on Demand services with children’s content?
- What is the future of children’s reading?
- How can in-app purchases best be presented to parents?
- Are children becoming more independent media users?
Trend Application
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- Trend: Life Hacking
- Trend: Help me Help Myself
- Mintel Futures: Generation Next
Market Background
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- Key points
- Television
- Fewer TVs in children’s bedrooms
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- Figure 13: Presence of TVs in children's bedrooms, by age, 2007-13
- Total broadcast children’s TV mostly static, though first-run hours are decreasing
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- Figure 14: Genre mix on BBC1, BBC2, ITV, Channel 4 and Channel 5 in pre-watershed broadcasting, 2002, 2009-12
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- Figure 15: Total broadcast time by genre, all hours and first-run hours, 2011-12
- Children watching marginally less TV than in previous years
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- Figure 16: Average hours of weekly TV viewing, by age of children, 2007-13
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- Figure 17: Use of on-demand TV services, by age, gender and socio-economic group, 2011-13
- Radio
- Fewer radio sets in children’s bedrooms
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- Figure 18: Presence of a radio set in a child’s bedroom, by age, 2007-13
- Youngest children also listening to less radio
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- Figure 19: Radio listening at home, by age of child, 2011-13
- Magazines and books
- Drastic decline in kids’ magazine circulation
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- Figure 20: Volume of UK magazines distributed, 2007-12
- Most popular magazine franchises are crossover media
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- Figure 21: Top five individual children’s and teenage magazines, by circulation, January 2013-June 2013
- Children’s books mostly retain value
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- Figure 22: UK total sales of physical books, by value, by segment, 2008-12
- Internet access and technology use
- Internet access mostly universal, usage migrating to bedrooms
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- Figure 23: Internet access (PC/laptop/netbook-based) at home, by age of child and socio-economic group, 2009-13
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- Figure 24: Where the child mostly uses the internet, by age, 2009-13
- Younger children mostly interactive
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- Figure 25: Top ten internet activities carried out at least once a week, by age, May 2013
Who’s Innovating?
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- Key points
- BBC Children’s division diversifies offering to meet new challenges
- Mr Men and Little Miss will appeal to nostalgic parents
- BBC CBeebies Theme Park
- Apple creates Kids’ App Store
Companies and Products
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- British Broadcasting Company
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- Figure 26: Financial performance of BBC, 2012-13
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- Figure 27: BBC expenditure on content, by TV channel, 2012-13
- Figure 28: BBC UK public service broadcast group expenditure, by channel, 2012-13
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- Figure 29: BBC Children’s genre network hours, by channel, 2012-13
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- Figure 30: BBC population reach, by TV channel, 2012-13
- Recent activity
- Disney Channel
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- Figure 31: Financial performance of Walt Disney Company Limited (The) UK Division, 2011-12
- Recent activty
- Egmont UK Ltd
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- Figure 32: Financial performance of Egmont UK Limited, 2011-12
- Figure 33: Financial performance of Egmont Group/Egmont Kids Media, 2011-12
- Recent activity
- Fun Kids Radio
- ITV plc
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- Figure 34: Financial performance of ITV plc, 2011-12
- Recent activity
- Mind Candy Ltd
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- Figure 35: Financial performance of Mind Candy Limited, 2011-12
- Recent activity
- Penguin Books Ltd
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- Figure 36: Financial performance of Penguin Books Limited, 2011-12
- Recent activity
- Random House Children’s Publishers UK
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- Figure 37: Financial performance of The Random House Group Limited, 2011-12
- Recent activity
- Stardoll AB Ltd
The Consumer – Technology in Children’s Homes and their Usage of It
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- Key points
- Topline data
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- Figure 38: Technology in children’s homes, September 2013
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- Figure 39: Children’s technology usage in the home, September 2013
- Key highlights – Ownership
- Key highlights – Usage
- Key demographics – Ownership
- Key demographics – Usage
- Key analyses
- Tablets are increasing their reach, but will not replace computers
- High smartphone incidence will habituate children to persistent content availability
- PMP usage very high, especially older children
- Charts
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- Figure 40: Presence of technology in children’s homes, by age of child, September 2013
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- Figure 41: Presence of technology in children’s homes, by socio-economic group, September 2013
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- Figure 42: Presence of technology in children’s homes, by gross annual household income of parents, September 2013
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- Figure 43: Presence of technology in children’s homes, by gender of child, September 2013
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- Figure 44: Presence of technology in children’s homes, by number of child’s siblings, September 2013
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- Figure 45: Use of technology in children’s homes by children, by age of child, September 2013
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- Figure 46: Use of technology in children’s homes by children, by socio-economic group, September 2013
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- Figure 47: Use of technology in children’s homes by children, by gross annual household income of parents, September 2013
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- Figure 48: Use of technology in children’s homes by children, by gender of child, September 2013
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- Figure 49: Use of technology in children’s homes by children, by number of child’s siblings, September 2013
The Consumer – Frequency with which Parents and Children Consume Media Together
