Youthscape Report: Thoughts, Behaviour and Spending Habits of UK kids and Teens Q1 2012

Swapit Research, June 2012, Pages: 61

Youthscape is a comprehensive study produced on a quarterly basis providing up-to-the-minute insight into the thoughts, behaviour and spending habits of UK kids and teens (aged 8-16).

The study comprises analysis of responses from 1,045 kids and teens, addresses topics as diverse as social issues, brand perception, technology usage and leisure activities.

The report includes the full set of data tables from the survey that was carried out over Q1 2012.

The research will provide insight into:

- Time spent engaged in different activities
- Penetration of media and technology
- Social and cultural preferences
- Monetary spend and influence across sectors

The research will help to inform:

- Market sizing of youth related sectors
- Strategic positioning within industry
- Product development
- Marketing campaign effectiveness

1)Methodology & Sample
- Survey Administration
- Sample and Incentives
- Gender & Age
- Region

2) General
- Politics and Social Issues
- Family and Friends
- Celebrities

3) School and Education
- What they like about school
- Favourite subjects
- What they want to be when older
- University aspirations

4) Reading
- Reading material &frequency (books, newspapers, online reading)
- Favourite book
- Where do they get and find information on books
- Top 5 Magazines

5) TV, Film & Cinema
- Television platforms & viewing frequency
- TV shows
- Film & Cinema
- Film platforms & cinema visit frequency

6) Internet
- Internet use & frequency
- Favourite websites

7) Mobile Phones
- Mobile phone use
- Mobile brands & network use
- Apps
- Tablets

8) Toys & Video Games
- Favourite video games and platforms played on

9) Fashion, Brands & Spending
- Favourite brands and brand rating
- Fashion sense and purchasing
- Pocket money and spending
- Influences on spending

10) Music & Radio
- Artists
- Where they purchase or download music
- Favourite Genres

11) Sport
- Sports participation
- Favourite sportspeople and teams supported

12) Food & Drink
- Eating out and take away frequency
- Favourite food and drink & brand ratings

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