GfK NOP Media

GfK NOP Media launches new panel of 8-15 years olds

London, 20 October 2009 - GfK NOP Media's new panel, called rate it!, consists of over 1,500 eight to fifteen year olds and is designed specifically to deliver understanding of the next generation of media consumers.

The panel has been developed to help media owners, advertisers and agencies investigate who their consumers are, what they consume and why, and what they want from the media they use.

The internet is almost twice as likely as television to be found in children’s bedrooms.

More girls have the internet in their bedrooms compared to boys, who prefer to have games consoles.

90% of young teens use the internet for gathering information for homework and 84% use the net for emailing.

Fewer young people are using chat rooms with less than half now using this form of internet activity.

70% of this age group use the internet every day compared to only 44% who watch TV every day.

Television is still the most popular source of news, with 48% picking this as one of their news choices, compared to newspapers at 34% and radio at 33%. The internet is only picked by 28% as a source of news.

Nearly 83% of the panel have mobile phones with more females having phones than the boys. The phone is used equally for voice and text communications with over 75% using it this way.
The internet would be missed most if they have to give up something with MP3 players at 15% coming in second.

Parents are still the most trusted people with 87% of this age group trusting them the most. This followed with teachers and friends at 53% and 52% respectively.

rate it! delivers daily feedback on the top tv programmes that teenagers choose to view - be it Heroes, Merlin or Hollyoaks - and is also able to provide feedback on their top websites and radio stations. It will shortly be producing its first results on press and magazine readership.

With daily measurement of media consumption, weekly targeted surveys and a regular dialogue with young consumers, rate it! is designed to identify and understand the factors that influence this valuable new audience. As well as providing clients with Media insight reports covering broadcast, print, online, movies, music, and gaming, the panel offers benchmarking & comparison of results for one communication vehicle against our continuously collected media consumption data.