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- Key points
- Traditional video much more popular than video on demand
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- Figure 50: Media parents have read/watched/used with their children in the last three months, September 2013
- “Traditional Media” remains important for younger children
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- Figure 51: Proportion of parents who have watched DVD/Blu-rays, play board games or read books with their children in the last three months, by age, September 2013
- Video games increase
- Subscription music has one of highest levels of exposure
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- Figure 52: Length of time parents have spent reading, watching or listening to media with children in the last three months, September 2013
- e-books less frequently used, but for non-negligible periods at a time
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- Figure 53: Amount of time each week, on average, parents spent reading print books and e-books with children their children in the last three months, September 2013
The Consumer – Parents’ Attitude to In-app Purchases
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- Key points
- Four in ten against in-app purchases
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- Figure 54: Parents' attitudes to in-app purchases, September 2013
- IAPs contextualised within the child’s progress may appeal to parents
- Parents get less concerned as children age
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- Figure 55: Select parents’ attitudes to IAP, by age of the child, September 2013
- Worthy apps do not negate need for oversight
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- Figure 56: Proportion of consumers who are happy for their children to make IAP as long as they authorise it, September 2013
The Consumer – Parents’ Attitude to Media
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- Key points
- Traditional books preferred by parents
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- Figure 57: Parents' attitudes to media, September 2013
- Cross-media brand purchases favoured by less affluent parents
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- Figure 58: Parents who try and find content across all platforms once their child discovers a brand or character they enjoy, September 2013
- Less than a fifth think apps aren’t creative
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- Figure 59: Media parents use with children in the last three months, by belief that newer media does not allow children to be creative, September 2013
- Parents that want customised TV also enjoy streaming services
The Consumer – Parents’ Attitude to Streaming Video Services
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- Key points
- Over a third do not think streaming services are necessary alongside premium TV
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- Figure 60: Parents attitudes to video on demand services, September 2013
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- Figure 61: Parents attitude to streaming services, by presence of a pay-TV subscription in the house, September 2013
- Wealthier parents view streaming as DVD replacement
- Parents of girls want to vet content
- Time-controls would overcome “unlimited content” concerns
- Smartstick/Chromecast may encourage a fifth to purchase streaming services
The Consumer – Children’s Awareness and Feelings Towards TV Brands
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- Key points
- Children’s awareness of TV brands
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- Figure 62: Children's awareness of TV brands, September 2013
- Demographic Differences
- CITV “boredom” rating may be due to lack of original content
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- Figure 63: Children’s judgements of children’s television brands, September 2013
- CBBC retains “educational” crown…
- …and is also the most inclusive
- Disney more likely to attract girls
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- Figure 64: Likelihood of children feeling that TV brands are for someone like them, by gender, September 2013
- BBC equally popular with older children
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- Figure 65: Children who believe that TV brands are for “older kids” (aged over 11), by age, September 2013
The Consumer – Children’s Technology Ownership and Preferred Media Use
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- Key points
- Portable media consumption now easily facilitated
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- Figure 66: Children's ownership of technology, September 2013
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- Figure 67: Personal ownership of non-apple tablets and smartphones, by age, September 2013
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- Figure 68: Ownership of select technologies, by age, September 2013
- High crossover of Apple owning products
- TV still omnipresent
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- Figure 69: Children's use of media, September 2013
- “Old” media still dominant, bar in gaming
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- Figure 70: A selection of media children watch/play/listen to either alone or with contemporaries, September 2013
- Children’s usage of streaming services without parents is not high
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- Figure 71: Consumption of video media, by age, September 2013
- Boys prefer interactive media
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- Figure 72: Children's preferred media use, September 2013
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- Figure 73: Preferred media, by gender of child, September 2013
- Space in the market for young teen radio could yield rewards
Appendix – The Consumer – Technology in Children’s Homes and their Usage of It
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- Figure 74: Technology that children have in their homes, September 2013
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- Figure 75: Technology that children have in their homes, by most popular technology that children have in their homes, September 2013
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- Figure 76: Technology that children have in their homes, by next most popular technology that children have in their homes, September 2013
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- Figure 77: Technology that children use in their homes, September 2013
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- Figure 78: Technology that children use in their homes, by most popular technology that children use in their homes, September 2013
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- Figure 79: Technology that children use in their homes, by next most popular technology that children use in their homes, September 2013
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- Figure 80: Most popular technology that children have in their homes, by demographics, September 2013
