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Digital Marketing to Children
2nd December 2009
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Agenda
• Background
• Parental attitudes
• Digital usage/ exposure
• Attitudes towards internet & advertising
• Digital advertising activity
• Protecting children from digital advertising
• Conclusions & recommendations
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Background
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Background & Objectives
• WFA facilitates the ‘responsible advertising and children programme’, which determines and champions best practice in marketing to children.
• Digital marketing (e.g. internet, SMS, gaming) is growing fast and this is less controlled than more traditional marketing channels.
• Children in particular are exposed to digital marketing, so a lack of control could put them at risk.
• There is a requirement to understand:
1. Parental perceptions of children’s exposure to digital technology
2. Parental attitudes towards their children’s interaction with and the risks posed by digital media
3. Parental attitudes towards advertising/ marketing through digital media
4. Parental expectations of businesses and the advertising industry
• WFA designed the research questionnaire in conjunction with participating clients.
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Research Coverage
• 3012 online interviews were conducted with parents of children aged 6-16 years, across 10 countries (shaded in blue below)
United States
UK
France
China
Australia
India
Germany
Mexico
ItalyPortugal
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Methodology
• Where possible interviews were conducted in the countries’ native language:
• Quotas were set to ensure an equal number of mothers and fathers were interviewed and a roughly even split between those with younger children (60%) and those with older children (56%)*
• The average survey length was 14 minutes 26 seconds
• Fieldwork was hosted by BDRC’s fieldwork partner Research Now between 30 th Oct and 12th Nov 2009
* 16% overlap due to those with children in both the younger and older age group
Country Language No. of Interviews
UK English 301
USA English 300
Australia English 304
India English (No one dominant native language) 300
China Mandarin 303
Mexico Spanish 300
Germany German 300
France French 303
Italy Italian 301
Portugal Portuguese 300
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Parental Attitudes
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Education emerges as the principle parental concern
53
42
42
39
33
18
17
16
12
11
11
Q1. When you think about your child(ren) growing up, what are your three biggest concerns?
Base: All (3,012)
% rating as one of 3 biggest concerns for their child growing up
UK US Aus Ind Chi Mex Ger Fra Ita Por
-15 +1 -12 +20 +23 +21 -2 -11 -29 +4
+4 -13 -8 -6 +5 -20 +10 +17 +20 -9
-16 -15 -13 -8 +15 -1 +9 +2 +5 +22
+4 -2 +19 -20 -32 +13 -1 -2 +10 +9
+2 +7 +6 -6 +24 -9 -18 +6 -15 +3
-1 +3 -4 -6 -12 +5 +5 +6 +10 -6
+2 +10 0 +4 -2 +8 -10 -3 -11 +1
+7 -1 -3 -5 -10 0 +8 -7 +11 -1
+10 -4 +8 -8 -4 -2 +4 -7 +7 -5
+4 +3 +2 +16 +3 -7 0 -4 -6 -11
-3 +6 +5 +17 -6 -5 -7 2 -1 -3
Other concerns (<5%): Leaving home, church, environment
Education
Future employment
Illness/ Health
Drugs/ alcohol
Happiness
Money troubles
Sex related issues (e.g. pregnancy, STDs)
Crime
Bullying
Pressures of a commercial world
Relationships
+ significantly higher than average - significantly lower than average
Country difference from average
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74
56
43
38
31
28
21
24
22
20
23
17
14
14
7
96
92
89
82
81
73
71
70
67
64
63
62
50
43
37
Internet considered almost as influential on children as their friends
Fairly InfluentialVery influential
Q2. Please indicate how influential you think the following are on your child/children's life
Base: All (3,012)
While 1/5 of parents state that advertising and marketing are ‘very influential’ on their child’s life, the mediums through which these message are communicated are thought to have greater impact
Parents/ family
School/ Teachers
Child's friends
Internet
Watching TV
Outdoor activities
Popular culture (music, celebrities...)
