Digital Marketing to Children 2 nd December 2009

Digital Marketing to Children

2nd December 2009

http://www.village-hotels.co.uk/



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Agenda

• Background

• Parental attitudes

• Digital usage/ exposure

• Attitudes towards internet & advertising

• Digital advertising activity

• Protecting children from digital advertising

• Conclusions & recommendations

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Background


Background & Objectives

• WFA facilitates the ‘responsible advertising and children programme’, which determines and champions best practice in marketing to children.

• Digital marketing (e.g. internet, SMS, gaming) is growing fast and this is less controlled than more traditional marketing channels.

• Children in particular are exposed to digital marketing, so a lack of control could put them at risk.

• There is a requirement to understand:

1. Parental perceptions of children’s exposure to digital technology

2. Parental attitudes towards their children’s interaction with and the risks posed by digital media

3. Parental attitudes towards advertising/ marketing through digital media

4. Parental expectations of businesses and the advertising industry

• WFA designed the research questionnaire in conjunction with participating clients.


Research Coverage

• 3012 online interviews were conducted with parents of children aged 6-16 years, across 10 countries (shaded in blue below)

United States

UK

France

China

Australia

India

Germany

Mexico

ItalyPortugal


Methodology

• Where possible interviews were conducted in the countries’ native language:

• Quotas were set to ensure an equal number of mothers and fathers were interviewed and a roughly even split between those with younger children (60%) and those with older children (56%)*

• The average survey length was 14 minutes 26 seconds

• Fieldwork was hosted by BDRC’s fieldwork partner Research Now between 30 th Oct and 12th Nov 2009

* 16% overlap due to those with children in both the younger and older age group

Country Language No. of Interviews

UK English 301

USA English 300

Australia English 304

India English (No one dominant native language) 300

China Mandarin 303

Mexico Spanish 300

Germany German 300

France French 303

Italy Italian 301

Portugal Portuguese 300


Parental Attitudes


Education emerges as the principle parental concern

53

42

42

39

33

18

17

16

12

11

11

Q1. When you think about your child(ren) growing up, what are your three biggest concerns?

Base: All (3,012)

% rating as one of 3 biggest concerns for their child growing up

UK US Aus Ind Chi Mex Ger Fra Ita Por

-15 +1 -12 +20 +23 +21 -2 -11 -29 +4

+4 -13 -8 -6 +5 -20 +10 +17 +20 -9

-16 -15 -13 -8 +15 -1 +9 +2 +5 +22

+4 -2 +19 -20 -32 +13 -1 -2 +10 +9

+2 +7 +6 -6 +24 -9 -18 +6 -15 +3

-1 +3 -4 -6 -12 +5 +5 +6 +10 -6

+2 +10 0 +4 -2 +8 -10 -3 -11 +1

+7 -1 -3 -5 -10 0 +8 -7 +11 -1

+10 -4 +8 -8 -4 -2 +4 -7 +7 -5

+4 +3 +2 +16 +3 -7 0 -4 -6 -11

-3 +6 +5 +17 -6 -5 -7 2 -1 -3

Other concerns (<5%): Leaving home, church, environment

Education

Future employment

Illness/ Health

Drugs/ alcohol

Happiness

Money troubles

Sex related issues (e.g. pregnancy, STDs)

Crime

Bullying

Pressures of a commercial world

Relationships

+ significantly higher than average - significantly lower than average

Country difference from average


74

56

43

38

31

28

21

24

22

20

23

17

14

14

7

96

92

89

82

81

73

71

70

67

64

63

62

50

43

37

Internet considered almost as influential on children as their friends

Fairly InfluentialVery influential

Q2. Please indicate how influential you think the following are on your child/children's life

Base: All (3,012)

While 1/5 of parents state that advertising and marketing are ‘very influential’ on their child’s life, the mediums through which these message are communicated are thought to have greater impact

Parents/ family

School/ Teachers

Child's friends

Internet

Watching TV

Outdoor activities

Popular culture (music, celebrities...)

