Digital Day: a snapshot of children’s
media useMRS Conference, 29 January 2015
Alison Preston, Head of Media Literacy Research, Ofcom
1
Methodology
Methodology
2
Stage 4: Qualitative
Stage 3: Follow-up-survey on final day
Stage 2: 7 day diary (3 days for under 16s)
Stage 1: Recruitment surveyDiary Fieldwork
5th March – 15th April 2014
Completed diaries
(respondents)
1,644 UK adults aged 16+
186 Primary school 6-11s
173 Secondary school 11-15s
Days and activities
(records)
11,508 adults diary days
108,782 adults diary activity
records
5.9m adults diary activity
minutes
3
The paper diary
A5 SIZE FOR PORTABILITYFLIP-OUT ACTIVITY KEY
ENTIRE DAY VIEWABLE FOR EASE OF COMPLETION
CLEAR AND
CONSISTENT
BRANDING FOR
RESPONDENT
4
Time spent
5
Average time spent using media and communications
per day, by age group
667
336
573
847
556521
306
423
548495
All adults 16+ Children 6-11 Children 11-15 16-24 65+
Including simultaneous activity minutes Excluding simultaneous activity minutes
9:33
11:07
14:07
9:16
5:36
Adults carry out over 11 hours of media activity each day; over 14 hours
for younger adults; and 9.5 hours for teens
6
Average time spent using media and communications
per day, by age group
667
336
573
847
556521
306
423
548495
All adults 16+ Children 6-11 Children 11-15 16-24 65+
Including simultaneous activity minutes Excluding simultaneous activity minutes
9:338:41
11:07
9:08
14:07
8:15
9:16
7:03
5:365:06
11-15s put their 9.5 hours into 7 hours of actual time
7
Activities
8
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
Alladults16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips
Radio On Radio Set Radio On Another Device Other Audio
Print Media Voice Comms Text Comms
Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
Confidential
Proportion of media and comms time, by age group
9
Proportion of media and comms time, by age group
Source: Digital Day 7 day diary
Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set
Radio On Another Device Other Audio Print Media Voice Comms
Text Comms Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
10
Proportion of media and comms time, by age group
Source: Digital Day 7 day diary
Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set
Radio On Another Device Other Audio Print Media Voice Comms
Text Comms Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
11
Proportion of media and comms time, by age group
Source: Digital Day 7 day diary
Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set
Radio On Another Device Other Audio Print Media Voice Comms
Text Comms Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
12
Proportion of media and comms time, by age group
Source: Digital Day 7 day diary
Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set
Radio On Another Device Other Audio Print Media Voice Comms
Text Comms Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
13
Proportion of media and comms time, by age group
Source: Digital Day 7 day diary
Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set
Radio On Another Device Other Audio Print Media Voice Comms
Text Comms Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
14
Proportion of media and comms time, by age group
Source: Digital Day 7 day diary
Base: All adults 16+ (1644), All activity records (1644) (108782), 16-24 (6910), 25-34 (16035), 35-44 (25304), 45-54 (26662), 55-64 (19918), 65+ (13953)
37%
45%
23%
24%
49%
6%
10%
15%
10%
9%
6%
16%
4%
19%
23%
7%
20%
20%
9%
11%
10%
10%
11%
10%
7%
All adults16+
6-11
11-15
16-24
65+
TV Or Films On A TV Set TV Or Films On Another Device Short video clips Radio On Radio Set
Radio On Another Device Other Audio Print Media Voice Comms
Text Comms Games Other Internet Media Other Non-internet Media
Young people spend as much time on text communications as watching
TV or films on a TV set
15
69%64%
52% 50%
82%
16%
8%
9% 16%
12%5%
5%
7%7%
5%
6%6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
Short online video clips on e.g.YouTube, News sites (inc. thosethrough Social Networking sites)
TV or films on DVD, Blu-ray, VHSvideo
Downloaded or streamed TV or films(paid-for) e.g. Lovefilm instant,Netflix, iTunes, Blinkbox
On-demand / catch-up TV or films(free) e.g. BBC iPlayer, 4oD, Sky ondemand
Recorded TV (programmes or films stored on your personal/ digital video recorder….)