Sports
Other carers
Advertising & marketing
Video games
Children's books/ comics
Children's organisations (e.g. scouts)
Religion
Radio
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Radio
Children's organisations
Outdoor activities
Advertising & marketing
Video games
Internet
Children's books/ comics
Popular culture
Sports
TV
Child's friends
Other carers
School/Teachers
Parents/family
Mexico
Portugal
India
China
Australia
Germany
Italy
France
USA
UK
Advertising comparatively more influential in Mexico, India, Australia & UK
Q2. Please indicate how influential you think the following are on your child/children's life
Base: All (3,012)
Greater influence of people & activities
Greater influence of media/ culture
Correspondence Map: A visual representation of relationships between influences on children and country response. Deviation from the norm is calculated and used to plot values on a map. The position of countries on the map indicates the relative importance of each influence.
N.B. Religion was excluded as it was contorting the map
(only significant influence in USA; not
at all influential in most markets)
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Digital Usage/ Exposure
N.B. Digital usage/ exposure questions were asked about one child, so that the answers could be analysed according to children’s ages.
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Internet access is high for all age groups, but majority mobile phone use only from 12 years upwards
82
13
27
4
14
90
38
39
9
5
95
61
49
22
1
97
67
53
32
1
Their own mobile phone (with internet access)
Internet on a computer elsewhere
Their own mobile phone (without internet access)
Internet on home computer
Q3a. Which of the following does your child/do your children have access to?
Base: Asked of ALL children: 6-8 years (n=1060), 9=11 years (n=1006), 12-14 years (n=1134), 15-16 years (n=784)
None of these
12-14 year olds9-11 year olds6-8 year olds 15-16 year olds
% with access
Across all age groups, 60% have a mobile phone: 7%
have one with internet access and one without
N.B This was an online survey so children’s access to the
internet will be high compared with the wider population
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Older children use internet for a much wider variety of activities
91
54
18
15
8
3
8
90
79
41
39
21
7
8
81
84
65
67
44
13
7
85
75
80
68
24
11
72
Social Networking
Instant Chat
Education
Games
Q3b. What does your child who is XXX years old tend to use the internet for?
Base: All who’s child asked about has internet access: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)
Other
Shopping
Child’s use of the internet by age (%)
Digital communication increases as children
become more socialised with age.
Shopping online fairly limited even for 15-16 yr olds.
Jump in use for educational purposes after 8 yrs old.
12-14 year olds9-11 year olds6-8 year olds 15-16 year olds
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Cross-country variability in online communication and shopping
48
59
46
57
43
57
58
43
29
48
39
All
Mexico
UK
Germany
Italy
Portugal
India
Australia
China
USA
France
48
54
47
45
55
61
35
40
58
29
55
33
37
42
35
38
23
36
39
21
37
24
75
84
75
79
79
78
71
75
73
68
63
84
87
82
78
81
84
86
85
91
84
81
11
5
21
14
11
2
9
11
12
17
7
Email use
Q3b. What does your child who is XXX years old tend to use the internet for?
Base: Base: All who’s child asked about has internet access: UK (n=296), USA (n=290), Aus (n=298), Ind (n=280), Chi (n=299), Mex (n=297), Ger (n=267), Fra (n=288), Ita (n=272), Por (n=294)
Instant Chat Social
Networking Education/ ResearchGames Shopping
Significantly higher than average Significantly lower than average
Child’s use of the internet by country (%)
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46 mins
1 hr 1 min
1 hr 29 mins
1 hr 56 mins
32
20
9
2
44
42
30
18
19
29
37
39
4
9
24
40
6-8 year olds
9-11 year olds
12-14 year olds
15-16 year olds
Even the youngest age group spend more than 5hrs using digital technologies each week
Less than 20 mins 1-2 hrs More than
2 hrs20-59 mins
Q4. How much time do you think your XXX year old child spends using digital technologies in an average day?
Base: All who’s child asked about has internet access: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)
16
20
43
32
% Too much
Q5. Do you feel the amount of time that your XXX year old child spends using digital technologies is…?
