Kids and teens today have been familiar with digital media and advertising from a very young age. With technology at their fingertips, the need for our youngest generation to understand what exactly is being suggested, promised and sold is greater than ever. Media Smart, a media literacy programme for 7 to 16 year-olds, backed by a panel of industry experts and a range of supporters (including us), aims to fulfil this need by providing free resources to help young people think critically about the advertising they come across in their day-to-day lives. They called on us to help them in their mission.
It may have caught your attention a few weeks ago that the kids on your nearby school run were sporting rather more fairy wings, hook hands and witch hats than usual.
The reason? World Book Day: that time when schools across the country are flooded with little Heidis and Grinches, Gruffalos and Wimpy Kids. This year there was even a rogue Christian Grey.
In the midst of this, one mummy blogger noticed what she felt was a worrying costume trend: her daughter’s friends were planning to mark the festival of literature by dressing up as YouTube megastar Zoella.
On Demand has allowed viewers to catch up and watch their favourite programmes when it suits them and 58% of 8-16 year olds now watch TV on a laptop or computer. Not only that but TV viewing on tablets and mobiles continues to grow too, with 20% of 8-16 year olds watching TV on a tablet and 16% on a mobile. On Demand appeals to younger viewers who like the flexibility it offers, rather than having to watch programmes at their scheduled times only, giving them the freedom to engage with different media when it suits them.
That is not to say that all watch On Demand as most still prefer ‘Live’ TV with 35% of 8-16 year olds preferring it compared to 15% ‘On Demand’. BBC iPlayer is the most commonly watched On Demand service followed by ITV player, 4OD and Demand 5, while many are also streaming shows off services like Lovefilm and Netflix to avoid sitting through adverts.
To find out more about this and get the full report on the subject get in touch here