Sports

Other carers

Advertising & marketing

Video games

Children's books/ comics

Children's organisations (e.g. scouts)

Religion

Radio


Radio

Children's organisations

Outdoor activities

Advertising & marketing

Video games

Internet

Children's books/ comics

Popular culture

Sports

TV

Child's friends

Other carers

School/Teachers

Parents/family

Mexico

Portugal

India

China

Australia

Germany

Italy

France

USA

UK

Advertising comparatively more influential in Mexico, India, Australia & UK

Q2. Please indicate how influential you think the following are on your child/children's life

Base: All (3,012)

Greater influence of people & activities

Greater influence of media/ culture

Correspondence Map: A visual representation of relationships between influences on children and country response. Deviation from the norm is calculated and used to plot values on a map. The position of countries on the map indicates the relative importance of each influence.

N.B. Religion was excluded as it was contorting the map

(only significant influence in USA; not

at all influential in most markets)


Digital Usage/ Exposure

N.B. Digital usage/ exposure questions were asked about one child, so that the answers could be analysed according to children’s ages.


Internet access is high for all age groups, but majority mobile phone use only from 12 years upwards

82

13

27

4

14

90

38

39

9

5

95

61

49

22

1

97

67

53

32

1

Their own mobile phone (with internet access)

Internet on a computer elsewhere

Their own mobile phone (without internet access)

Internet on home computer

Q3a. Which of the following does your child/do your children have access to?

Base: Asked of ALL children: 6-8 years (n=1060), 9=11 years (n=1006), 12-14 years (n=1134), 15-16 years (n=784)

None of these

12-14 year olds9-11 year olds6-8 year olds 15-16 year olds

% with access

Across all age groups, 60% have a mobile phone: 7%

have one with internet access and one without

N.B This was an online survey so children’s access to the

internet will be high compared with the wider population


Older children use internet for a much wider variety of activities

91

54

18

15

8

3

8

90

79

41

39

21

7

8

81

84

65

67

44

13

7

85

75

80

68

24

11

72

Social Networking

Instant Chat

Education

Games

Q3b. What does your child who is XXX years old tend to use the internet for?

Base: All who’s child asked about has internet access: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)

Other

Email

Shopping

Child’s use of the internet by age (%)

Digital communication increases as children

become more socialised with age.

Shopping online fairly limited even for 15-16 yr olds.

Jump in use for educational purposes after 8 yrs old.

12-14 year olds9-11 year olds6-8 year olds 15-16 year olds


Cross-country variability in online communication and shopping

48

59

46

57

43

57

58

43

29

48

39

All

Mexico

UK

Germany

Italy

Portugal

India

Australia

China

USA

France

48

54

47

45

55

61

35

40

58

29

55

33

37

42

35

38

23

36

39

21

37

24

75

84

75

79

79

78

71

75

73

68

63

84

87

82

78

81

84

86

85

91

84

81

11

5

21

14

11

2

9

11

12

17

7

Email use

Q3b. What does your child who is XXX years old tend to use the internet for?

Base: Base: All who’s child asked about has internet access: UK (n=296), USA (n=290), Aus (n=298), Ind (n=280), Chi (n=299), Mex (n=297), Ger (n=267), Fra (n=288), Ita (n=272), Por (n=294)

Instant Chat Social

Networking Education/ ResearchGames Shopping

Significantly higher than average Significantly lower than average

Child’s use of the internet by country (%)


46 mins

1 hr 1 min

1 hr 29 mins

1 hr 56 mins

32

20

9

2

44

42

30

18

19

29

37

39

4

9

24

40

6-8 year olds

9-11 year olds

12-14 year olds

15-16 year olds

Even the youngest age group spend more than 5hrs using digital technologies each week

Less than 20 mins 1-2 hrs More than

2 hrs20-59 mins

Q4. How much time do you think your XXX year old child spends using digital technologies in an average day?