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- Figure 81: Next most popular technology that children have in their homes, by demographics, September 2013
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- Figure 82: Other technology that children have in their homes, by demographics, September 2013
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- Figure 83: Most popular technology that children use in their homes, by demographics, September 2013
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- Figure 84: Next most popular technology that children use in their homes, by demographics, September 2013
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- Figure 85: Other technology that children use in their homes, by demographics, September 2013
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Appendix – The Consumer – Frequency with Which Parents and Children Consume Media Together
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- Figure 86: Media watched, read, listened to or played by parents with their children in the last three months, September 2013
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- Figure 87: Media watched, read, listened to or played by parents with their children in the last three months, by most popular technology that children have in their homes, September 2013
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- Figure 88: Media watched, read, listened to or played by parents with their children in the last three months, by next most popular technology that children have in their homes, September 2013
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- Figure 89: Media watched, read, listened to or played by parents with their children in the last three months, by most popular technology that children use in their homes, September 2013
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- Figure 90: Media watched, read, listened to or played by parents with their children in the last three months, by next most popular technology that children use in their homes, September 2013
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- Figure 91: Frequency with which parents use media with children, September 2013
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- Figure 92: Frequency with which parents use media with children, September 2013
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- Figure 93: Most popular media watched, read, listened to or played by parents with their children in the last three months, by demographics, September 2013
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- Figure 94: Next most popular media watched, read, listened to or played by parents with their children in the last three months, by demographics, September 2013
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- Figure 95: Other media watched, read, listened to or played by parents with their children in the last three months, by demographics, September 2013
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Appendix – The Consumer – Parents’ Attitudes to In-app Purchases
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- Figure 96: Parents' attitudes towards in-app purchases, September 2013
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- Figure 97: Technology that children have in their homes, by most popular parents' attitudes towards in-app purchases, September 2013
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- Figure 98: Technology that children have in their homes, by next most popular parents' attitudes towards in-app purchases, September 2013
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- Figure 99: Media watched, read, listened to or played by parents with their children in the last three months, by most popular parents' attitudes towards in-app purchases, September 2013
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- Figure 100: Media watched, read, listened to or played by parents with their children in the last three months, by next most popular parents' attitudes towards in-app purchases, September 2013
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- Figure 101: Parents' attitudes towards in-app purchases, by most popular parents' attitudes towards in-app purchases, September 2013
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- Figure 102: Parents' attitudes towards in-app purchases, by next most popular parents' attitudes towards in-app purchases, September 2013
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- Figure 103: Most popular parents' attitudes towards in-app purchases, by demographics, September 2013
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- Figure 104: Next most popular parents' attitudes towards in-app purchases, by demographics, September 2013
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Appendix – The Consumer – Parents’ Attitude to Media
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- Figure 105: Parents’ attitudes towards children’s media, September 2013
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- Figure 106: Technology that children have in their homes, by most popular parents’ attitudes towards children’s media, September 2013
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- Figure 107: Technology that children have in their homes, by next most popular parents’ attitudes towards children’s media, September 2013
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- Figure 108: Technology that children use in their homes, by most popular parents’ attitudes towards children’s media, September 2013
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- Figure 109: Technology that children use in their homes, by next most popular parents’ attitudes towards children’s media, September 2013
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- Figure 110: Media watched, read, listened to or played by parents with their children in the last three months, by most popular parents’ attitudes towards children’s media, September 2013
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- Figure 111: Media watched, read, listened to or played by parents with their children in the last three months, by next most popular parents’ attitudes towards children’s media, September 2013
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- Figure 112: Parents’ attitudes towards children’s media, by most popular parents’ attitudes towards children’s media, September 2013
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- Figure 113: Parents’ attitudes towards children’s media, by next most popular parents’ attitudes towards children’s media, September 2013
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- Figure 114: Most popular parents’ attitudes towards children’s media, by demographics, September 2013
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- Figure 115: Next most popular parents’ attitudes towards children’s media, by demographics, September 2013
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Appendix – The Consumer – Parents’ Attitude to Streaming Video Services
