Brats hear more
Market Research: A study shows that girls between the ages of 7 and 14 listen to the radio more than boys. Private radio stations are surprisingly popular.
Market research A study shows: Girls between the ages of 7 and 14 listen to the radio more than boys. Private stations are surprisingly popular. Almost all Swiss households with children have at least one radio or TV set, according to a study by the SRG Research Service (FD). And: the more radio sets there are in a household, the more often 7 to 14-year-olds turn them on. This is not the case with TV, where there is no relationship between the number of devices and TV consumption. This is only partly due to different restrictions imposed by parents, which are surprisingly low: 68% of all 7 to 14-year-olds are allowed to switch on the TV at their own discretion, compared to 90% of radio listeners. Parents place greater restrictions on PC use: 59 percent of children have free access; if they have an Internet connection, the rate drops to 50 percent. These are the initial results of an FD study carried out in May and June 2003. The complete data analysis will not be available until mid-2004. The research system is special: for the first time, the media usage behavior of 7 to 14-year-olds was not only surveyed by means of interviews, but also by means of the radio control clock. 300 children wore them for a week. The study was also intended to find out whether this method generates reliable data for children. This appears to be the case. However, a final report will not be available until the fall.
The TV flickers at weekends
The results currently available from surveys and measurements essentially confirm expectations. It is hardly surprising that radio use is more intensive in this age group than in adults and that it follows a similar pattern throughout the day and week. TV viewing is different: at the weekend, children watch significantly more television in the mornings than adults.
The older the children, the more they use the medium of radio. From the age of 11 ("hit parade age"), use increases noticeably. Interestingly, girls listen to the radio more than boys. Even on school mornings, they have an average reach of around 5 percent, while boys have around half that figure.
Markus Knöpfli
The TV flickers at weekends
The results currently available from surveys and measurements essentially confirm expectations. It is hardly surprising that radio use is more intensive in this age group than in adults and that it follows a similar pattern throughout the day and week. TV viewing is different: at the weekend, children watch significantly more television in the mornings than adults.
The older the children, the more they use the medium of radio. From the age of 11 ("hit parade age"), use increases noticeably. Interestingly, girls listen to the radio more than boys. Even on school mornings, they have an average reach of around 5 percent, while boys have around half that figure.
Markus Knöpfli
