UK children s media literacy: Annex. Websites visited and top 20 television programmes viewed

Transcription

1 UK children s media literacy: Annex Websites visited and top 20 television programmes viewed Research Document Publication date: March 2010

2 UK children s media literacy annex: websites visited and top 20 television programmes viewed 1 Websites visited by children 1.1 Introduction This annex provides tables of the web entities visited by children aged 5-7, 8-12 and from computers at home during the month of October 2009, as measured by Nielsen NetView. This period typically includes both school term-time usage and school-holiday usage (a half term week is typically five weekdays). It offers useful context to Ofcom s children s media literacy report, showing the specific web entities that children visit and how this differs according to the age of the child. 1.2 Methodology Data is sourced from Nielsen NetView* and based on the internet usage of Nielsen s Online UK Home Panel. As of October 2009, this panel comprised 42,762 individuals (aged 2+) weighted to be representative of the UK s home internet population. Internet activity is recorded via tracking software downloaded with permission onto all panel members computers within the household. The tables provide information based on Unique Audience website visits and Coverage percentage data. Unique Audience is defined by Nielsen NetView as the total number of unique persons that have visited a website at least once in the given month. Children visiting the same website more than one time in the month are therefore counted only once in this measure. Coverage is defined by Nielsen NetView as the percentage of unique persons falling within a specific demographic target that visited a particular website. The following tables display websites with a Unique Audience of 70,000 or above. Internet applications (installed software used in conjunction with the internet - such as Instant Messengers or Media Players) are excluded from the tables. Websites are included at both brand and channel level. These are terms used by Nielsen NetView to group websites by their distinguishing properties in order to aid site classification. Table 1 sets out the definitions supplied by Nielsen NetView. * Please note that from January 2010 Nielsen s NetView solution in the UK became the UKOM APS (Audience Planning System) following Nielsen s selection by the UKOM industry body ( to supply an industry-approved planning system for online media (source: Nielsen) 1

3 UK children s media literacy annex: websites visited and top 20 television programmes Table 1: Definition of Brand, Channel and Internet Application Brand A Brand may be a branded subsidiary or a brand of a Property that has a consistent collection of branded content of the Internet. The Brand s individual identity must be conveyed consistently or prominently throughout the Brand as well as all Channels and domains, which are in its consolidation. A Brand may consist of Channels, domains and URLs. - Consistent and prominently displayed Brand identity and must have an obvious or apparent editorial consistency and an appropriate name or label. - The Brand classification is flat and does not detail the hierarchal relationship between other Brands. - A Brand will be placed into a Category and Subcategory for comparison. - A Brand may be a subsidiary or operating unit if it is cohesively branded - A network Property or network subsidiary (an operating unit composed of unrelated domains under one umbrella, i.e. Everyone.net) will contain the unrelated domains at the Brand level. Channel A Channel is the lowest level of the hierarchical structure for Web properties. Channels can be loosely defined as destinations on the web where editorial consistency is focused on specific viewer interest such as auctions or weather. The Channels will be named according to user experience and content type. - Each Channel must have an obvious or apparent editorial consistency and an appropriate name or label. - A Channel is a mutually exclusive subset of audience interest within an owner s total offering. An overriding principle of content classification will cause the elimination of audience double counting. - All Channels will be assigned to a Category and Sub-category in our category reports as defined by Nielsen with guidance from representatives of the Subsidiary or the Property when appropriate. Internet Application An Internet Application is any computer file ending in.exe that is primarily marketed for use in conjunction with the Internet. Only in focus applications are counted towards reported unique audience and associated metrics. For example, if a media player launches upon system start-up, but only sits in the task bar it is not considered an active use of the application. Once a user opens any application into an active or in-focus window, that user is counted toward unique audience and associated metrics. Internet Application categories include the following: Instant Messengers, Media Players, Media Sharing, ISP Applications (non-browsing), Wireless content systems, Web Phones, News & Information toolbars (ESPN Bottom Line), Connected Games, Proprietary AOL, Weather, Auction Assistants, and Shopping Assistants. Although the tracking meter tracks all types of applications, many are not considered to be Internet applications. These include basic software such as word processing, database, project management, spreadsheet, etc., installer programs, operating systems or other system s software (e.g. printing, cookie washers, FTP, etc.), adult and flash applications, software that exclusively sends or blocks advertising, and most games. Because the meter only tracks applications launched with an executable program ending in.exe plug-ins are not tracked, and are not included in the definition of Digital Media (e.g., Google Toolbar, Yahoo Companion, embedded media players, etc.). Source: Nielsen For more information on the data methodology and measurement contained in this annex, please visit or contact clientserviceuk@nielsen.com 2

