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CHILDWISE Pre-school Report 2016

01-16-2017 08:20 AM CET | Advertising, Media Consulting, Marketing Research

Press release from: ReportsWorldwide

ReportsWorldwide has announced the addition of a new report title CHILDWISE Pre-school Report 2016 to its growing collection of premium market research reports.

This annual report provides a comprehensive understanding of what the youngest children are currently interested in, their media behaviour and how their wider skills are developing. Children’s own preferences and aptitudes become apparent by age three to four, and many spend time independent from their parents, at nursery or playgroup. By age four most youngsters are self-sufficient on a tablet or mobile phone and are becoming independent
players when accessing apps, games and downloadable content. This report explores all of this in detail, as well as looking at children’s proficiency across a range of social, developmental and technical skills.

The report findings are based on interviews with 1,005 parents of children aged between six months and four years. Interviews were conducted online across the UK, during the month of July 2016. The sample was quotaed by parent gender, age and gender of child, and by socio economic group, to give a final distribution as follows:

To view detailed description and Table of Contents of this report please visit

Today there are thought to be more than 4 million children aged under 5 years living in the UK. The pre-school age group accounts for around a third of all children under the age of 16. It is an important demographic, both in terms of numbers and because it involves children in their earliest years, when patterns of behaviour and attitudes are first established. At this age we know that parents are central to most children’s lives, with a major influence on what is consumed and how time is spent – including access to media, and support for brands and characters.

In commercial terms, this is a unique market, with spending mainly in the hands of parents, but with a growing sense of children’s own preferences and interests. Future brand loyalties and behaviour patterns first take shape at this age. It is important to understand what motivates these children, and how their parents respond.

Key Topics Covered in the Report

1. Introduction & Sample
2. Key Findings
3. Access to Media
• Overview
• When do pre-schoolers watch TV?
• Do parents watch with them?
• Using video-on-demand services
• How long do pre-schoolers watch for?
• Parental attitudes to viewing time
• Which children’s TV channels do they watch?
• Which regular TV channels do they watch?
• Case Study - Pre-school boy
• Favourite TV programmes
Using tablets and computers
• Ownership of tablets and computers
• When do pre-schoolers use tablet devices?
• When do parents join in?
• What do pre-schoolers use tablet devices for?
• What are their favourite apps and why?
• Case Study - Pre-school girl
• What websites do they use regularly?
Do pre-schoolers use mobile phones?
• Ownership of mobile phones?
Proficiency with touch screen technology
Using a games console?
• Ownership of games consoles
• When do they use a games console?
• Favourite games
What magazines do they enjoy?
• How often do parents buy these?
4. Purchasing
Monthly spend on ...
... clothes
... days out
... organised activities
... toys
... footwear
... books
... magazines and comics
... DVDs and Blu-Rays
... apps and games
5. Activities & Skills
• Participation in organised activities
• Shared activities with parents
• What tasks can they carry out themselves?
6. Household Profiles
• Who else lives in your house?
7. Appendix

To Make an Enquiry of this report please visit

About is a leading provider of global market intelligence reports and services. With research reports from top publishers, consulting and advisory firms, offers instant online access to a growing database of expert insights on global industries, companies, products, geographies and trends.

Press Contact:
Abigail Crasto
Senior Vice President
101, Arch Street
Boston, MA 02110
Phone +1 (617) 398-4994
Fax +1 (617) 398-4995

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