16

20

43

32

% Too much

Q5. Do you feel the amount of time that your XXX year old child spends using digital technologies is…?


Mean Time

Average daily use of digital technologies (%)Parental attitude towards child’s time spent using digital technology


4

2

0

1

3

1

2

2

1

5

Parental assessment similar despite country differences in time children spend using digital technology

101

82

81

79

75

73

71

66

64

60

Mexico

USA

UK

Australia

India

Italy

Portugal

France

Germany

China

Q4. How much time do you think your XXX year old child spends using digital technologies in an average day?

Base: All who’s child asked about has internet access

All country average: 75 min

Time child spends using digital technologies daily (mins)

27

20

28

30

24

28

28

30

23

27

Q5. Do you feel the amount of time that your XXX year old child spends using digital technologies is…?


Too much (%)Too little (%)

Parental opinion of time spent using digital technologies


Majority of parents satisfied with their level of control

51

73

30

19

26

35

43

19

8

16

25

28

1

1

58

40

27 2

All

6-8 year olds

12-14 year olds

15-16 year olds

9-11 year olds

Q6. To what extent are you able to monitor your XXX year old child's use of new technologies such as the Internet and text messaging?


To some extent but it doesn't really worry me

I feel like I have control

Not as much as I would like

I feel powerless

Parental feeling of control over child’s use of digital technologies


74

59

58

57

57

49

47

41

40

19

Half have parental control software on the home computer

60

54

43

37

Q7. Is the personal computer used by your XXX year old child to go on the Internet equipped with “parental control” software?

Base: All asked about respective age group with internet on home Computer: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)

% with parental control software

UK

USA

France

Mexico

Italy

Australia

Portugal

India

Germany

China

6-8 year olds

12-14 year olds

15-16 year olds

9-11 year olds

All country average: 50%


Attitudes Towards Internet & Advertising


Exchange of personal information the greatest worry for parents

38

44

37

45

35

28

16

29

9

7

34

28

34

22

27

35

18

27

28

30

-9

-11

-9

-17

-11

-19

-12

-32

-21

-18

-19

-18

-20

-16

-27

-37

-22

-44

-47

-24

Giving out personal information

Potential contact with strangers

Pornography

Violence

Illegal downloading

Online gambling

Playing games online

Marketing and advertising

Companies collecting personal Information on your child

The very fact that they are online and not doing something else

Very concerned

Not at all concerned

Not very concerned

Fairly concerned

Q8. Using the scale provided, how concerned are you about your XXX year old child's exposure to each of the following, on the Internet?


Internet marketing not a major concern for most

72

72

71

67

65

55

51

47

36

35

Any Concerned (%)

Any Not Concerned (%)

28

28

29

33

36

46

49

53

65

65


Violence

Illegal downloading

Online gambling

PornographyPotential contact with

strangers

Playing games online

Marketing and advertising

Giving out personal information

Companies collecting personal Information on

your child

Very fact they are online and not doing something

else

UK

USA

France

ItalyGermany

Australia

China

IndiaPortugal

Mexico

Australia & USA more mindful than other countries of marketing exposure, relative to other risks on the internet

Concern about child’s own use of internet

Concern about outside threats/ predatory behaviour

Correspondence Map: A visual representation of relationships between level of concern about child’s exposure to different risks and country response. Deviation from the norm is calculated and used to plot values on a map. The position of countries on the map indicates the relative importance of each concern.

Q8. Using the scale provided, how concerned are you about your XXX year old child's exposure to each of the following, on the Internet?

Base: All who’s child asked about has internet access (2881)


Parents claim primary responsibility for children’s wellbeing, but expect support from a variety of sources

Q9. To what extent should each of the following parties be responsible for protecting children from potentially negative influences on the internet?