Base: All who’s child asked about has internet access: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)
Mean Time
Average daily use of digital technologies (%)Parental attitude towards child’s time spent using digital technology
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4
2
0
1
3
1
2
2
1
5
Parental assessment similar despite country differences in time children spend using digital technology
101
82
81
79
75
73
71
66
64
60
Mexico
USA
UK
Australia
India
Italy
Portugal
France
Germany
China
Q4. How much time do you think your XXX year old child spends using digital technologies in an average day?
Base: All who’s child asked about has internet access
All country average: 75 min
Time child spends using digital technologies daily (mins)
27
20
28
30
24
28
28
30
23
27
Q5. Do you feel the amount of time that your XXX year old child spends using digital technologies is…?
Base: All who’s child asked about has internet access: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)
Too much (%)Too little (%)
Parental opinion of time spent using digital technologies
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Majority of parents satisfied with their level of control
51
73
30
19
26
35
43
19
8
16
25
28
1
1
58
40
27 2
All
6-8 year olds
12-14 year olds
15-16 year olds
9-11 year olds
Q6. To what extent are you able to monitor your XXX year old child's use of new technologies such as the Internet and text messaging?
Base: All who’s child asked about has internet access: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)
To some extent but it doesn't really worry me
I feel like I have control
Not as much as I would like
I feel powerless
Parental feeling of control over child’s use of digital technologies
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74
59
58
57
57
49
47
41
40
19
Half have parental control software on the home computer
60
54
43
37
Q7. Is the personal computer used by your XXX year old child to go on the Internet equipped with “parental control” software?
Base: All asked about respective age group with internet on home Computer: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)
% with parental control software
UK
USA
France
Mexico
Italy
Australia
Portugal
India
Germany
China
6-8 year olds
12-14 year olds
15-16 year olds
9-11 year olds
All country average: 50%
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Attitudes Towards Internet & Advertising
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Exchange of personal information the greatest worry for parents
38
44
37
45
35
28
16
29
9
7
34
28
34
22
27
35
18
27
28
30
-9
-11
-9
-17
-11
-19
-12
-32
-21
-18
-19
-18
-20
-16
-27
-37
-22
-44
-47
-24
Giving out personal information
Potential contact with strangers
Pornography
Violence
Illegal downloading
Online gambling
Playing games online
Marketing and advertising
Companies collecting personal Information on your child
The very fact that they are online and not doing something else
Very concerned
Not at all concerned
Not very concerned
Fairly concerned
Q8. Using the scale provided, how concerned are you about your XXX year old child's exposure to each of the following, on the Internet?
Base: All who’s child asked about has internet access: 6-8 years (n=805), 9=11 years (n=748), 12-14 years (n=747), 15-16 years (n=597)
Internet marketing not a major concern for most
72
72
71
67
65
55
51
47
36
35
Any Concerned (%)
Any Not Concerned (%)
28
28
29
33
36
46
49
53
65
65
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Violence
Illegal downloading
Online gambling
PornographyPotential contact with
strangers
Playing games online
Marketing and advertising
Giving out personal information
Companies collecting personal Information on
your child
Very fact they are online and not doing something
else
UK
USA
France
ItalyGermany
Australia
China
IndiaPortugal
Mexico
Australia & USA more mindful than other countries of marketing exposure, relative to other risks on the internet
Concern about child’s own use of internet
Concern about outside threats/ predatory behaviour
Correspondence Map: A visual representation of relationships between level of concern about child’s exposure to different risks and country response. Deviation from the norm is calculated and used to plot values on a map. The position of countries on the map indicates the relative importance of each concern.
Q8. Using the scale provided, how concerned are you about your XXX year old child's exposure to each of the following, on the Internet?
Base: All who’s child asked about has internet access (2881)
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Parents claim primary responsibility for children’s wellbeing, but expect support from a variety of sources
Q9. To what extent should each of the following parties be responsible for protecting children from potentially negative influences on the internet?
