Zero-to-Fourteen Consumer
Experience Study 2014
© Media Development Authority Singapore
Outline
1. Executive Summary
2. Introduction
1. Research Objectives
2. Methodology
3. Media Consumption Habits
1. Time Spent on Media Activities
2. Free-to-Air TV
3. Pay TV
4. Online Usage and Habits
5. Social Media Usage and Habits
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Zero-to-Fourteen Consumer Experience Study 2014 / 2
1. Executive Summary
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1. Executive Summary
Media Consumption Habits
• Time spent on media activities increased with the children’s age. The top three media
activities were watching MediaCorp TV, watching Pay TV on TV sets, and playing video
games on their mobile phones
• While TV viewing continues to be a family activity, children spent more time on media
activities alone as they grow older
• Children aged 10 and below watched Okto most frequently, while children aged 11 to 14
preferred Channel 5 and Channel 8
• Disney Junior was the most watched Pay TV channel amongst children aged 0 to 6, while
the older children preferred the Disney Channel
Online Usage Habits
• More than three quarters of the children have gone online
• Most accessed the Internet at home for at least four days a week using a smart phone
Social Media Usage and Habits
• Half of the children surveyed used social media networks, with most
aged between 11 and 14 years old
• Most used smart phones to access social media networks
• Facebook was the most popular social media platform, followed by
YouTube and Twitter
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Zero-to-Fourteen Consumer Experience Study 2014 / 4
2. Introduction
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2. Introduction
The Zero-to-Fourteen Media Consumer Study was conceptualised as a
complementary study to MDA’s Media Consumer Experience Study, with a targeted
focus on the media consumption habits of children from birth to fourteen years of
age.
This study is intended to provide up-to-date data about children’s media habits, to
shed light on the important role of the media in the lives of children in Singapore.
This is the first time MDA is conducting this study. MDA intends to conduct this study
annually to keep abreast of the changing media consumption habits of Singapore
children.
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2.1 Research Objectives
The study aims to find out:
• Take Up of Media – The amount of time children spend on traditional and new
media platforms, and the devices used to access new media.
• Use of Media – The types of activities and content children engage in using
traditional and new media platforms.
• Social Media Habits – The prevalence of the use of social media among children,
and the different social media networks used.
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2.2 Methodology
Sample:
• 1,200 Singapore Citizens and PRs, aged 0 to 14
• Parents answered on behalf of the children aged 0 to 6
• Survey used a nationwide sampling frame that was representative of the Singapore
population aged zero to 14
Methodology:
• Surveys were carried out via face-to-face interviews, which lasted about 30 minutes
each
Survey period:
• Fieldwork conducted during the period of November to December 2014
The study was conducted by the Degree Census Consultancy Pte Ltd.
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3. Media Consumption Habits
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3.1 Time Spent on Media Activities
Children spent an average of 4.7 hours daily on media
activities; Half the time was spent watching MediaCorp TV
Accompanied by:
Average daily time spent on media activities (hours)
Watch MediaCorp on TV
2.5
Play video games
2.2
Watch Pay TV on TV
2.1
Do homework
2.0
Watch non-FTA or Pay TV content online
1.8
Listen to radio
1.7
Watch other content on TV
1.6
Go online for non-media-related use
Go online for social networking
Watch Pay TV content online
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1.5
1.4
1.3
Family
Alone
Family
Alone
While children were
watching linear FTA
TV and Pay TV with
their family, playing
video games was
most frequently done
alone.
Alone
Alone
Family
Note: The chart shows the
average amount of time children
spent on each activity daily, and
if the activity is usually
performed alone, or with
someone else.
Alone
Alone
Alone
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3.1 Time Spent on Media Activities
Time spent on media activities increases with age;
older children spent most time playing video games
Top media activities by children aged 0-6 (hours)
Watch MediaCorp on TV
Watch Pay TV on TV
Listen to radio
Watch non-FTA or Pay TV online
Do homework
2.5
2.0
1.9
1.6
1.6
Top media activities by children aged 7-10 (hours)
Watch MediaCorp on TV
Play video games
Watch Pay TV on TV
Do homework
Listen to radio
2.6
2.0
2.0
1.9
1.8
Top media activities by children aged 11-14 (hours)
Play video games
Watch MediaCorp TV on TV
Watch Pay TV on TV
Do homework
Read magazines
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2.7
2.5
2.2
2.1
2.0
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3.2 Free-to-Air TV
Around three-quarters of respondents watched
MediaCorp TV
Watch MediaCorp TV
Yes, 74%
Do not watch MediaCorp TV
No, 26%
11-14
years old,
23%
7-10 years
old, 17%
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Majority of the
children who do
not
watch
MediaCorp
TV
were aged 0 to 6.