Base: All (3,012)

90

28

25

17

16

8

63

63

65

63

1

7

11

15

17

1

1

2

4

4

Parents/ guardians

Schools

Government

Businesses

Children's associations

Primary Responsibility

No Responsibility

Some Responsibility

Don’t Know Any Responsibility (%)

99

92

88

82

79


Some variation by country in the role each body is expected to play

91

95

93

89

85

97

85

88

87

90

7

4

6

8

15

3

12

10

11

8

UK

USA

Australia

India

China

Mexico

Germany

France

Italy

Portugal

22

26

31

54

27

37

12

9

46

20

72

67

64

43

67

59

77

67

47

73

19

14

24

33

30

30

22

17

41

21

68

56

62

58

63

63

65

68

51

70

10

13

12

17

15

21

15

15

30

17

70

57

64

63

65

63

66

74

59

72

13

15

18

31

7

21

9

7

32

9

65

61

66

59

63

65

68

60

52

76

Q9. To what extent should each of the following parties be responsible for protecting children from potentially negative influences on the internet?

Base: All (3,012)

Parents/ Guardians (%) Schools (%) Government (%) Businesses (%)

Children’s Associations (%)

Some responsibility

Primary responsibility significantly higher than average significantly lower than average


Digital Advertising Activity


72

60

52

44

31

32

18

19

28

28

35

43

39

30

Computer games manufacturers

Entertainment companies

Telecommunications companies

Toy companies

Sporting goods manufacturers

Food and drink companies

Alcohol producers

Entertainment businesses perceived to be the most active advertisers through digital media

Q11. To what extent do you think the following kinds of companies use digital technologies (e.g. the Internet and mobile phones) to advertise to children?

Base: All (3,012)

A lot A little

Perceived use of digital technology to advertise to children (%)

(90)

(88)

(80)

(79)

(74)

(70)

(49)


29

23

24

19

14

22

12

8

7

5

23

27

25

24

23

15

23

24

11

10

Parents recognise that some companies are more responsible than others when communicating with children

Q12. How responsible do you feel businesses are when communicating with children via digital technologies (such as on the internet and via mobile phone)?

Base: All (3,012)

16

21

52

8

4

Fairly irresponsible

Depends on the company (some are responsible, some are

not)

Fairly responsible

Very responsible

Very irresponsible

How responsible are businesses when advertising to children? (%)

India

Italy

Portugal

France

USA

Mexico

UK

Australia

China

Germany

Very responsible

Fairly responsible

2

3

4

4

5

4

4

5

3

5

4

4

6

8

7

8

5

11

10

14

Very irresponsible

Fairly irresponsible


1 in 4 believe digital is more persuasive than other forms of advertising

Q10a/b/c. Do you think advertising through the Internet and other digital technologies is more or less persuasive to children than advertising on traditional media, such as TV? Why?

Base: All (3,012)

3

16

56

25

The same

More persuasive

Less persuasive

67

59

52

46

44

42

35

Constant (24/7)

Child is independent/ alone at point of viewing

Child pays more attention as internet is more dynamic

Targeted adverts

Lack of attention due to focus on main content

Advertising overload

Use of ad-blocker

Distinction between advertising and content is less clear

Child pays more attention as internet is more interactive

Ability to act on the advert via links

More Persuasive (%)

Less Persuasive (%)

72

43

22

21

17

Low/ no usage of digital technologies

Fear/ caution of digital technologies

Persuasiveness of digital advertising (%)

No Opinion

Why?

Why?


Protecting children from digital advertising


9-14 year olds perceived to be most susceptible to digital advertising

21

33

46

48

30

29

Children under 6 years

Children from 6- 8 years

Children from 9-11 years



Which age ranges are particularly susceptible to digital advertising messages? (%)

Q13c. Do you consider any specific age range(s) to be particularly susceptible to digital advertising messages? If yes, which age ranges should be afforded special protection?