4 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 2: October 2009 Web entities accessed by children aged 5-7 Site Level Unique Audience (000) Coverage (%) Google Brand Google Search Channel BBC Brand Facebook Brand MSN/WindowsLive/Bing Brand BBC CBeebies Channel Yahoo! Brand YouTube Brand Disney Online Brand BBC CBBC Channel ebay Brand Ask Search Network Brand Windows Live Hotmail Channel Nickelodeon Kids and Family Network Brand Amazon Brand AOL Media Network Brand Google Image Search Channel SPILL Group Network Brand Yahoo! Search Channel Sky Brand Yahoo! Mail Channel Club Penguin Channel Yahoo! Homepage Channel Source: The Nielsen Company: UK Home panel, Oct 2009, ages 5-7 years, excluding Internet Applications Only web entities with a unique audience of 70,000 or above are listed. For example, Google websites were visited by 464,000 UK children aged 5-7 from a computer at home in the month of October

5 UK children s media literacy annex: websites visited and top 20 television programmes Table 3: October 2009 Web entities accessed by children aged 8-12 Site Level Unique Audience (000) Coverage (%) Google Brand 1, Google Search Channel 1, MSN/WindowsLive/Bing Brand YouTube Brand BBC Brand Google Image Search Channel Facebook Brand Yahoo! Brand Windows Live Hotmail Channel Wikipedia Brand ebay Brand Ask Search Network Brand AOL Media Network Brand Disney Online Brand Amazon Brand MSN Homepage Channel Ask.com Channel BBC CBBC Channel Yahoo! Search Channel Microsoft Brand Bing Web Channel Club Penguin Channel SPILL Group Network Brand WikiAnswers Brand Yahoo! Mail Channel Nickelodeon Kids and Family Network Brand MiniClip Brand Google Maps Channel Yahoo! Answers Channel Yahoo! Homepage Channel BBC iplayer Channel Windows Live Profile Channel igoogle Channel Blogger Brand Sky Brand Google Account Channel Bebo Channel Fox Interactive Media Brand BBC Homepage Channel Zynga Brand

6 UK children s media literacy annex: websites visited and top 20 television programmes viewed Argos Brand Virgin Media Brand BBC News Channel Gorilla Nation Websites Brand Windows Live Messenger Channel AddictingGames Channel Apple Brand AOL Homepage Channel My Web Search Channel Google Video Channel About.com Brand Tesco Brand Yahoo! BT Yahoo! Internet Channel Apple Product Info & Support Channel BBC Sport Channel Glam Media Brand AOL Search Channel Agame.com Channel MyMaths.co.uk Brand BBC CBeebies Channel BBC Learning 5-19 Channel UGO Brand Orange Brand PayPal Brand WordPress.com Brand CBS Entertainment Network Brand BBC Search Channel NetShelter Technology Media Network Brand Real Network Brand Adobe Brand FreeOnlineGames Brand MindJolt Games Brand Google Gmail Channel Moshi Monsters Brand Yahoo! News Channel BBC Future Media & Technology Channel Yoville.com Brand Google News Channel ITV.com Brand News Corp. Newspapers Brand Game.co.uk Brand RealGames Network Channel Windows Live Homepage Channel Play.com Brand alot Brand

7 UK children s media literacy annex: websites visited and top 20 television programmes Microsoft Windows Channel The Carphone Warehouse Brand Disney International Channel Armor Games Brand GameSpot Channel BBC Drama Channel SlashKey Brand Bing Maps & Local Channel Stardoll Brand Nick Channel AOL Music Channel BBC Knowledge - Specialist Factual Channel IGN Entertainment Gaming Network Channel Mozilla Brand Associated Newspapers Brand PopCap Games Brand Fun Web Products Network Channel IMDb - Internet Movie Database Brand AOL Channel Tiscali Brand Twitter.com Brand GirlsGoGames.com Channel UGO Games Channel Myspace.com Channel LEGO Brand BT Brand Source: The Nielsen Company: UK Home panel. Oct Ages 8-12 years, excluding Internet Applications. Only web entities with a unique audience of 70,000 or above are listed. 6