Base: All (3,012)
90
28
25
17
16
8
63
63
65
63
1
7
11
15
17
1
1
2
4
4
Parents/ guardians
Schools
Government
Businesses
Children's associations
Primary Responsibility
No Responsibility
Some Responsibility
Don’t Know Any Responsibility (%)
99
92
88
82
79
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Some variation by country in the role each body is expected to play
91
95
93
89
85
97
85
88
87
90
7
4
6
8
15
3
12
10
11
8
UK
USA
Australia
India
China
Mexico
Germany
France
Italy
Portugal
22
26
31
54
27
37
12
9
46
20
72
67
64
43
67
59
77
67
47
73
19
14
24
33
30
30
22
17
41
21
68
56
62
58
63
63
65
68
51
70
10
13
12
17
15
21
15
15
30
17
70
57
64
63
65
63
66
74
59
72
13
15
18
31
7
21
9
7
32
9
65
61
66
59
63
65
68
60
52
76
Q9. To what extent should each of the following parties be responsible for protecting children from potentially negative influences on the internet?
Base: All (3,012)
Parents/ Guardians (%) Schools (%) Government (%) Businesses (%)
Children’s Associations (%)
Some responsibility
Primary responsibility significantly higher than average significantly lower than average
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Digital Advertising Activity
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72
60
52
44
31
32
18
19
28
28
35
43
39
30
Computer games manufacturers
Entertainment companies
Telecommunications companies
Toy companies
Sporting goods manufacturers
Food and drink companies
Alcohol producers
Entertainment businesses perceived to be the most active advertisers through digital media
Q11. To what extent do you think the following kinds of companies use digital technologies (e.g. the Internet and mobile phones) to advertise to children?
Base: All (3,012)
A lot A little
Perceived use of digital technology to advertise to children (%)
(90)
(88)
(80)
(79)
(74)
(70)
(49)
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29
23
24
19
14
22
12
8
7
5
23
27
25
24
23
15
23
24
11
10
Parents recognise that some companies are more responsible than others when communicating with children
Q12. How responsible do you feel businesses are when communicating with children via digital technologies (such as on the internet and via mobile phone)?
Base: All (3,012)
16
21
52
8
4
Fairly irresponsible
Depends on the company (some are responsible, some are
not)
Fairly responsible
Very responsible
Very irresponsible
How responsible are businesses when advertising to children? (%)
India
Italy
Portugal
France
USA
Mexico
UK
Australia
China
Germany
Very responsible
Fairly responsible
2
3
4
4
5
4
4
5
3
5
4
4
6
8
7
8
5
11
10
14
Very irresponsible
Fairly irresponsible
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1 in 4 believe digital is more persuasive than other forms of advertising
Q10a/b/c. Do you think advertising through the Internet and other digital technologies is more or less persuasive to children than advertising on traditional media, such as TV? Why?
Base: All (3,012)
3
16
56
25
The same
More persuasive
Less persuasive
67
59
52
46
44
42
35
Constant (24/7)
Child is independent/ alone at point of viewing
Child pays more attention as internet is more dynamic
Targeted adverts
Lack of attention due to focus on main content
Advertising overload
Use of ad-blocker
Distinction between advertising and content is less clear
Child pays more attention as internet is more interactive
Ability to act on the advert via links
More Persuasive (%)
Less Persuasive (%)
72
43
22
21
17
Low/ no usage of digital technologies
Fear/ caution of digital technologies
Persuasiveness of digital advertising (%)
No Opinion
Why?
Why?
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Protecting children from digital advertising
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9-14 year olds perceived to be most susceptible to digital advertising
21
33
46
48
30
29
Children under 6 years
Children from 6- 8 years
Children from 9-11 years
Children from 12-14 years
Children from 15-16 years
Which age ranges are particularly susceptible to digital advertising messages? (%)
Q13c. Do you consider any specific age range(s) to be particularly susceptible to digital advertising messages? If yes, which age ranges should be afforded special protection?
