The CHILDWISE Pre-school Report was first published in 2009 in response to the call for more evidence and understanding of media consumption and behaviour among the under fives. Fast-forward seven years and media access among pre-schoolers is still very much in the spotlight.
This annual report provides a comprehensive understanding of what the youngest children are currently interested in, their media behaviour and how their wider skills are developing. Children’s own preferences and aptitudes become apparent by age three to four, and many spend time independent from their parents, at nursery or playgroup. By age four most youngsters are self-sufficient on a tablet or mobile phone and are becoming independent players when accessing apps, games and downloadable content. This report explores all of this in detail, as well as looking at children’s proficiency across a range of social, developmental and technical skills.
The report findings are based on interviews with 1,005 parents of children aged between six months and four years. Interviews were conducted online across the UK, during the month of July 2016.
2. Key Findings
3. Access to Media
When do pre-schoolers watch TV?
Do parents watch with them?
Using video-on-demand services
How long do pre-schoolers watch for?
Parental attitudes to viewing time
Which children’s TV channels do they watch?
Which regular TV channels do they watch?
Case Study - Pre-school boy
Favourite TV programmes
Using tablets and computers
Ownership of tablets and computers
When do pre-schoolers use tablet devices?
When do parents join in?
What do pre-schoolers use tablet devices for?
What are their favourite apps and why?
Case Study - Pre-school girl
What websites do they use regularly?
Do pre-schoolers use mobile phones?
Ownership of mobile phones?
Proficiency with touch screen technology
Using a games console?
Ownership of games consoles
When do they use a games console?
What magazines do they enjoy?
How often do parents buy these?
Monthly spend on:
- days out
- organised activities
- magazines and comics
- DVDs and Blu-Rays
- apps and games
5. Activities & Skills
Participation in organised activities
Shared activities with parents
What tasks can they carry out themselves?
6. Household Profiles
Who else lives in your house?