RESEARCH: Blurring Media Boundaries – What Brings Kids and Adults Together?

Thursday 7th July 2011, 3:30pm - 4:30pm BST

Showroom 5

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This research examines kids’ attitudes towards media content, including an examination of the blurring boundaries of shared behaviour with siblings, friends and parents
Blurring of adult and child boundaries has led to a step change in how children consume media. Children are growing older younger and parents are staying younger with an active interest in youth culture. Research suggests that there has been a decrease in the number of TV’s in youths’ bedrooms and they migrate back to the shared family viewing and, as a result, interest in adult driven programmes has increased. Recent figures claim that over 70% of parents enjoy watching TV with their kids; clearly there is a blurring of child and parent boundaries. On top of this, tweens are keen and savvy technology users (e.g. increased usage of mobile phones younger, increased access to the internet etc.) and the media is continuing to remain of high interest.

It examines kids’ lives today and their attitudes towards media, including an exploration of shared behaviour with siblings, friends and parents; helping content developers to understand when parents and kids access media together versus alone, and the key motivational drivers to specific content. It also considers what they want next.

Session Report

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