TV (live – at the time it is broadcast, including using the red button)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All watching activity records for adults 16+ (25272), primary school-aged 6-11 (1249), secondary school-aged 11-15 (1094)
Proportion of watching activities
Half of all time spent watching AV by teens and young people is ‘pull’
content
16
69%64%
52% 50%
82%
16%
8%
9% 16%
12%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
Short online video clips on e.g.YouTube, News sites (inc. thosethrough Social Networking sites)
TV or films on DVD, Blu-ray, VHSvideo
Downloaded or streamed TV or films(paid-for) e.g. Lovefilm instant,Netflix, iTunes, Blinkbox
On-demand / catch-up TV or films(free) e.g. BBC iPlayer, 4oD, Sky ondemand
Recorded TV (programmes or films stored on your personal/ digital video recorder….)
TV (live – at the time it is broadcast, including using the red button)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All watching activity records for adults 16+ (25272), primary school-aged 6-11 (1249), secondary school-aged 11-15 (1094)
Proportion of watching activities
Half of all time spent watching AV by teens and young people is ‘pull’
content
17
69%64%
52% 50%
82%
16%
8%
9% 16%
12%5%
5%
7%7%
5%
6%6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
Short online video clips on e.g.YouTube, News sites (inc. thosethrough Social Networking sites)
TV or films on DVD, Blu-ray, VHSvideo
Downloaded or streamed TV or films(paid-for) e.g. Lovefilm instant,Netflix, iTunes, Blinkbox
On-demand / catch-up TV or films(free) e.g. BBC iPlayer, 4oD, Sky ondemand
Recorded TV (programmes or films stored on your personal/ digital video recorder….)
TV (live – at the time it is broadcast, including using the red button)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All watching activity records for adults 16+ (25272), primary school-aged 6-11 (1249), secondary school-aged 11-15 (1094)
Proportion of watching activities
Half of all time spent watching AV by teens and young people is ‘pull’
content
18
69%64%
52% 50%
82%
16%
8%
9% 16%
12%5%
5%
7%7%
5%
6%6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
Short online video clips on e.g.YouTube, News sites (inc. thosethrough Social Networking sites)
TV or films on DVD, Blu-ray, VHSvideo
Downloaded or streamed TV or films(paid-for) e.g. Lovefilm instant,Netflix, iTunes, Blinkbox
On-demand / catch-up TV or films(free) e.g. BBC iPlayer, 4oD, Sky ondemand
Recorded TV (programmes or films stored on your personal/ digital video recorder….)
TV (live – at the time it is broadcast, including using the red button)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All watching activity records for adults 16+ (25272), primary school-aged 6-11 (1249), secondary school-aged 11-15 (1094)
Proportion of watching activities
Half of all time spent watching AV by teens and young people is ‘pull’
content
19
69%64%
52% 50%
82%
16%
8%
9% 16%
12%5%
5%
7%7%
5%
6%6%
5%
12%
7%
13%
7%
19%
8%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
Short online video clips on e.g.YouTube, News sites (inc. thosethrough Social Networking sites)
TV or films on DVD, Blu-ray, VHSvideo
Downloaded or streamed TV or films(paid-for) e.g. Lovefilm instant,Netflix, iTunes, Blinkbox
On-demand / catch-up TV or films(free) e.g. BBC iPlayer, 4oD, Sky ondemand
Recorded TV (programmes or films stored on your personal/ digital video recorder….)