Base: All (3,012)
No difference in level of risk according to children’s age
Perceived susceptibility by country
56 55 5357
54
51 52
44
57
50
59
44
52 51
54
51
52
67
4649
0
20
40
60
80
100
UK
USA
Aust
ralia
Indi
a
Chin
a
Mex
ico
Ger
man
y
Fra
nce It
aly
Portu
gal
Younger Children ((up to 11 yrs)Older Children (12+ yrs)
Greater concern for older children in India
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77
71
58
51
53
52
29
11
11
12
14
23
30
28
29
15
9
27
Desire for tighter controls on digital advertising to children
2
3
3
3
2
3
4
28
53
2
3
4
4
4
12
25
16
4
Strongly agree
Strongly disagree
Slightly disagree
Slightlyagree
Parental consent should be required for any personal data collection from children
Companies should never seek to collect personal data from children
Age verification mechanisms should be put in place to ensure children only see advertising
of products suitable for their age group
Companies should voluntarily restrict their advertising of certain products to children
Children should be taught to think critically about advertising
Companies should refrain from advertising to children using digital technologies altogether
There should be no restrictions on advertising to children
Parents should have the option to opt in/ opt out of targeted advertising for certain age
groups
I trust companies to put in place appropriate safeguards for children, without need for legislation
Q13a. To what extent do you agree or disagree with each of the following statements relating to advertising to children using digital technologies…?
Base: All (3,012)
(4)
(6)
(6)
(7)
(6)
(7)
(15)
(53)
(69)
(89)
(85)
(81)
(81)
(81)
(80)
(59)
(27)
(20)
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Internet crucial to children’s development, but education in media literacy needed
32
22
18
18
13
8
9
39
40
36
34
33
30
34
2
6
9
5
8
15
13
6
9
12
8
17
16
14
Strongly
agree
Strongly disagree
Slightly disagree
Slightly agree
Media literacy education is the best way of giving children the skills to interact responsibly with the Internet
The Internet will be crucial to my child's development and ability to succeed in life
Collecting data about Internet usage can help marketers deliver more targeted advertising
Advertising funds free content on the Internet
For my children, the opportunities afforded by the Internet outweigh the potential threats
It is fair to expect some advertising to children in exchange for free content for children
Exposure to advertising is a fair trade off for free content on the Internet
Q14. To what extent do you agree or disagree with each of the following statements…?
Base: All (3,012)
(8)
(15)
(21)
(13)
(22)
(32)
(29)
(71)
(62)
(53)
(52)
(47)
(41)
(39)
Least agreement that advertising is a fair trade for
free content
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Attitudes towards digital advertising can be simplified into 4 factors
Factor Analysis: A data reduction technique that looks for similarities in response patterns in order to group together different variables into underlying structures. This has been used to identify ‘themes’ that could be used in reporting advertising attitudes by country.
FACTOR ANALYSIS BASED ON Q13a AND Q14.
FACTOR ORIGINAL QUESTIONS
Trust advertising
There should be no restrictions on advertising to children.
I trust companies to put in place appropriate safeguards for children, without the need for legislation.
Advertising controls required
Parents should have the option to opt in/ opt out of targeted advertising for certain age groups.
Companies should voluntarily restrict their advertising of certain products to children.
Companies should never seek to collect personal data from children.
Companies should refrain from advertising to children using digital technologies altogether.
Age verification mechanisms should be put in place to ensure children only see advertising of products suitable for their age group.
Parental consent should be required for any personal data collection from children.
Children should be taught to think critically about advertising.
Positive disposition to
digital advertising
Advertising funds free content on the Internet.
Exposure to advertising is a fair trade off for free content on the Internet.
It is fair to expect some advertising to children in exchange for free content for children.
Collecting data about Internet usage can help marketers deliver more targeted advertising.
Positive disposition to
internet
For my children, the opportunities afforded by the Internet outweigh the potential threats.
The Internet will be crucial to my child’s development and ability to succeed in life.
Media literacy education is the best way of giving children the skills to interact responsibly with the Internet.
