Youthscape Report: Attitudes, Behaviour and Spending Habits of UK Kids & Teens (Q2: 2012)

Published by: Swapit

Published: Aug. 1, 2012 - 61 Pages


Table of Contents

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

Abstract

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 1,048 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 Q2 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


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