Base: All (3,012)

No difference in level of risk according to children’s age

Perceived susceptibility by country

56 55 5357

54

51 52

44

57

50

59

44

52 51

54

51

52

67

4649

0

20

40

60

80

100

UK

USA

Aust

ralia

Indi

a

Chin

a

Mex

ico

Ger

man

y

Fra

nce It

aly

Portu

gal

Younger Children ((up to 11 yrs)Older Children (12+ yrs)

Greater concern for older children in India


77

71

58

51

53

52

29

11

11

12

14

23

30

28

29

15

9

27

Desire for tighter controls on digital advertising to children

2

3

3

3

2

3

4

28

53

2

3

4

4

4

12

25

16

4

Strongly agree

Strongly disagree

Slightly disagree

Slightlyagree

Parental consent should be required for any personal data collection from children

Companies should never seek to collect personal data from children

Age verification mechanisms should be put in place to ensure children only see advertising

of products suitable for their age group

Companies should voluntarily restrict their advertising of certain products to children

Children should be taught to think critically about advertising

Companies should refrain from advertising to children using digital technologies altogether

There should be no restrictions on advertising to children

Parents should have the option to opt in/ opt out of targeted advertising for certain age

groups

I trust companies to put in place appropriate safeguards for children, without need for legislation

Q13a. To what extent do you agree or disagree with each of the following statements relating to advertising to children using digital technologies…?

Base: All (3,012)

(4)

(6)

(6)

(7)

(6)

(7)

(15)

(53)

(69)

(89)

(85)

(81)

(81)

(81)

(80)

(59)

(27)

(20)


Internet crucial to children’s development, but education in media literacy needed

32

22

18

18

13

8

9

39

40

36

34

33

30

34

2

6

9

5

8

15

13

6

9

12

8

17

16

14

Strongly

agree

Strongly disagree

Slightly disagree

Slightly agree

Media literacy education is the best way of giving children the skills to interact responsibly with the Internet

The Internet will be crucial to my child's development and ability to succeed in life

Collecting data about Internet usage can help marketers deliver more targeted advertising

Advertising funds free content on the Internet

For my children, the opportunities afforded by the Internet outweigh the potential threats

It is fair to expect some advertising to children in exchange for free content for children

Exposure to advertising is a fair trade off for free content on the Internet

Q14. To what extent do you agree or disagree with each of the following statements…?

Base: All (3,012)

(8)

(15)

(21)

(13)

(22)

(32)

(29)

(71)

(62)

(53)

(52)

(47)

(41)

(39)

Least agreement that advertising is a fair trade for

free content


Attitudes towards digital advertising can be simplified into 4 factors

Factor Analysis: A data reduction technique that looks for similarities in response patterns in order to group together different variables into underlying structures. This has been used to identify ‘themes’ that could be used in reporting advertising attitudes by country.

FACTOR ANALYSIS BASED ON Q13a AND Q14.

FACTOR ORIGINAL QUESTIONS

Trust advertising

There should be no restrictions on advertising to children.

I trust companies to put in place appropriate safeguards for children, without the need for legislation.

Advertising controls required

Parents should have the option to opt in/ opt out of targeted advertising for certain age groups.

Companies should voluntarily restrict their advertising of certain products to children.

Companies should never seek to collect personal data from children.

Companies should refrain from advertising to children using digital technologies altogether.

Age verification mechanisms should be put in place to ensure children only see advertising of products suitable for their age group.

Parental consent should be required for any personal data collection from children.

Children should be taught to think critically about advertising.

Positive disposition to

digital advertising

Advertising funds free content on the Internet.

Exposure to advertising is a fair trade off for free content on the Internet.

It is fair to expect some advertising to children in exchange for free content for children.

Collecting data about Internet usage can help marketers deliver more targeted advertising.

Positive disposition to

internet

For my children, the opportunities afforded by the Internet outweigh the potential threats.

