#tcmc

Contented Content Consumers?

#tcmc

Presented by

Martina Chapman, Ofcom

Contented Content Consumers?

Watch TV Listen to

the radio

Use a mobile

phoneUse the internet

Via PC/Laptop

Watch

Videos/

DVDs

Play

console/

Video games

Listen to

portable

MP3 device

2

Contented content consumers? Children’s

Media Views and habits

3

4

1,717

interviews

March 2012;

190 parents

of 3-4s

Qualitative

research on

parents use

of and

attitudes to

parental

controls

BARB data

on children’s

viewing

habits

UKOM/

Nielsen data

on most-

accessed

websites by

children

aged 5-15

Media

Tracker data

on parents’

views re

programme

standards

and

regulation

Watch TV Listen to

the radio

Use a mobile

phoneUse the internet

Via PC/Laptop

Watch

Videos/

DVDs

Play

console/

Video games

Listen to

portable

MP3 device

5

TV in a multimedia world

6

TV remains central for children

– although for older children it must compete

with online and mobile

7

10

20

43

77

83

90

90

91

97

Smart TV

Tablet

Portable Media

Player

DVR

Radio (DAB or

AM/FM)

DVD player

Games

console/player

Internet

(PC/laptop)

Digital TV

Core media in the homes of 5-15s

In the

homes

of over 9

in 10

children

8

Estimated weekly time spent on different media

6.6

6.0

5.8

6.2

11.0

8.0

6.6

8.7

17.1

8.1

6.0

11.5

17.3

15.7

14.6

16.0

0.0 4.0 8.0 12.0 16.0 20.0 24.0

Aged 12-15

Aged 8-11

Aged 5-7

Aged 5-15TV

Internet

Gaming

Radio

Weekly hours

9

Estimated weekly time spent on different media

6.6

6.0

5.8

6.2

11.0

8.0

6.6

8.7

17.1

8.1

6.0

11.5

17.3

15.7

14.6

16.0

0.0 4.0 8.0 12.0 16.0 20.0 24.0

Aged 12-15

Aged 8-11

Aged 5-7

Aged 5-15TV

Internet

Gaming

Radio

Weekly hours

10

Estimated weekly time spent on different media

6.6

6.0

5.8

6.2

11.0

8.0

6.6

8.7

17.1

8.1

6.0

11.5

17.3

15.7

14.6

16.0

0.0 4.0 8.0 12.0 16.0 20.0 24.0

Aged 12-15

Aged 8-11

Aged 5-7

Aged 5-15TV

Internet

Gaming

Radio

Weekly hours

11Watch TV Listen to

the radio

Use a mobile

phoneUse DVRUse the internet

Via PC/Laptop

Play console/

Video games

Listen to portable

MP3 deviceWatch Videos/

DVD’s

98% - watch TV

66% - watch DVDs

53% - use DVR

37% - internet

44% - games

32% - radio

13%

12%9%

Media used at home by children aged 3-4

TV is most significant media for 5-11s, but loses out to mobile

for 12-15s

64

Watch TV

18

Watch TV Listen to

the radio

Use a mobile

phoneUse the internet

Via PC/Laptop

Watch

Videos/

DVDs

Play

console/

Video games

Listen to

portable

MP3 device

22

10

18

Aged 5 - 7 Aged 8 - 11 Aged 12 - 15

48%

watch TV

4

TV - 53% TV - 46%

Games -

23%

Games -

22%

TV -

20%Internet –

21%

Mobile –

39%

14%

Watch TV Listen to

the radio

Use a mobile

phoneUse the internet

Via PC/Laptop

Watch

Videos/

DVDs

Play

console/

Video games

Listen to

portable

MP3 device

13

What, Where and How

14

What children watch on TV goes beyond

children’s programming, and beyond the TV set

What children are watching

4-9s 000s 10-15s 000s

The Gruffalo’s Child 1050 Britain’s Got Talent 1081

Dr Who 894 I’m A Celebrity – Get Me

Out of Here!

1054

Britain’s Got Talent 827 The X Factor Results 1029

The X Factor 773 Dr Who 1027

The X Factor Results 734 Britain’s Got Talent –

Result

1004

The Royal Wedding 718 The X Factor 999

Kung Fu Panda 693 Comic Relief 937

Strictly Come Dancing 673 New Year Live 777

Eastenders 658 Outnumbered 766

Children in Need 647 Eastenders 744

15

Top 10 programmes, 2011 (BARB data)

4-9s 000s 10-15s 000s

The Gruffalo’s Child 1050 Britain’s Got Talent 1081

Dr Who 894 I’m A Celebrity – Get Me

Out of Here!