TV (live – at the time it is broadcast, including using the red button)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All watching activity records for adults 16+ (25272), primary school-aged 6-11 (1249), secondary school-aged 11-15 (1094)
Proportion of watching activities
Half of all time spent watching AV by teens and young people is ‘pull’
content
20
18%26%
36%25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%20%6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
By video calls (including Skype,Facetime, etc)
By phone call
By photo or video messages (MMS,viewing or sending) or Snapchat
By text message (SMS, includingiMessage, reading or writing)
By email (reading or writing emails)
By Instant Messaging (e.g. MSN,WhatsApp, BBM)
Through a Social Networking sitee.g. Facebook, Twitter (excludingchecking updates)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)
Proportion of communication activities
Emails account for a third of all communication time for all adults but social
networking is the most used communication activity for young people
21
18%26%
36%25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%20%6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
By video calls (including Skype,Facetime, etc)
By phone call
By photo or video messages (MMS,viewing or sending) or Snapchat
By text message (SMS, includingiMessage, reading or writing)
By email (reading or writing emails)
By Instant Messaging (e.g. MSN,WhatsApp, BBM)
Through a Social Networking sitee.g. Facebook, Twitter (excludingchecking updates)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)
Proportion of communication activities
Emails account for a third of all communication time for all adults but social
networking is the most used communication activity for young people
22
18%26%
36%25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%20%6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
By video calls (including Skype,Facetime, etc)
By phone call
By photo or video messages (MMS,viewing or sending) or Snapchat
By text message (SMS, includingiMessage, reading or writing)
By email (reading or writing emails)
By Instant Messaging (e.g. MSN,WhatsApp, BBM)
Through a Social Networking sitee.g. Facebook, Twitter (excludingchecking updates)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)
Proportion of communication activities
Emails account for a third of all communication time for all adults but social
networking is the most used communication activity for young people
23
18%26%
36%25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%20%6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
By video calls (including Skype,Facetime, etc)
By phone call
By photo or video messages (MMS,viewing or sending) or Snapchat
By text message (SMS, includingiMessage, reading or writing)
By email (reading or writing emails)
By Instant Messaging (e.g. MSN,WhatsApp, BBM)
Through a Social Networking sitee.g. Facebook, Twitter (excludingchecking updates)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)
Proportion of communication activities
Emails account for a third of all communication time for all adults but social
networking is the most used communication activity for young people
24
18%26%
36%25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%20%6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
By video calls (including Skype,Facetime, etc)
By phone call
By photo or video messages (MMS,viewing or sending) or Snapchat
By text message (SMS, includingiMessage, reading or writing)
By email (reading or writing emails)
By Instant Messaging (e.g. MSN,WhatsApp, BBM)
Through a Social Networking sitee.g. Facebook, Twitter (excludingchecking updates)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)
Proportion of communication activities
Emails account for a third of all communication time for all adults but social
networking is the most used communication activity for young people
25
18%26%
36%25%
11%
9%
13%
20%
14%
33%
19%
47%
17%
32%
26% 21%
7%
9%
10%20%6%
9%
32%
13%
0%
20%
40%
60%
80%
100%
All adults 6-11yrs 11-15yrs 16-24 65+
By video calls (including Skype,Facetime, etc)
By phone call
By photo or video messages (MMS,viewing or sending) or Snapchat
By text message (SMS, includingiMessage, reading or writing)
By email (reading or writing emails)
By Instant Messaging (e.g. MSN,WhatsApp, BBM)
Through a Social Networking sitee.g. Facebook, Twitter (excludingchecking updates)
Source: Digital Day 7-day diary for adults/ 3-day diary for children
Base: All communication activity records for adults 16+ (37827), primary school aged 6-11 (209), secondary school aged 11-15 (1063)
Proportion of communication activities
Emails account for a third of all communication time for all adults but social
networking is the most used communication activity for young people
26
Devices across the day
27
Weekly reach of devices by timeslot – TV set
Source: Digital Day 7 day diary
Base: All adults 16+ (1644) - data aggregated to 15 min slots
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults 16+ 6-11 11-15 16-24
TV is predominantly an evening activity
28
Weekly reach of devices by timeslot – print
Source: Digital Day 7 day diary
Base: All adults 16+ (1644) - data aggregated to 15 min slots
0%
20%
40%
60%
80%
100%
All adults 16+ 6-11 11-15 16-24
Small children still get a bedtime story
29
Weekly reach of devices by timeslot – tablet
Source: Digital Day 7 day diary
Base: All adults 16+ (1644) - data aggregated to 15 min slots
0%
20%
40%
60%
80%
100%All adults 16+ 6-11 11-15 16-24
Tablets are most used by 11-15s around 8.30pm …
30
Weekly reach of devices by timeslot – games console
Source: Digital Day 7 day diary
Base: All adults 16+ (1644) - data aggregated to 15 min slots
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults 16+ 6-11 11-15 16-24
Games consoles are used steadily by 11-15s from 4 – 9pm
31
Weekly reach of devices by timeslot – mobile phone
Source: Digital Day 7 day diary
Base: All adults 16+ (1644) - data aggregated to 15 min slots
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All adults 16+ 6-11 11-15 16-24
And mobiles are the device of choice after the TV set
www.ofcom.org.uk/medialiteracyresearch
www.ofcom.org.uk/marketresearch
32
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