Project: Trends data from the CHILDWISE MONITOR Report 19972009

Reference: NA

Last update: 16/05/2011 10:32:12


The TRENDS Report gives media and purchasing behaviour for 5-16 year olds since 1997, using data drawn from the annual CHILDWISE MONITOR Report.


Tracking data from 1997 to 2009 on media and purchasing behaviour, covering:
- Computers, Internet, games consoles
- TV viewing, access to TV and channels, favourite TV programmes
- Magazines and reading, music and radio, mobile phones
- Pocket money and self purchase across key product fields
Data is presented in total, and separately for boys and girls, within two broad age bands, 5-10 years and 11-16 years. More detailed 2 year age breakdowns are available in the full CHILDWISE MONITOR Report, together with further topic areas and analysis.
The CHILDWISE MONITOR provides a detailed picture of children's behaviour and preferences,
enabling users to understand and keep track of developments across age and gender and over time.


Incisive Insight Ltd
Queens House, 123129 Queens Road, Norwich, Norfolk, NR1 3PL
01603 630054

Contract details

Cost to the Department: £1,620.00

Actual start date: 01 December 2010

Actual completion date: 12 December 2010

Summary of results

  1. This year, children's online independence continues to grow; the majority own their own laptop or PC, and half are now able to access the Internet in their own room, whilst a growing minority can access via other methods, such as on their mobile phone or through a games console. Social networking is now the main online activity, with Facebook the latest place to be.

    Key Measures
    - The number of 5-16s owning their own PC or laptop is now six in ten; laptop ownership has increased from a third last year to more than four in ten this year
    - Half of all 7-16 year olds can access the Internet in their own room, up from two in five last year
    - Social networking is the main online activity for 5-16s, with the proportion doing this the last time they were online doubling since last year
    - Facebook and YouTube are now the top favourite websites across boys and girls, younger and older children
    - The recent recovery in children's TV viewing continues, with children watching an average of 2.8 hours a day, up from a low of 2.4 hours in 2006
    - Access to multi channel TV has plateaued; nine in ten 5-16s are now able to access at home, and four in ten can access multi channel TV in their own room
    - The proportion of children with their own TV continues to fall; seven in ten 5-16s now have their own TV, down from a high of more than eight in ten in 2005. Watching via other platforms continues to grow
    - Penetration of mobile phones has levelled off this year- seven in ten 5-16 year olds own a mobile; half of 5-10 year olds, and nearly all 11-16 year olds
    - The effect of the recession is evident with a drop in the proportion of 5-16s ever buying for themselves from each of the categories