Oct 2013

Participant profile

Internet habits

54% of respondents access the internet through their mobile phone daily

62% of kids could not live without internet

How often do you access the internet through your mobile? What is the one media you can’t live without?

62%

20%

8%

4%

Travel and dining decisions tend to be a joint decision between kids and parents

Who decides where you go as a family on holiday?

Travel and dining decisions tend to be a joint decision between kids and parents

If you go out with your family for a meal who decides where you go?

Attitudes to Advertising

Only 15% of respondents are brand loyal

How loyal are you to the brands you use?

Attitudes to Advertising

What is the most annoying thing about the Internet/TV?

Only 25% of kids say ads are the most annoying thing about the internet (versus 69% for TV)

Response to Advertising

34% said seeing an advert was the deciding factor on whether or not they choose a video game