ALL OF POLAND READS TO KIDS – report

Prepared for„ABCXXI – All of Poland Reads to Kids” Foundation

30 October 2006

2Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

Population studied:

Polish population age 15 or older

Method for selection of sample:

Random/quota sample: RESPONDENTS selected by a quota method in terms of:

sex, age and eduation at 100 LOCAL POINTS (communes) chosen by random with probabilities proportional to the size of the population

Method of collecting data:

Individual questionnaire interview

Period for conducting interviews:

6 - 10 October 2006

Effective sample size:

N= 1015 persons

Statistical margin of error:

no greater than +/- 3.1% with a confidence level of 0.95 for N=1015

Methodology

3Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

DATA ON RESPONDENTS

N=1015 Number Percent

SEX

men 486 47,9% women 529 52,1%

AGE (years)

15 - 19 107 10,5% 20 - 24 103 10,1% 25 - 29 93 9,2% 30 - 39 160 15,8% 40 - 49 194 19,1% 50 - 59 148 14,6% > 59 210 20,7%

EDUCATION

elementary school 321 31,6% vocational school 249 24,5% secondary school 339 33,4% higher education 106 10,4%

SIZE OF LOCALITY

rural 377 37,1% town (< 50 000) 236 23,3% city (50 000 – 200 000) 174 17,1% urban (> 200 000) 228 22,5%

N=1015 Number Percent

WITH CHILDREN (age 18 or under)

has child(ren) 269 26,5% has no children 746 73,5%

AGE OF CHILDREN

up to 5 years 103 10,1% 6 to 10 years 78 7,7% 11 to 18 years 139 13,7%

REGION

central 189 18,6% Wielkopolska 138 13,6% Silesia 174 17,1% western 125 12,3% Pomerania 91 9,0% north-eastern 69 6,8% eastern 69 6,8% Małopolska 160 15,8%

Familiarity with the campaign“All of Poland Reads to Kids”

5Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

In the five years since inauguration of the “All of Poland Reads to Kids” campaign, more than three-fourths of Poles age 15 and older state that they are familiar with the campaign:

In September 2006, 85% of Poles stated they were familiar with the campaign, which is 8% more than in September 2004 – a statistically significant difference.

As in 2004, women were more likely to have heard of the campaign. Compared to 2004, the number of both women and men who recognized the campaign grew significantly.

Familiarity with the campaign grew significantly among all age groups, except for the bracket above age 59, where the increase compared to 2004 was not statistically significant. The greatest growth occurred in the age groups 15-19 (12%) and 50-59 (18%).

Compared to 2004, familiarity with the campaign grew among all eduational levels except for those with a vocational-school education, where it remained at the same level.

Familiarity with the campaign rose among adult Poles living in rural areas as well as in cities with 50,000 or more inhabitants (18%). In the case of residents of other categories of locales, the level of familiarity in 2006 was similar to that in 2004.

The increase in familiarity with the campaign in September 2006 was observed in all regions except for Pomerania, where a decrease in familiarity was noted, and Wielkopolska, where the level of familiarity was unchanged.

The campaign was very well recognized by people who have children aged 10 or younger.

The “All of Poland Reads to Kids” campaign is known chiefly from television, followed by radio and press (as in 2004).

61% of adult Poles saw the television campaign for “All of Poland Reads to Kids,” while 32% saw the outdoor advertising campaign.

FAMILIARITY WITH THE CAMPAIGN - SUMMARY OF RESULTS

6Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

69%63%

77%

85%

0%

20%

40%

60%

80%

100%

2002 2003 2004 2006

Familiarity with the campaign“All of Poland Reads to Kids”

Have you heard of the campaign “All of Poland Reads to Kids”?

BASE:

2002, N=1000 2003, N=1000 2004, N=1020 2006, N=1015

Familiarity with the “All of Poland Reads to Kids” campaign increased significantly compared to figures from two years before: 85% of adult Poles have at least heard of the campaign.

7Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

87%

82%

79%

76%

WOMEN

MEN

81%

91%

83%

86%

75%

73%

80%

83%

RURAL

TOWN (<50,000)

CITY (50,000 - 200,000)

URBAN (>200,000)

Have you heard of the campaign „All of Poland Reads to Kids"?

95%

90%

91%

90%

88%

84%

67%

83%

86%

82%

86%

79%

66%

68%

15 - 19

20 - 24

25 - 29

30 - 39

40 - 49

50 - 59

> 59

79%

80%

91%

93%

69%

78%

80%

88%

ELEMENTARY SCHOOL

VOCATIONAL SCHOOL

SECONDARY SCHOOL

HIGHER EDUCATION

85% of Poles had heard of the campaign

15% of Poles had not heard of the campaign

Familiarity with the campaign“All of Poland Reads to Kids” (2/3)

2006 2004BASE: 2006 N=1015, 2004 N=1020

Statistically significant differences at level of 90%

95%

94%

84%

88%

84%

children age 0 - 5

children age 6 - 10

children age 11 - 14

children age 15 - 18

grown children/ no children

THOSE WITH CHILDREN

8Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

20%

13%

8%

4%

4%

2%

1%

1%

94%

16%

9%

1%

2%

96%television

radio

printed press

street posters

from other people

the Internet

flyers

bus ads

other sources

Where the campaign was encountered

Where have you encountered the campaign “All of Poland Reads to Kids”?

BASE: Poles who had heard of the campaign, 2006 N=858; 2004 N=787

The campaign “All of Poland Reads to Kids” is known chiefly from television, followed by radio and printed press.

9Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

Have you heard of the campaign “All of Poland Reads to Kids”?

