The Monitor Trends Report 2012: Trends data from the Childwise Monitor Report 1997-2011

These studies have been undertaken since 1997, into media purchasing and behaviour. It indicates that it’s intended for those who work with children, and those who market to children. Each survey uses around 27,000 children aged 5-16, through 100+ schools. In the last couple of years those over 7 have done their interviews online, whilst 5&6 year olds continue to have face-to-face interviews.

This report demonstrates what has changed over time, including the use of the internet, mobile phones, who has control of purchasing, what kind of content children engage with – and set that aside TV viewing habits, reading, sports engagement, etc. – and the kind of times these kind of activities happen.


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