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Least demand for advertising restrictions in Mexico & India; most in Portugal
Trust advertising: no need for legislation
Advertising controls required
FACTOR ANALYSIS BASED ON Q13a AND Q14.
Base: All (3,012)
122
42
1
-3
-18
-20
-23
-25
-27
-49
All numbers shown are ‘factor scores’.
Reading the Factor Scores: Negatives are below average agreement with the factor; positives are above average agreement with the factor
17
-14
-14
-25
8
6
20
-5
-4
12
Mexico
India
Italy
China
France
Australia
USA
UK
Germany
Portugal
Limited variation by country for the other 2
factors (positive disposition to internet and digital advertising)
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4 in 5 believe children should be taught to think critically about advertising
53
13 27
6 Slightly agree
Strongly agree
Parents
Schools
The Government
The advertising industry
Who should be responsible? (%)
92
73
28
26
Responsibility to promote critical thinking amongst children should fall to parents and schools
Q13b.. In your opinion, who do you think would be best placed to fulfill this role?
Base: All who agree/slightly agree ‘Children should be taught to think critically about advertising’ (2,424)
Children should be taught to think critically about advertising
All agree asked:
Disagree
Neither agree nor disagree
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28
25
16
34
36
44
29
33
17
26
24
26
29
21
24
40
27
33
26
22
17
23
28
25
16
34
36
44
29
33
17
26
24
73
75
52
77
77
69
76
81
59
82
81
Desire for active involvement from the advertising industry in India and Mexico in particular
Q13b. In the last question you agreed that children should be taught to think more critically about advertising. In your opinion, who do you think would be best placed to fulfill this role?
Base: All who agree/slightly agree ‘Children should be taught to think critically about advertising’ (2,424)
92
87
97
90
89
85
95
95
93
95
89
All
UK
USA
Australia
India
China
Mexico
Germany
France
Italy
Portugal
Parents (%) Schools (%) The Government (%)The Advertising
Industry (%)
significantly higher than average significantly lower than average
Who should be responsible for teaching children to think critically about advertising?
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Lower levels of concern about marketing of child-orientated products to children
89
88
72
70
41
39
23
14
12
3
Products promoting violence
Alcohol
Medicines
Slimming products
Video Games
Advertising of certain food & soft drinks
All food & soft drink advertising
Toys
Leisure/ entertainment (e.g. Disney)
Pornography/ Sex/ Sexual products
What types of products do children require special protection from? (%)
Q13d. When it comes to digital advertising, which, if any, types of products do you think children require special protection from?
Base: All (3,012)
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Leisure/entertainment (such as Disney)
Video Games
Medicines
Slimming products
Products promoting violenceAlcohol
Toys
The advertising of certain food and soft drinks
Mexico
PortugalIndia
China
Australia
Germany
Italy
France
USA
UK
General consensus of which products pose most threat to children, but entertainment more of a concern in China
Entertainment industryOther products
Correspondence Map: A visual representation of relationships between types of products children require special protection from and country response. Deviation from the norm is calculated and used to plot values on a map. The position of countries on the map indicates the relative importance of each concern.
Q13d. When it comes to digital advertising, which, if any, types of products do you think children require special protection from?
Base: All (3,012)
N.B. All food & soft drink advertising excluded the
map worked better without this.
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67
61
60
52
26
23
11
4
Greater policy clarity requested by parents
Q15. Is there anything else that you would like to see the industry doing with regards to marketing through digital media?
Base: All (3,012)
More industry guidelines on advertising through digital media
More transparency about policies for marketing to children within the advertising industry
More transparency about policies on collection of personal data over the internet, within the advertising industry
Restriction of advertising on certain websites
Nothing
Total banning of advertising to children through digital media
Tax on advertising to children through digital media
Total banning of advertising to children and adults through digital media
Parental requests for industry changes (%)
Especially Australia (76%)
Especially Portugal (72%) & Australia (72%)
Especially Portugal (75%) & Mexico (72%)
Especially India (69%) & China (68%)
Especially China (33%)
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Conclusions & Recommendations
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Conclusions & Recommendations
• Parents view the internet as an important tool that will offer opportunities and help their children’s development, but there are concerns associated with its use.