The Internet will be crucial to my child’s development and ability to succeed in life.

Media literacy education is the best way of giving children the skills to interact responsibly with the Internet.


Least demand for advertising restrictions in Mexico & India; most in Portugal

Trust advertising: no need for legislation

Advertising controls required

FACTOR ANALYSIS BASED ON Q13a AND Q14.

Base: All (3,012)

122

42

1

-3

-18

-20

-23

-25

-27

-49

All numbers shown are ‘factor scores’.

Reading the Factor Scores: Negatives are below average agreement with the factor; positives are above average agreement with the factor

17

-14

-14

-25

8

6

20

-5

-4

12

Mexico

India

Italy

China

France

Australia

USA

UK

Germany

Portugal

Limited variation by country for the other 2

factors (positive disposition to internet and digital advertising)


4 in 5 believe children should be taught to think critically about advertising

53

13 27

6 Slightly agree

Strongly agree

Parents

Schools

The Government

The advertising industry

Who should be responsible? (%)

92

73

28

26

Responsibility to promote critical thinking amongst children should fall to parents and schools

Q13b.. In your opinion, who do you think would be best placed to fulfill this role?

Base: All who agree/slightly agree ‘Children should be taught to think critically about advertising’ (2,424)


All agree asked:

Disagree

Neither agree nor disagree


28

25

16

34

36

44

29

33

17

26

24

26

29

21

24

40

27

33

26

22

17

23

28

25

16

34

36

44

29

33

17

26

24

73

75

52

77

77

69

76

81

59

82

81

Desire for active involvement from the advertising industry in India and Mexico in particular

Q13b. In the last question you agreed that children should be taught to think more critically about advertising. In your opinion, who do you think would be best placed to fulfill this role?

Base: All who agree/slightly agree ‘Children should be taught to think critically about advertising’ (2,424)

92

87

97

90

89

85

95

95

93

95

89

All

UK

USA

Australia

India

China

Mexico

Germany

France

Italy

Portugal

Parents (%) Schools (%) The Government (%)The Advertising

Industry (%)

significantly higher than average significantly lower than average

Who should be responsible for teaching children to think critically about advertising?


Lower levels of concern about marketing of child-orientated products to children

89

88

72

70

41

39

23

14

12

3

Products promoting violence

Alcohol

Medicines

Slimming products

Video Games

Advertising of certain food & soft drinks

All food & soft drink advertising

Toys

Leisure/ entertainment (e.g. Disney)

Pornography/ Sex/ Sexual products

What types of products do children require special protection from? (%)

Q13d. When it comes to digital advertising, which, if any, types of products do you think children require special protection from?

Base: All (3,012)


Leisure/entertainment (such as Disney)

Video Games

Medicines

Slimming products

Products promoting violenceAlcohol

Toys

The advertising of certain food and soft drinks

Mexico

PortugalIndia

China

Australia

Germany

Italy

France

USA

UK

General consensus of which products pose most threat to children, but entertainment more of a concern in China

Entertainment industryOther products

Correspondence Map: A visual representation of relationships between types of products children require special protection from and country response. Deviation from the norm is calculated and used to plot values on a map. The position of countries on the map indicates the relative importance of each concern.

Q13d. When it comes to digital advertising, which, if any, types of products do you think children require special protection from?

Base: All (3,012)

N.B. All food & soft drink advertising excluded the

map worked better without this.


67

61

60

52

26

23

11

4

Greater policy clarity requested by parents

Q15. Is there anything else that you would like to see the industry doing with regards to marketing through digital media?