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- Figure 116: Parents' attitudes towards video-on-demand services, September 2013
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- Figure 117: Presence of a video streaming service in the household, by parents' attitudes towards video-on-demand services, September 2013
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- Figure 118: Most popular parents' attitudes towards video-on-demand services, by demographics, September 2013
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- Figure 119: Next most popular parents' attitudes towards video-on-demand services, by demographics, September 2013
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Appendix – The Consumer – Children’s Awareness and Feelings Towards TV Brands
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- Figure 120: Children's awareness of TV broadcasters, September 2013
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- Figure 121: Children's awareness of TV broadcasters, by children's awareness of TV broadcasters, September 2013
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- Figure 122: Media children watch, play, read or listen to either by themselves or with friends, by children's awareness of TV broadcasters, September 2013
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- Figure 123: Children’s perceptions of TV broadcasters, September 2013
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- Figure 124: Children’s perceptions of Disney Channel TV broadcasters, September 2013
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- Figure 125: Children’s perceptions of Nickelodeon TV broadcasters, September 2013
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- Figure 126: Children’s perceptions of CBBC TV broadcasters, September 2013
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- Figure 127: Children’s perceptions of CITV TV broadcasters, September 2013
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- Figure 128: Children’s perceptions of Cartoon Network TV broadcasters, September 2013
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- Figure 129: Children's awareness of TV broadcasters, by demographics, September 2013
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- Figure 130: Most popular children’s perceptions of TV broadcasters – Disney Channel, by demographics, September 2013
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- Figure 131: Next most popular children’s perceptions of TV broadcasters – Disney Channel, by demographics, September 2013
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- Figure 132: Most popular children’s perceptions of TV broadcasters – Nickelodeon, by demographics, September 2013
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- Figure 133: Next most popular children’s perceptions of TV broadcasters – Nickelodeon, by demographics, September 2013
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- Figure 134: Most popular children’s perceptions of TV broadcasters – CBBC, by demographics, September 2013
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- Figure 135: Next most popular children’s perceptions of TV broadcasters – CBBC, by demographics, September 2013
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- Figure 136: Most popular children’s perceptions of TV broadcasters – CITV, by demographics, September 2013
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- Figure 137: Next most popular children’s perceptions of TV broadcasters – CITV, by demographics, September 2013
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- Figure 138: Most popular children’s perceptions of TV broadcasters – Cartoon Network, by demographics, September 2013
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- Figure 139: Next most popular children’s perceptions of TV broadcasters – Cartoon Network, by demographics, September 2013
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Appendix – The Consumer – Children’s Technology Ownership and Preferred Media Use
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- Figure 140: Children's ownership of technology, September 2013
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- Figure 141: Children's ownership of technology, by most popular children's ownership of technology, September 2013
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- Figure 142: Children's ownership of technology, by next most popular children's ownership of technology, September 2013
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- Figure 143: Media children watch, play, read or listen to either by themselves or with friends, September 2013
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- Figure 144: Media children watch, play, read or listen to either by themselves or with friends, by most popular children's ownership of technology, September 2013
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- Figure 145: Media children watch, play, read or listen to either by themselves or with friends, by next most popular children's ownership of technology, September 2013
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- Figure 146: Children's ownership of technology, by most popular media children watch, play, read or listen to either by themselves or with friends, September 2013
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- Figure 147: Children's ownership of technology, by next most popular media children watch, play, read or listen to either by themselves or with friends, September 2013
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- Figure 148: Media children would prefer to interact with, if given the choice, September 2013
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- Figure 149: Children's ownership of technology, by media children would prefer to interact with, if given the choice, September 2013
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- Figure 150: Most popular children's ownership of technology, by demographics, September 2013
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- Figure 151: Next most popular children's ownership of technology, by demographics, September 2013
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- Figure 152: Most popular media children watch, play, read or listen to either by themselves or with friends, by demographics, September 2013
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- Figure 153: Next most popular media children watch, play, read or listen to either by themselves or with friends, by demographics, September 2013
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- Figure 154: Other media children watch, play, read or listen to either by themselves or with friends, by demographics, September 2013
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- Figure 155: Most popular media children would prefer to interact with, if given the choice, by demographics, September 2013
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- Figure 156: Next most popular media children would prefer to interact with, if given the choice, by demographics, September 2013
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