2018 Children's Media Survey Results
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According to a German print media report on August 8, 70% of children between the ages of 4 and 13 read books or magazines on paper at least several times a week. Digital terminals and reading media therefore have little effect in this age group. This is one of the results of the 2018 Children's Media Survey, and a second survey has been conducted. The most important findings are as follows:
Snacks or reading: Children spend a small amount of money to buy sweets – or buy magazines. The first is to eat and drink, and then to read and read recreational books: candy and magazines are at the forefront of the shopping list.
It’s not “either...or...” but “both of them” – this is an important result of the 2018 Children’s Media Survey. Therefore, German children are not only in the simulation, but also in digital media and leisure activities, and can use both media. Another result: Despite the increasing digitization, children do not retreat to the virtual world, but take full advantage of all the senses of what is happening in their environment. For example, they not only want to play outside, but also play numbers on the road. However, in the use of media, paper and printing play an important role:
▪ 75% of all German children between the ages of 4 and 13 read books or magazines at least several times a week. Printing is irreplaceable, and electronic terminal devices and reading media do not have a special role at any age.
▪ Children use all communication methods: from phone calls to text messages to traditional letters.
▪ Children's pocket money is the favorite to buy sweets -- followed by magazines.
▪ Children are also collectors: drawings and postcards, like magazines, are also their collection.
▪ 84% of all children surveyed claimed to keep magazines so they could read them frequently.
Of course, numbers also have a special appeal to children:
▪ Mobile phones or smartphones are the number one target for 41% of children, followed by 33% for handhelds or game consoles and 32% for tablets.
▪ 25% of children between the ages of 4 and 13 are willing to play board games. But many children like games.
▪ As far as the Internet is concerned, it varies according to age: the older the children are, the more active they are about the network.
About the investigation:
The six German publishers jointly published a representative survey of the children's media survey project for the second time. The survey provided an understanding of the media world and life reality of 7.29 million children aged 4 to 13 in Germany.
The survey involved how children respond to the entertainment provided by simulations and numbers, what theme activities the age group is around, what wishes children promote, and what free space they have in the family.
As an objective survey focusing on children's shopping magazines, child media surveys should provide the basis for strategic planning of media mix in children's marketing.
In the 2018 Children's Media Survey, a total of 41 magazines were asked for children aged 6 to 13 and 27 magazines were surveyed for preschool children aged 4 to 5. A total of 2,649 two-way interviews were conducted between children aged 6 to 13 and a representative of the 5.83 million German children of that age group provided by an educational guardian. These data are supplemented by other information from educators on the children interviewed. In addition, a survey of preschool age groups 4 and 5 was conducted. 652 interviews with key educators (mostly mothers) led to a representative understanding of the media used by 1.43 million German children in this age group. All survey results are organized in tabular form. Data separation by age group and gender.