Survey on children and media
Offline together instead of online alone
For the first time, the survey on children and media (Kinder-Medien-Studie) by Blue Ocean Entertainment AG (Burda), Egmont Ehapa Media GmbH, Gruner + Jahr, Panini Verlags GmbH, Spiegel-Verlag and Zeit Verlag has analysed what media are used by 7.17 million children in Germany between the age of four and 13. The survey also examines how and how often they use these media, how they generally spend their spare time, whether there are differences between online and offline behavior and what role parents and friends play.
These are the six key results of the representative survey on “Young digital natives: how digital are they really?”, including more than 2000 interviews:
- Digital is attractive, but: 72% of all German children between the age of four and 13 are still reading printed publications several times per week in 2017.
- Print media are appealing: Children’s books and magazines reach more children between six and 13 than Youtube and games consoles.
- Offline together instead of online alone: Children still love playing outdoors with their friends and engaging in activities with their families.
- Printed trust: Offline, many children are allowed to make consumer choices by themselves early on; online, parents check for longer what is downloaded and what sites are visited.
- Print media are effective: Parents see children’s magazines in a more positive light than other media. They consider them a “meaningful activity” that encourages children to learn something.
- Early gender gap: Boys have more money at their disposal than girls even between the age of four and 13. Both genders invest in sweets and reading matter.