8 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 4: October 2009 Web entities accessed by children aged Site Level Unique Audience (000) Coverage (%) Google Brand 1, Google Search Channel 1, Facebook Brand MSN/WindowsLive/Bing Brand YouTube Brand Google Image Search Channel Yahoo! Brand Windows Live Hotmail Channel BBC Brand Wikipedia Brand AOL Media Network Brand ebay Brand Amazon Brand Ask Search Network Brand MSN Homepage Channel Bebo Channel Microsoft Brand Bing Web Channel Blogger Brand Yahoo! Mail Channel Google Maps Channel Windows Live Messenger Channel Yahoo! Answers Channel Fox Interactive Media Brand Yahoo! Search Channel Zynga Brand Sky Brand WikiAnswers Brand Apple Brand Virgin Media Brand Windows Live Profile Channel Google Account Channel Apple Product Info & Support Channel Yahoo! Homepage Channel BBC iplayer Channel Ask.com Channel MindJolt Games Brand BBC News Channel BBC Sport Channel MyMaths.co.uk Brand Glam Media Brand

9 UK children s media literacy annex: websites visited and top 20 television programmes igoogle Channel Myspace.com Channel Nickelodeon Kids and Family Network Brand BBC Homepage Channel CBS Entertainment Network Brand Google Video Channel About.com Brand Orange Brand Gorilla Nation Websites Brand IMDb - Internet Movie Database Brand Argos Brand NetShelter Technology Media Network Brand Windows Live Homepage Channel UGO Brand RedTube* Brand AOL Homepage Channel Pornhub.com** Brand ITV.com Brand Play.com Brand Game.co.uk Brand MiniClip Brand AOL Music Channel Tesco Brand Yahoo! BT Yahoo! Internet Channel AOL Search Channel Bing Maps & Local Channel News Corp. Newspapers Brand My Web Search Channel Twitter.com Brand Mozilla Brand Yahoo! News Channel Yoville.com Brand Channel 4 Brand Microsoft Passport Channel Disney Online Brand NHS Brand MSN News & Weather Channel WordPress.com Brand AddictingGames Channel BBC Radio Channel PayPal Brand Associated Newspapers Brand Google News Channel SPILL Group Network Brand

10 UK children s media literacy annex: websites visited and top 20 television programmes viewed New Look Brand Microsoft Windows Channel GameSpot Channel PopCap Games Brand The Carphone Warehouse Brand O2 Brand SlashKey Brand Real Network Brand Flickr Brand Photobucket Channel ebay Stores Channel Source: The Nielsen Company: UK Home panel, Oct 2009, ages years, excluding Internet Applications. Only web entities with a unique audience of 70,000 or above are listed. * For boys aged 13-15, coverage was 13.90%, ** For boys aged 13-15, coverage was 13.00%. 2 9

11 UK children s media literacy annex: websites visited and top 20 television programmes 2 Top programmes viewed by children 2.3 Introduction This annex provides tables of the most popular television programmes, as reported by BARB (Broadcasters Audience Research Board), viewed by children aged 4-15, 4-9 and during the year of It offers useful context to Ofcom s children s media literacy report, showing the television programmes that children have viewed. 2.4 Methodology BARB (Broadcasters Audience Research Board) is responsible for providing estimates of the number of people watching television in the UK. Viewing data is collected second-by-second and delivered on a minute-by-minute basis for channels received within the UK. The channel viewed the longest in a clock minute is attributed the viewing of that minute. Viewing estimates are obtained from a panel of 5,100 television owning private homes representing the viewing behaviour of the 26 million TV households within the UK. The panel is selected to be representative of each ITV and BBC region, with predetermined sample sizes. Each home represents, on average, about 5,000 of the UK population. The tables below provide the top television programmes in 2009, based on individual airings and ranked on 000s of viewers. For more information on the data methodology and measurement contained in this annex, please visit 10