1054

Britain’s Got Talent 827 The X Factor Results 1029

The X Factor 773 Dr Who 1027

The X Factor Results 734 Britain’s Got Talent –

Result

1004

The Royal Wedding 718 The X Factor 999

Kung Fu Panda 693 Comic Relief 937

Strictly Come Dancing 673 New Year Live 777

Eastenders 658 Outnumbered 766

Children in Need 647 Eastenders 744

16

What children are watching

Top 10 programmes, 2011 (BARB data)

5-7 8-11 12-15

1 Google Google Google

2 Google Search Google Search Google Search

3 BBC YouTube Facebook

4 Facebook MSN/WindowsLive/Bing MSN/WindowsLive/Bing

5 MSN/WindowsLive/Bing Facebook YouTube

6 YouTube BBC BBC

7 BBC CBeebies YouTube Homepage Google Image Search

8 Yahoo! Google Image Search YouTube Homepage

9 eBay Wikipedia Yahoo!

1

0

Ask Search Network Windows Messenger

Live

Wikipedia

17

Which websites children are visiting

Top 10 websites visited by children, 2012 (Nielsen

Analysis)

Watch/

download

videos made

by people/

general

public

(YouTube)*

Figure 60: Top 10 internet activities ever carried out, by age: 2012

57%

64%

27%

21%

4%

13% 13%

46%

8%

41%

87%

68%

57%

45%

29%33% 34%

56%

41%38%

92%

65%

84%

73%

82%

71% 69%

34%

62%

47%

0%

20%

40%

60%

80%

100%

General

surfing/

browsing

School

work/

homework

Playing

games

online

Social

networking

websites

Downloading

or playing

music

TV

channel/

programme

website

Send/

receive

emails

Aged 12-15Aged 8-11Aged 5-7

Go to the

Wikipedia

website**

% point

change

since

2011 +5 +8

Avatar

websites

+7

What online tasks are they doing?

Media in children’s bedrooms

?

4338

24

14

58 60

31

21

73

3741

64

TV in bedroom Digital TV in bedroomGames console in

bedroom

20

Media in children’s bedrooms

Aged5-7

Aged

12-15

Aged

8-11Aged

5-7Aged

12-15

Aged

8-11

Aged

5-7Aged

12-15

Aged

8-11Aged

5-7Aged

12-15Aged8-11

DVD player/ recorder/

Blu –ray recorder

%

21

Who children are watching with

29 2434

1214

10

59 6256

4-15 4-9 10-15

Child and adult

Child and child

Child only

22

99

26

12

5 5 4

34

98

14

7

1 3 1

18

99

23

13

3 4 3

33

TV set PC/ laptop/

netbook

Games

console/

player

(fixed or

portable)

Mobile

phone

Tablet

computer

Any

device

other than

a TV set

22

Watching on other devices

Portable

media

player

%

5-7s 8-11s 12-15s

Watching on other devices

19 202117

38

22

37

22

38

21

45

28 28

4651

4346

69

52

66

51

68

51

73

58

51

Watch or download

videos made by people/

the general public like

on YouTube

Watch or download

music videos

NANA

Watch or download TV

programmes or films on

websites like BBC iPlayer, 4OD,

ITV Player or Sky Player**

Aged

8-11

Aged

12-15

07 08 09 10 11 12 07 08 09 10 11 12

Aged

8-11

Aged

12-15

07 08 09 10 11 12 07 08 09 10 11 12

Aged

8-11

Aged

12-15

07 08 09 10 11 12 07 08 09 10 11 12NANANA NANANANANA

%

24

Multi-tasking among 8-15s

10

327

31

5

22

8-11s 12-15s

Most times when using a

mobile phone (for

calls/texts)

Most times when going

online (using any device)

Most times when

watching TV

Watch TV Listen to

the radio

Use a mobile

phoneUse the internet

Via PC/Laptop

Watch

Videos/

DVDs

Play

console/

Video games

Listen to

portable

MP3 device

25

Critical understanding

26

77

81

80

41

48

12

6

12

7

47

28

10

14

8

13

12

24

80

0% 20% 40% 60% 80% 100%

12-15s

8-11s

12-15s

8-11s

12-15s

8-11s

Yes No Don't know

Reality

programmes, like

the X Factor

TV documentaries,

like wildlife

programmes

Judging the truthfulness of content

News

programmes, like

newsround

Do these programmes show a true picture of what

really happened?

27

77

81

80

41

48

12

6

12

7

47

28

10

14

8

13

12

24

80

0% 20% 40% 60% 80% 100%

12-15s

8-11s

12-15s

8-11s

12-15s

8-11s

Yes No Don't know

Reality

programmes, like

the X Factor

TV documentaries,

like wildlife

programmes

Judging the truthfulness of content

News

programmes, like

newsround

Do these programmes show a true picture of what

really happened?

28

77

81

80

41

48

12

6

12

7

47

28

10

14

8

13

12

24

80

0% 20% 40% 60% 80% 100%

12-15s

8-11s

12-15s

8-11s

12-15s

8-11s

Yes No Don't know

Reality

programmes, like

the X Factor

TV documentaries,

like wildlife

programmes

Judging the truthfulness of content

News

programmes, like

newsround

Do these programmes show a true picture of what

really happened?