Base: All (3,012)

More industry guidelines on advertising through digital media

More transparency about policies for marketing to children within the advertising industry

More transparency about policies on collection of personal data over the internet, within the advertising industry

Restriction of advertising on certain websites

Nothing

Total banning of advertising to children through digital media

Tax on advertising to children through digital media

Total banning of advertising to children and adults through digital media

Parental requests for industry changes (%)

Especially Australia (76%)

Especially Portugal (72%) & Australia (72%)

Especially Portugal (75%) & Mexico (72%)

Especially India (69%) & China (68%)

Especially China (33%)


Conclusions & Recommendations


Conclusions & Recommendations

• Parents view the internet as an important tool that will offer opportunities and help their children’s development, but there are concerns associated with its use.

• Most parents are satisfied with their ability to monitor and control their child’s use of digital technologies and claim primary responsibility for protecting their children from negative influences.

• Nevertheless, they would like to see other parties, including businesses, take some responsibility for protecting children from potentially negative influences on the internet.

• Overall there is a low level of trust that companies will establish appropriate safeguards for advertising to children on the internet, without legislation being passed.

• However, there are perceived differences in how responsible different organisations are when advertising to children, so there may be potential for proactive companies to win parents’ trust.

• Parents’ concerns about children’s use of the internet relate principally to external risks rather than children’s own uses, in particular provision/ collection of personal details. There is less concern about advertising and marketing per se. Consequently, actions that limit/ restrict collection of personal information are the most sought after changes.

• Education of children to think critically about internet advertising and restriction of the advertising of certain products are also popular measures for minimising risk to children.

• Lower levels of trust and greater concern about digital advertising and marketing in Australia, USA and Europe, so it is most important to address concerns in these countries.


Appendix


Sample Breakdown by Country

% Younger Children

% Older Children

% Internet Usage

UK 57 59 98

USA 58 67 96

Australia 57 63 98

China 64 43 91

India 67 51 98

Mexico 63 56 99

Germany 57 57 89

France 55 60 94

Italy 60 59 90

Portugal 68 46 96

Total 60 56 95


Statistical Difference

• This research was designed to ensure robust sample sizes for analysis

• As the survey is conducted with a sample of the target audience, we cannot be 100% certain that a census of the whole population would yield the same results

• We can be 95% certain that the actual figure (in the population as a whole) falls within a certain range of the survey figure

• The percentages within the table represent the error variance

Survey finding of…

Base 5 / 95% 20 / 80% 50 / 50%

Total Sample (3012) +/- 0.8% +/- 1.4% +/- 1.8%

Countries (300) +/- 2.5% +/- 4.5% +/- 5.7%

Age of child asked about for usage/ exposure questions:

6-8 year olds (805) +/- 1.5% +/- 2.8% +/- 3.5%

9-11 year olds (748) +/- 1.6% +/- 2.9% +/- 3.6%

12-14 year olds (747) +/- 1.6% +/- 2.9% +/- 3.6%

15-16 year olds (597) +/- 1.7% +/- 3.2% +/- 4.0%


For further information…

Please contact us if you have any questions or comments regarding the contents of this report

Katie Vosper, Research Director

Tel : 020 7400 [email protected]

Bethan Cooke, Research Executive

Tel : 020 7400 [email protected]

Web www.bdrc.co.uk


Attitudes towards advertising through digital technologies

77

71

58

51

53

52

29

11

11

% strongly agreeing with statement


+2 +4 +6 -11 -6 0 -6 +7 -5 +10

+4 +7 +6 -10 -23 +11 +2 +1 -7 +9

-3 +4 0 +4 -5 +19 -8 -4 -11 +2

0 +11 -1 +3 -5 +13 -7 -3 -12 +1

-6 +5 +5 -6 -14 +14 +7 -1 -3 -1

-2 +11 +4 +1 -20 +22 -4 -3 -7 -1

-2 +6 0 -6 -6 -5 +9 +3 -5 +6

-4 0 -4 +16 -7 +17 -4 -5 -2 -9

-9 -6 -5 0 -4 +51 -10 -5 -6 -9



Q13a. To what extent do you agree or disagree with each of the following statements relating to advertising to children using digital technologies…?

