New report explores how UK children use media channels

Children’s enthusiastic embrace of new media has resulted in a steady increase in hours of screen time, with digital use largely in addition to television viewing

ReportBuyer.com the leading website for market research reports has added the Childwise Monitor Special Report - Children's Cross Media Activity which explores children’s enthusiastic embrace of new media – their preferred media channels, the profile of the most active users, and what it is that motivates them as they use multiple channels. Key findings include:

• Children’s enthusiastic embrace of new media has resulted in a steady increase in hours of screen time, with digital use largely in addition to television viewing
• The way in which children and young people watch, share, discuss and interact with their media is evolving
• Over the last decade innovations such as mobile internet and social media have revolutionised the way in which children connect with the wider world, giving rise to the phenomenon of ‘media stacking’
• Among children this behaviour is now an integral part of their lives – they are born into a digital world and have never known a time without the internet affecting all aspects of their daily life
• But on occasion they also discriminate in their media use, preferring to focus exclusively on just one screen
• Young people are more likely than any other age group to use multiple forms of media simultaneously, paving the way for an entirely new approach to media consumption

Code: CWD00030

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