Research 5, 6 & 7 (Repeat)

Thursday 7th July 2016, 11:00am - 12:30pm BST

Showroom Cinema 1

Three 30 minute research presentations…

5. Do Children Still Like Reading?
Using discussion, ethnography & galvanic skin response to understand differences in parents & children’s response to reading in print and on a screen.

Presented by Anna Livingstone and Sheyi Ogunshakin, Family Kids & Youth and Alison David, Egmont

Digital entertainment dominates children’s leisure time. Over half (53%) of 3-4s use a tablet, with 15% owning one.  Over two-thirds (69%) of 5-7s use a tablet with 29% having their own tablet computer (Ofcom, 2015). eReaders and eBooks were widely expected to overtake children’s print book sales but are currently just 11 % of the market, and continue to decline. Despite children’s attachment to digital entertainment, 72% prefer to read (for pleasure) in print… even teenagers.

Egmont Publishing and Family Kids & Youth have explored the way in which parents and children respond to reading in print and on digital devices. Through focus groups and ethnography carried out in homes we have identified the emotional drivers for parents and children when reading and how these differ between print and digital. This research examines what occurs when children are read to, and the effect on their wellbeing.


6. Tuning in to Pre-Schoolers
Mums and pre-schoolers are mutually viewing content across multiple devices. This research explores the tangible and emotional drivers behind TV remaining the dominant medium.

Presented by Claire Milner, iGen Insight


7. Emotional Scheduling – The Role of Families in Kids’ Entertainment
Dubit’s research reveals how brands appeal to family audiences. Our presentation will provide a model on how to launch family friendly entertainment.

Presented by Peter Robinson, Dubit