12 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 5: Top 20 television programmes viewed by children aged 4-15 in 2009 Programme Channel Date Day Time Audience (000s) The X Factor ITV1 21-Nov Saturday 20: Britain's Got Talent ITV1 30-May Saturday 18: Britain's Got Talent - Final Result ITV1 30-May Saturday 21: The X Factor Results ITV1 13-Dec Sunday 19: Doctor Who BBC1 25-Dec Friday 17: The Gruffalo BBC1 25-Dec Friday 17: Comic Relief BBC1 13-Mar Friday 20: I'm A Celebrity - Get Me Out Of Here! ITV1 21-Nov Saturday 21: Harry Hill's TV Burp ITV1 21-Nov Saturday 19: Children in Need BBC1 20-Nov Friday 19: EastEnders BBC1 25-Dec Friday 20: Film: Shrek 2 BBC1 24-Dec Thursday 17: Ant and Dec's Saturday Night Takeaway ITV1 14-Feb Saturday 19: Harry Hill's TV Burp Compilation ITV1 10-Jan Saturday 19: Dancing on Ice ITV1 22-Mar Sunday 18: New You've Been Framed! ITV1 10-Jan Saturday 18: Harry Hill's The Best of TV Burp ITV1 05-Dec Saturday 19: Wallace and Gromit: A Matter of Loaf and Death BBC1 01-Jan Thursday 18: Film: Over the Hedge BBC1 24-Dec Thursday 16: New Year Live BBC1 31-Dec Thursday 23: Source: BARB. 1 st Jan 31st Dec 2009, all children aged Individual airings, highest occurrence only. 11

13 UK children s media literacy annex: websites visited and top 20 television programmes Table 6: Top 20 television programmes viewed by children aged 4-9 in 2009 Programme Channel Date Day Time Audience (000s) The Gruffalo BBC1 25-Dec Friday 17: The X Factor ITV1 21-Nov Saturday 20: Britain's Got Talent ITV1 30-May Saturday 18: Doctor Who BBC1 25-Dec Friday 17: Britain's Got Talent - Final Result ITV1 30-May Saturday 21: The X Factor Results ITV1 13-Dec Sunday 19: Comic Relief BBC1 13-Mar Friday 20: Film: Shrek 2 BBC1 24-Dec Thursday 17: Harry Hill's TV Burp ITV1 21-Nov Saturday 19: Children in Need BBC1 20-Nov Friday 19: Wallace and Gromit: A Matter of Loaf and Death BBC1 01-Jan Thursday 18: Film: Over the Hedge BBC1 24-Dec Thursday 16: New You've Been Framed! ITV1 10-Jan Saturday 18: Film: Ice Age 2 ITV1 18-Jan Sunday 17: Harry Hill's TV Burp Compilation ITV1 10-Jan Saturday 19: Film: Elf Ch4 13-Dec Sunday 17: Strictly Come Dancing BBC1 14-Nov Saturday 18: Total Wipeout Celebrity Special BBC1 26-Dec Saturday 17: Film: Shrek the Halls BBC1 25-Dec Friday 16: Harry Hill's The Best of TV Burp ITV1 05-Dec Saturday 19: Source: BARB. 1 st Jan 31st Dec 2009, all children aged 4-9. Individual airings, highest occurrence only. 12

14 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 7: Top 20 television programmes viewed by children aged in 2009 Programme Channel Date Day Time Audience (000s) Britain's Got Talent - Final Result ITV1 30-May Saturday 21: The X Factor Results ITV1 15-Nov Sunday 19: The X Factor ITV1 21-Nov Saturday 20: Britain's Got Talent ITV1 30-May Saturday 18: I'm A Celebrity - Get Me Out Of Here! ITV1 21-Nov Saturday 21: Doctor Who BBC1 25-Dec Friday 17: Comic Relief BBC1 13-Mar Friday 19: Harry Hill's TV Burp ITV1 21-Nov Saturday 19: Ant and Dec's Saturday Night Takeaway ITV1 14-Feb Saturday 19: EastEnders BBC1 25-Dec Friday 20: The Gruffalo BBC1 25-Dec Friday 17: Children in Need BBC1 20-Nov Friday 19: New Year Live BBC1 31-Dec Thursday 23: The Royle Family BBC1 25-Dec Friday 21: Coronation Street ITV1 16-Nov Monday 20: Dancing on Ice ITV1 01-Feb Sunday 18: Primeval ITV1 28-Mar Saturday 19: Gavin and Stacey BBC1 25-Dec Friday 22: Wild at Heart ITV1 15-Mar Sunday 20: Harry Hill's The Best of TV Burp ITV1 05-Dec Saturday 19: Source: BARB. 1 st Jan 31st Dec 2009, all children aged Individual airings, highest occurrence only. 13