• Most parents are satisfied with their ability to monitor and control their child’s use of digital technologies and claim primary responsibility for protecting their children from negative influences.
• Nevertheless, they would like to see other parties, including businesses, take some responsibility for protecting children from potentially negative influences on the internet.
• Overall there is a low level of trust that companies will establish appropriate safeguards for advertising to children on the internet, without legislation being passed.
• However, there are perceived differences in how responsible different organisations are when advertising to children, so there may be potential for proactive companies to win parents’ trust.
• Parents’ concerns about children’s use of the internet relate principally to external risks rather than children’s own uses, in particular provision/ collection of personal details. There is less concern about advertising and marketing per se. Consequently, actions that limit/ restrict collection of personal information are the most sought after changes.
• Education of children to think critically about internet advertising and restriction of the advertising of certain products are also popular measures for minimising risk to children.
• Lower levels of trust and greater concern about digital advertising and marketing in Australia, USA and Europe, so it is most important to address concerns in these countries.
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Appendix
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Sample Breakdown by Country
% Younger Children
% Older Children
% Internet Usage
UK 57 59 98
USA 58 67 96
Australia 57 63 98
China 64 43 91
India 67 51 98
Mexico 63 56 99
Germany 57 57 89
France 55 60 94
Italy 60 59 90
Portugal 68 46 96
Total 60 56 95
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Statistical Difference
• This research was designed to ensure robust sample sizes for analysis
• As the survey is conducted with a sample of the target audience, we cannot be 100% certain that a census of the whole population would yield the same results
• We can be 95% certain that the actual figure (in the population as a whole) falls within a certain range of the survey figure
• The percentages within the table represent the error variance
Survey finding of…
Base 5 / 95% 20 / 80% 50 / 50%
Total Sample (3012) +/- 0.8% +/- 1.4% +/- 1.8%
Countries (300) +/- 2.5% +/- 4.5% +/- 5.7%
Age of child asked about for usage/ exposure questions:
6-8 year olds (805) +/- 1.5% +/- 2.8% +/- 3.5%
9-11 year olds (748) +/- 1.6% +/- 2.9% +/- 3.6%
12-14 year olds (747) +/- 1.6% +/- 2.9% +/- 3.6%
15-16 year olds (597) +/- 1.7% +/- 3.2% +/- 4.0%
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For further information…
Please contact us if you have any questions or comments regarding the contents of this report
Katie Vosper, Research Director
Tel : 020 7400 1006katie.vosper@bdrc.co.uk
Bethan Cooke, Research Executive
Tel : 020 7400 1019bethan.cooke@bdrc.co.uk
Web www.bdrc.co.uk
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Attitudes towards advertising through digital technologies
77
71
58
51
53
52
29
11
11
% strongly agreeing with statement
UK US Aus Ind Chi Mex Ger Fra Ita Por
+2 +4 +6 -11 -6 0 -6 +7 -5 +10
+4 +7 +6 -10 -23 +11 +2 +1 -7 +9
-3 +4 0 +4 -5 +19 -8 -4 -11 +2
0 +11 -1 +3 -5 +13 -7 -3 -12 +1
-6 +5 +5 -6 -14 +14 +7 -1 -3 -1
-2 +11 +4 +1 -20 +22 -4 -3 -7 -1
-2 +6 0 -6 -6 -5 +9 +3 -5 +6
-4 0 -4 +16 -7 +17 -4 -5 -2 -9
-9 -6 -5 0 -4 +51 -10 -5 -6 -9
+ significantly higher than average - significantly lower than average
Country difference from average
Q13a. To what extent do you agree or disagree with each of the following statements relating to advertising to children using digital technologies…?