Familiarity with the campaign“All of Poland Reads to Kids” (3/3)

< 59%

59%-68%

69%-78%

>78%BASE: N=1020BASE: N=1015

93%

82%

82%

86%

80%

91%

81%83%

2006

Total familiar: 85%

88%

88%

70%

58%

67%

91%

76%78%

2004

Total familiar: 77%

Statistically significant differences at level of 90%

10Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

no 39%

yes 61%

Recognition of television spots

Have you seen this ad on television?

BASE: Poles age 15+, 2006 N=1015

More than half of adult Poles had encountered the television campaign for “All of Poland Reads to Kids.”

11Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

no 68%

yes 32%

Recognition of outdoor ads

Have you seen this billboard?

BASE: Poles age 15+, 2006 N=1015

One third of adult Poles had encountered the outdoor advertising campaign for “All of Poland Reads to Kids.”

Adults reading books to children

13Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

NO, DO NOT READ ALOUD

54%

YES, EVERY DAY OR

ALMOST EVERY DAY11%

YES, ONCE OR TWICE A WEEK

19%

YES, BUT LESS THAN ONCE A

WEEK16%

BASE: 2006 N=269, parents with children 18 and under

46% read

aloud to children

Familiar with campaign and reading – 47% Unfamiliar with campaign and reading – 35%

NO, DO NOT READ ALOUD

32%

YES, EVERY DAY OR

ALMOST EVERY DAY17%

YES, ONCE OR TWICE A WEEK

29%

YES, BUT LESS THAN ONCE A

WEEK21%

HARD TO SAY, DON'T KNOW

1%

BASE: 2006 N=161, parents with children 10 and under

68% read

aloud to children

Familiar with campaign and reading – 68% Unfamiliar with campaign and reading – 38%

Do you read aloud to your child(ren)?

More than 2/3 of adult Poles with children aged 10 and under read aloud to their children. The effectiveness of the campaign may be seen from the fact that there were almost twice as many parents who read to their children and had heard of the campaign (68%) than those who read to their children but had not heard of the campaign.

Reading books to children out loud

Books in the life of adult Poles

15Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

Compared to figures from 2004, in 2006 there was a significant increase in the group of Poles who had not

read a single book in the past six months. 59% of Poles age 15 and above read at least one book:

The percentage of people who had read at least one book in the past 6 months grows together with

the educational level of the Poles, but decreases with age.

Women are more likely than men to read books.

Compared to 2004, the number of readers remained at a similar level in only two age groups: 15-18

and over 59. In other age groups, the figure fell significantly.

The percentage of people who had read at least one book in the last 6 months fell at the same rate

among persons with an elementary-school education and those with a vocational-school education.

Reading of books is also related to experiences from childhood involving listening to reading out loud:

almost half of Poles who had read 6 or more books in the past 6 months frequently had had books read to

them out loud, while 61% of Poles who had not read a single book in the past 6 months were not read aloud

to when they were children.

BOOKS IN THE LIFE OF ADULT POLES – SUMMARY OF RESULTS

16Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

Reading in the last 6 monthsHow many books have you read in the past 6 months, i.e. since March 2006 (or 2004)?

MORE THAN TEN10%

SIX TO TEN6%

FOUR TO FIVE9%

TWO12%

ONE12%

DIDN'T READ A SINGLE BOOK

41%

DON'T RECALL1%

THREE9%

2006

BASE: N= 1020BASE: N= 1015

Total who had read at least one

book 59%

Total who had read at least one

book 65%

MORE THAN TEN9%

SIX TO TEN6%

FOUR TO FIVE10%

TWO14%

ONE12%

DIDN'T READ A SINGLE BOOK

35%

DON'T RECALL4%

THREE10%

2004

Statistically significant differences at level of 90%

17Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

Reading in the last 6 months

THREE9%

DON'T RECALL1%

DIDN'T READ A SINGLE

BOOK41%

ONE12%

TWO12%

FOUR TO FIVE9%

SIX TO TEN6%

MORE THAN TEN10%

58%

70%49%

66%

MEN

WOMEN

88%

67%

60%

61%

52%

54%

41%

88%

75%

73%

70%

64%

59%

44%

15 - 19

20 - 24

25 - 29

30 - 39

40 - 49

50 - 59

> 59

49%

43%

69%

82%

56%

58%

71%

85%

ELEMENTARY SCHOOL

VOCATIONAL SCHOOL

SECONDARY SCHOOL

HIGHER EDUCATION

2006 2004

EDUCATION

AGE

SEX

How many books have you read in the past 6 months, i.e. since March 2006 (or 2004)?

BASE: 2006 N=1015, 2004 N=1020

Statistically significant differences at level of 90%

18Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

Reading in childhood

YES, OFTEN22%

DON'T RECALL6%

YES, RARELY31%

NO, NO ONE READ TO ME

41%

Did an adult read out loud to you when you were a child?

BASE: N= 1015

Statistically significant differences at level of 90%

20042006

BASE: N= 1020

YES, OFTEN24%

DON'T RECALL12%

YES, RARELY26%

NO, NO ONE READ TO ME

38%

19Fundacja ABC/ Cała Polska czyta dzieciom, październik 2006

FREQUENCY OF HEARING BOOKS READ OUT LOUD AS A CHILD

NU

MB

ER

OF B

OO

KS

REA

D I

N P

AS

T 6

MO

NTH

S

Reading books in childhood and today

49%

30%

25%

24%

16%

10%

22%

34%

41%

41%

45%

43%

21%

23%

14%

28%

29%

24%

38%

61%

51%

more than ten

six - ten

four - five

three

two

one

none

yes, often yes, rarely no, no one read to me

BASE: N=1015