0-6 years
old, 60%
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3.2 Free-to-Air TV
Most respondents have watched Okto, Channel 5
and Channel 8
Channel Ever Watched
76%
Okto
60%
Channel 5
54%
49%
53%
Channel 8
27%
23%
25%
Channel U
Vasantham
34%
22%
21%
22%
22%
Suria
Channel NewsAsia
57%
57%
39%
14%
10%
14%
76%
62%
87%
83%
Okto was the most
watched
channel
amongst children aged
10 and below.
Children
started
watching
other
MediaCorp
TV
channels as they got
older.
Note: Respondents were children
who
watched
MediaCorp
channels on the television or the
Internet.
19%
14%
12%
15%
15%
Overall
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0-6
7-10
11-14
Zero-to-Fourteen Consumer Experience Study 2014 / 13
3.2 Free-to-Air TV
Okto, Channel 5 and Channel 8 were also the most
frequently watched channels amongst children
Channel Most Frequently Watched
47%
Okto
50%
14%
16%
Channel 8
Channel 5
Suria
Channel U
Vasantham
Channel
NewsAsia
2%
28%
29%
39%
13%
9%
29%
5%
3%
5%
7%
3%
2%
2%
5%
76%
Okto was also the most
frequently
watched
channel
amongst
children aged 10 and
below, while Channel 8
and Channel 5 were
more
frequently
watched by children
aged 11 to 14.
Note: Respondents were children
who watched MediaCorp channels
on the television or the Internet.
3%
1%
4%
4%
1%
1%
1%
2%
Overall
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0-6
7-10
11-14
Zero-to-Fourteen Consumer Experience Study 2014 / 14
3.2 Free-to-Air TV
Newer shows and better programming on Pay TV was
the top reason for not watching MediaCorp TV
Table 5: Reasons for seldom / not watch MediaCorp TV
Overall
0-6
years old
7 - 10
years old
11 - 14
years old
Newer shows, better programming on Pay TV
51%
51%
70%
34%
The shows not interesting, there are no
celebrities I like etc.
22%
16%
15%
44%
Better programming on Internet
15%
12%
9%
27%
No suitable content
7%
5%
0%
0%
Not allowed to watch TV
5%
4%
9%
3%
There are too many repeats
4%
2%
0%
11%
Child does not understand
3%
2%
0%
0%
Programmes are old
2%
0%
4%
6%
I don’t understand the language
2%
3%
0%
0%
No time to watch
2%
1%
2%
1%
Others, e.g. content not educational, no time
to watch
1%
2%
0%
0%
Reasons
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Note: Respondents were children
who did not watch MediaCorp
channels on the television or the
Internet.
Zero-to-Fourteen Consumer Experience Study 2014 / 15
3.3 Pay TV
Slightly less than half of the respondents have
watched Pay TV
Watch Pay TV
Watch Pay TV
Yes, 49%
11-14
years
old, 27%
0-6 years
old, 42%
7-10
years
old, 31%
Do not watch Pay TV
No, 51%
11-14
years
old, 34%
0-6 years
old, 42%
7-10
years
old, 25%
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Zero-to-Fourteen Consumer Experience Study 2014 / 16
3.3 Pay TV
Younger children’s favourite channel was Disney Junior,
while older children preferred Disney Channel
Top 10 Favourite Pay TV Channels
45%
33%
Disney Jr.
Discovery Kids
10%
3% 7%
9%
2%
National Geographic Channel
2%
6%
8%
5%
4%
9%
3%
5%
2%
9%
6%
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17%
11%
11%
7%
2%
Discovery Channel
44%
29%
27%29%
30%
29%
Baby TV
Toonami
31%
21%
Cartoon Network
55%
55%
26%
6%
Nickelodeon
Nick Jr.
45%
38%
Disney Channel
Note: Respondents were children
who watched Pay TV channels on
the television or the Internet.
16%
11%
Overall
0-6
7-10
11-14
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4. Online Usage and Habits
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4. Online Usage and Habits
More than three quarters of respondents have
gone online
Went online for media and non-media activities
23%
77%
No
Yes
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The proportion of
children who have
gone online were
evenly split amongst
Went online, broken down by age the different age
groups,
suggesting
groups
that parents were
exposing
their
children
to
the
11-14
0-6 years
Internet at a young
years old,
old, 33%
age.