51

1924

1712

32

23

58

1822 23

17

2631

54

22 21 22

16

27 29

63

21 21

10 8

27

15

72

25

1814

9

18 19

67

17 1814

7

2318

Too many

adverts

Not enough

programmes I

like

Programmes

on too late

Seeing things

that make me

feel sad,

frightened or

embarrassed

Seeing things

too old for me

These things

don’t worry me

Figure 113: Children’s dislikes about television, by age: 2010, 2011 and 2012

EITHER

Seeing things

that are too old

for me OR things

that make me

feel sad,

frightened or

embarrassed

Aged

8-11

Aged

12-15

1011 12 10 11 12

Aged

8-11

Aged

12-15

1011 12 10 11 12

Aged

8-11

Aged

12-15

10 11 12 10 11 12

Aged

8-11

Aged

12-15

10 11 12 10 11 12

Aged

8-11

Aged

12-15

10 11 12 10 11 12

Aged

8-11

Aged

12-15

10 11 12 10 11 12

Aged

8-11

Aged

12-15

10 11 12 10 11 12

%

Children’s dislikes about television content

Aged 5-15 Aged 5-7 Aged 8-11 Aged 12-15

Any rules or restrictions 83% 94% 90% 67%

No TV after a certain time 52% 62% 59% 37%

No programmes with nudity/ sexual content 43% 48% 52% 29%

Regularly check on what they are watching 42% 47% 50% 30%

No programmes with swearing/ bad language 37% 48% 45% 22%

No programmes with violence 35% 44% 42% 21%

Only DVDs/ videos with an appropriate age rating 34% 43% 39% 22%

Only children’s TV programmes/ children’s

channels

26% 46% 30% 6%

Need a PIN/ password to watch certain channels/

certain movie ratings

22% 23% 22% 20%

Only DVD/ video that an adult or parent has

watched first

12% 16% 14% 7%

Can only watch when supervised/ not on their own 9% 17% 9% 4%

Figure 133: Parental rules for television, by age: 2012 Rules about television viewing

5046

14 16

4649

14

20

5551

14 16

48

40

14 15

31

0%

20%

40%

60%

80%

100%

Figure 132: Summary of parental controls in place, by platform: 2012

Parental controls

set on

multichannel

television service

Parental controls

installed on PC/

laptop/ netbook

that the child

uses at home

Mobile phone

filters set up

(where phone can

be used to go

online)

Aged

5-7

Aged

12-15

Aged

8-11

Aged

5-15

Aged

5-7

Aged

12-15

Aged

8-11

Aged

5-15

Aged

5-7

Aged

12-15

Aged

8-11

Aged

5-15

Aged

5-7

Aged

12-15

Aged

8-11

Aged

5-15

Aged

5-7

Aged

12-15

Aged

8-11

Aged

5-15

Parental controls

set on portable/

handheld games

console

Parental controls

set on fixed

games console

Parental Controls in place, by platform

Parents’ views on parental controls

“It’s just that you sort of don’t hear it in front of you, the dangers of

content getting to kids and the effect this has on kids. So I think parents

need to be a bit more educated”

London, ABC1 with parental controls

“We don’t know how to use (the internet) ourselves.

We don’t know what they get up! They can close

down the page before I see it and I don’t know how to

get it up again”

Belfast, C2DE, without parental controls

“A lot of parents nowadays have got busy jobs … There is too much

going on with the juggling of work, home, kids and everything”

London, C2DE, without parental controls

“This works as an insurance policy in case something

goes wrong. But the most important thing is that you have

to talk to them, you have to explain.”

London, C2DE with parental controls

33

• TV is central for children, remaining the media type that both 5-7s and 8-11s

spend the most time doing and would miss the most if it was taken away

• However, for 12-15s other types of media are also becoming central, with

this group spending as much time online as watching TV and being more

likely to miss their mobiles than the telly

• Children’s TV viewing is about more than children’s programming, with

much of children’s viewing being of adult or family programmes, and a

substantial minority are watching TV alone after the watershed

• Other devices are becoming increasingly important as children both

indulge in media multi-tasking and watch TV on devices other than the TV set

In summary ...

34

• In most cases children are able to make judgements about the veracity of

different kinds of content, although there may be some uncertainty among

some, particularly younger viewers, around more ambiguous content such as

reality TV

• A significant minority of 8-11s say they dislike seeing things on television

that are too old for them

• The most common rule around television viewing relates to no TV after a

certain time

• Half of parents have parental controls installed for their multi-channel

television service with this being more likely for the 8-11s.

In summary ...

35

For more information -

www.ofcom.org.uk/medialiteracyresearch

www.ofcom.org.uk/marketresearch

Watch TV Listen to

the radio

Use a mobile

phoneUse the internet

Via PC/Laptop

Watch

Videos/

DVDs

Play

console/

Video games

Listen to

portable

MP3 device