The Monitor report by Child Wise provides an invaluable insight in to the media and purchasing behaviours of five to 16-year olds. The report separates the lifestyles of children in the two core age brackets – ages five to 10 and 11 to 16, exploring aspects such as their attitudes towards sporting activities and exactly what they spend their money on.
This year, the report highlights the key developments and changes within the media landscape, as children are increasingly opting for the digital over the physical, with tablet computers and increased dual screening among children being the main drivers of this trend.
Such insights drawn from the report will prove to be of great use to media owners and marketers, who as a result will be able to cater their output more effectively to younger audiences, by reconsidering their delivery of content and also how they invest in their online platforms, as well as mobile and tablet versions.
Other areas of interest from the report include the continued commentary surrounding the 2012 Olympics and the consequent increased interest in sports and uptake of sporting activity, alongside the persistent decline in traditional media forms such as magazines and radio.
MEC Opinion
Whilst the media landscape remains positive for child consumers, it is imperative that brands and advertisers continue to acknowledge the on-going changes regarding the habits of their consumers. To do this successfully, brands and advertiser must learn to explore their consumer’s habits on a far deeper level, by investing their efforts in insight on a more frequent basis, in order to find the trends and pioneer success first to survive among the fittest.