Base: All (3,012)
Parental consent should be required for any personal data collection from children
Companies should never seek to collect personal data from children
Age verification mechanisms should be put in place to ensure children only see
advertising suitable for their age group
Companies should voluntarily restrict their advertising of certain products to children
Children should be taught to think critically about advertising
Companies should refrain from advertising to children using digital
technologies altogether
There should be no restrictions on advertising to children
Parents should have option to opt in/out of targeted advertising for certain age groups
I trust companies to put appropriate safeguards for children, without need for
legislation
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Attitudes towards advertising through the internet
UK US Aus Ind Chi Mex Ger Fra Ita Por
-14 -9 -8 +5 -12 +22 +5 +19 +3 -12
+2 +6 +6 +10 +4 +8 -13 -8 -10 -4
-10 +2 +3 +5 -6 +21 -8 -2 -7 +1
-7 +1 -4 -1 -6 +25 -2 -1 -6 +2
+1 -2 -2 +2 +4 +10 -3 -1 -6 -4
-5 +2 -4 +5 -2 +10 0 +2 -3 -5
-6 0 -4 +6 +3 +10 -1 +1 -3 -4
Country difference from average
Q14. To what extent do you agree or disagree with each of the following statements…?
Base: All (3,012)
% strongly agreeing with statement
Media literacy education best way of giving children skills to interact
responsibly with the Internet
The Internet will be crucial to my child's development and ability to succeed in life
Collecting data about Internet usage can help marketers deliver more targeted advertising
Advertising funds free content on the Internet
For my children, the opportunities afforded by the Internet outweigh the potential
threats Fair to expect some advertising to children
in exchange for free content for children
Exposure to advertising is a fair trade off for free content on the Internet
+ significantly higher than average - significantly lower than average
32
22
18
18
13
8
9
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Parental perception of children’s access to digital technology
44
55
42
63
65
50
53
31
27
23
33
All
Mexico
China
UK
Australia
Portugal
USA
France
India
Italy
Germany
19
17
26
30
18
16
14
15
16
19
18
49
66
31
52
48
55
45
42
35
57
60
93
91
97
98
96
96
93
94
91
89
86
Internet on computer elsewhere
Own mobile phone (with internet access)
Own mobile phone (without internet access)
Internet on home computer
Child’s access to digital technology by country (%)
Q3a. Which of the following does your child/do your children have access to?
Base: Asked of ALL children
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Parental perception of control
Q6. To what extent are you able to monitor your XXX year old child's use of new technologies such as the Internet and text messaging?
Base: All who’s child asked about has internet access
Not as much as I would like
I feel powerless
Parental feeling of control over child’s use of digital technologies (%)
I feel like I have control
To some extent but it doesn't really worry me
51
64
58
57
56
54
51
50
50
49
22
30
7
25
29
30
19
30
30
37
37
55
19
28
16
15
13
27
18
18
14
14
21
1
1
0
0
1
1
1
2
0
0
1
All
Mexico
Italy
Germany
USA
Portugal
UK
Australia
India
France
China
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Perceived extent of digital advertising by company type
UK US Aus Ind Chi Mex Ger Fra Ita Por
+2 +1 -5 -1 +6 +14 -6 -1 -6 -4
+6 +11 +1 +8 -5 +13 -3 -11 -13 -7
-10 -5 +5 0 -24 +20 -5 +7 0 +11
0 +10 -9 +4 +8 +12 +1 -14 -5 -8
-1 +3 -7 +1 +8 +10 -2 -5 -1 -6
+1 +16 +6 +23 -10 +4 -12 -3 -11 -14
-6 +2 +1 +5 -9 +14 +3 -3 -2 -4
Country difference from average % perceive company to ‘advertise a lot’
+ significantly higher than average - significantly lower than average
72
60
52
44
31
32
18
Computer games manufacturers
Entertainment companies
Telecommunications companies
Toy companies
Sporting goods manufacturers
Food and drink companies
Alcohol producers
Q11. To what extent do you think the following kinds of companies use digital technologies (e.g. the Internet and mobile phones) to advertise to children?
Base: All (3,012)
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