Base: All (3,012)

Parental consent should be required for any personal data collection from children

Companies should never seek to collect personal data from children

Age verification mechanisms should be put in place to ensure children only see

advertising suitable for their age group

Companies should voluntarily restrict their advertising of certain products to children


Companies should refrain from advertising to children using digital

technologies altogether

There should be no restrictions on advertising to children

Parents should have option to opt in/out of targeted advertising for certain age groups

I trust companies to put appropriate safeguards for children, without need for

legislation


Attitudes towards advertising through the internet


-14 -9 -8 +5 -12 +22 +5 +19 +3 -12

+2 +6 +6 +10 +4 +8 -13 -8 -10 -4

-10 +2 +3 +5 -6 +21 -8 -2 -7 +1

-7 +1 -4 -1 -6 +25 -2 -1 -6 +2

+1 -2 -2 +2 +4 +10 -3 -1 -6 -4

-5 +2 -4 +5 -2 +10 0 +2 -3 -5

-6 0 -4 +6 +3 +10 -1 +1 -3 -4


Q14. To what extent do you agree or disagree with each of the following statements…?

Base: All (3,012)

% strongly agreeing with statement

Media literacy education best way of giving children skills to interact

responsibly with the Internet

The Internet will be crucial to my child's development and ability to succeed in life

Collecting data about Internet usage can help marketers deliver more targeted advertising

Advertising funds free content on the Internet

For my children, the opportunities afforded by the Internet outweigh the potential

threats Fair to expect some advertising to children

in exchange for free content for children

Exposure to advertising is a fair trade off for free content on the Internet


32

22

18

18

13

8

9


Parental perception of children’s access to digital technology

44

55

42

63

65

50

53

31

27

23

33

All

Mexico

China

UK

Australia

Portugal

USA

France

India

Italy

Germany

19

17

26

30

18

16

14

15

16

19

18

49

66

31

52

48

55

45

42

35

57

60

93

91

97

98

96

96

93

94

91

89

86

Internet on computer elsewhere

Own mobile phone (with internet access)

Own mobile phone (without internet access)

Internet on home computer

Child’s access to digital technology by country (%)

Q3a. Which of the following does your child/do your children have access to?

Base: Asked of ALL children


Parental perception of control

Q6. To what extent are you able to monitor your XXX year old child's use of new technologies such as the Internet and text messaging?

Base: All who’s child asked about has internet access

Not as much as I would like

I feel powerless

Parental feeling of control over child’s use of digital technologies (%)

I feel like I have control

To some extent but it doesn't really worry me

51

64

58

57

56

54

51

50

50

49

22

30

7

25

29

30

19

30

30

37

37

55

19

28

16

15

13

27

18

18

14

14

21

1

1

0

0

1

1

1

2

0

0

1

All

Mexico

Italy

Germany

USA

Portugal

UK

Australia

India

France

China


Perceived extent of digital advertising by company type


+2 +1 -5 -1 +6 +14 -6 -1 -6 -4

+6 +11 +1 +8 -5 +13 -3 -11 -13 -7

-10 -5 +5 0 -24 +20 -5 +7 0 +11

0 +10 -9 +4 +8 +12 +1 -14 -5 -8

-1 +3 -7 +1 +8 +10 -2 -5 -1 -6

+1 +16 +6 +23 -10 +4 -12 -3 -11 -14

-6 +2 +1 +5 -9 +14 +3 -3 -2 -4

Country difference from average % perceive company to ‘advertise a lot’


72

60

52

44

31

32

18

Computer games manufacturers

Entertainment companies

Telecommunications companies

Toy companies

Sporting goods manufacturers

Food and drink companies

Alcohol producers

Q11. To what extent do you think the following kinds of companies use digital technologies (e.g. the Internet and mobile phones) to advertise to children?

Base: All (3,012)

Documents

Digital Marketing to Children 2 nd December 2009