36%
7-10
years old,
31%
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4. Online Usage and Habits
The most frequently used device to go online is the
smart phone, followed by tablet and PC / laptop
Device Most Frequently Used
43%
40%
38%
Smart Phone
32%
32%
Tablet
12%
Smart TV
21%
7%
PC / Laptop
28%
29%
2%
3%
2%
1%
Video game player
1%
1%
2%
Handheld video
game plater
0.4%
0.3%
1%
Internet-enabled
music player
0.1%
0.3%
56%
50%
The tablet was the
device
most
frequently used by
children aged 0 to 6
to go online, while
smart phones were
most frequently used
by older children.
Note:
Respondents
were
children
have
used
the
respective devices to access the
Internet.
Overall
© Media Development Authority Singapore
0-6
7-10
11-14
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4. Online Usage and Habits
The most common location to access the Internet
was at home, via a smart phone
98%
of children who have gone
online, have accessed the Internet at
home. Amongst these children,
• 41% used a smart phone
• 70% accessed the Internet at home
at least 4 to 6 days weekly.
35% accessed the Internet on-the-go.
Amongst these children,
• 78% used a smart phone
• 50% accessed the Internet on-the-go
at least 4 to 6 days weekly
• 65% used a post-paid mobile
network
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30% accessed the Internet in school or a
library. Amongst these children,
•
68% used a laptop or PC
•
25% accessed the Internet in school or
the library at least 4 to 6 days weekly
•
80% used the school or library network
Note: Respondents were children
who have accessed the Internet.
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4. Online Usage and Habits
Accessing content via
increasingly common
applications
getting
Methods to Access Online Content
Listen to radio
Play video games
13%
87%
22%
78%
Listen to music
32%
68%
Watch Pay TV content online
32%
68%
Read books
33%
67%
Go online for social
networking
Watch other content online
40%
60%
43%
57%
Read magazines
50%
50%
Read news
50%
50%
Watch MediaCorp online
69%
Do homework
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31%
97%
Go to website
Note: Respondents were children
who have accessed the Internet.
3%
Use an app
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5. Social Media Usage and Habits
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5. Social Media Usage and Habits
Half of the children surveyed have used social media,
with most aged between 11 and 14 years old
Used Social Media
No - 11-14 years old,
8%
Yes - 0-6 years old, 2%
Yes - 7-10 years old,
15%
No - 7-10 years old,
19%
Age Started Social Media
Yes - 11-14 years old,
33%
No - 0-6 years old,
24%
11-14
years old,
24%
0-6 years
old, 13%
Most children started
using social media
between ages 7 and
10 years old.
Note: Respondents were children
who answered the survey.
7-10 years
old, 64%
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Zero-to-Fourteen Consumer Experience Study 2014 / 24
5. Social Media Usage and Habits
Most respondents have used Facebook, YouTube
and Instagram
Social Media Networks Used
78%
11%
Facebook
69%
72%
72%
70%
YouTube
Tumblr
8%
6%
26%
12%
4%
4%
5%
Pinterest
65%
10%
5%
Others
25%
20%
Twitter
Ask.FM
51%
11%
Instagram
3%
2%
3%
87%
89%
Facebook was the
most popular social
network amongst the
older children, while
YouTube was the
main social media
network used by
children aged 10 and
below.
Note: Respondents were children
who have used social media.
Others include
Snapchat,
MeowChat, Line
Apps, etc.
Overall
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0-6
7-10
11-14
Zero-to-Fourteen Consumer Experience Study 2014 / 25
5. Social Media Usage and Habits
More than half the children accessed social
media weekly via mobile devices
Using Mobile Devices to Access Social Media
Tumblr
Instagram
Twitter
7%
10%
13%
13%
2%
2% 6%
12%
13%
1%4% 5%
YouTube
16%
1%
3% 7%
Facebook
15%
5% 5%
Ask.FM
14%
Pinterest
18%
5% 2%
67%
13%
13%
54%
14%
19%
8%
13%
14%
17%
9%
50%
41%
14%
14%
27%
40%
10%
9%
Never
Less than once a month
Less than once a week
2-3 days a week
4-6 days a week
Daily
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38%
Note:
Respondents
were
children who have used social
media.
36%
Once a week
Zero-to-Fourteen Consumer Experience Study 2014 / 26
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