Mothers and their children and the internet

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I worry what children are looking at, doing on the internet graph of japanese statisticsjapan.internet.com recently reported on a survey by Video Research Ltd. into characters and the child market. More detailed information was also obtained from Video Research’s own press release.

Demographics

Between the 3rd and 9th of December 2012 617 female members of the Video Research monitor group who lived with a child aged between 3 and 12 years old, and who lived within a 30 km radius of Tokyo station.

It’s an interesting set of results, and I wonder how the one in three or so children (in this sample of internet-using parents) who view or download music and video will approach copyright when they grow up? Will media be something to be valued or just another basic human need that they expect to have on tap all the time? How will they consume television? Will they even consume television?

Research results

Q1A: Which is your favourite character? (Sample size=617, mothers, multiple answer, top twenty)

Rank   Percentage
1 My Neighbour Totoro 64.3%
2 Mickey Mouse 36.6%
3 Miffy 54.1%
4 Heidi 52.2%
5 Sazae san 51.9%
6 Pooh Bear 51.1%
8 Snoopy 50.4%
9 Doraemon 47.2%
10 Donald Duck 44.2%
11 Peter Rabbit 42.9%
12 Rilakkuma 42.5%
13= Rascal 39.9%
13= Penelope tete en l’air 39.9%
13= Barbapapa 39.9%
16 Toy Story 39.7%
17 Moomin 39.4%
18 Hello Kitty 38.9%
19 Lisa and Gaspard 37.9%
20 Chip and Dale 37.6%

Q1B: Which is your favourite character? (Sample size=617, children, multiple answer, top twenty)

Rank   Percentage
1 Doraemon 74.9%
2= My Neighbour Totoro 62.4%
2= Mickey Mouse 62.4%
4 Taiko no Tatsujin 60.6%
5 Super Mario 60.1%
6 Tom and Jerry 54.6%
7 Stitch 53.8%
8 Pocket Monsters Best Wish 51.9%
9= Qoo 51.7%
9= Koala no March 51.7%
11 Sazae san 51.1%
12 Pooh Bear 50.4%
13 Rilakkuma 50.2%
14 Toy Story 49.9%
15 Minnie Mouse 48.5%
16 Chibi Maruko Chan 47.0%
17 Chip and Dale 44.6%
18 Shaun the Sheep 44.2%
19 Hana Kappa 43.9%
20 Kirby 43.4%

Q1C: Which is your favourite character? (Sample size=317, boys, multiple answer, top twenty)

Rank   Percentage
1 Doraemon 83.3%
2 Super Mario 74.8%
3 Pocket Monsters Best Wish 64.0%
4 Taiko no Tatsujin 60.9%
5 Tom and Jerry 57.7%
6 My Neighbour Totoro 56.8%
7 Toy Story 54.6%
8 Kirby 53.3%
9 ars 53.0%
10 Mickey Mouse 52.4%
11 Sazae san 48.9%
12 One Piece 48.3%
13 Nintama Rantaro 46.1%
14 Detective Conan 45.4%
15 Koala no March 45.1%
16 Stitch 44.8%
17 Inazuma 11 Go Crono Stone 44.2%
18 Kyoro chan 43.8%
19 Qoo 43.5%
20 Hana Kappa 42.9%

Q1D: Which is your favourite character? (Sample size=300, girls, multiple answer, top twenty)

Rank   Percentage
1 Rilakkuma 77.0%
2 Mickey Mouse 73.0%
3 Minnie Mouse 71.7%
4 My Neighbour Totoro 68.3%
5 Cinammon Roll 68.0%
6 Doraemon 66.0%
7 Stitch 63.3%
8 Pooh Bear 63.0%
9 Chip and Dale 62.0%
10 Hello Kitty 61.3%
11= Qoo 60.3%
11= Taiko no Testujin 60.3%
13= Koala no March 58.7%
13= Miffy 58.7%
15= Penelope tete en l’air 56.0%
15= Sugar Bunnies 56.0%
15= My Melody 56.0%
18 Mame Goma 55.7%
19 Jewelpet Kira☆Deco 54.7%
20= Sazae san 53.3%
20= Chibi Maruko chan 53.3%

Q2: Does your child use a computer at home? (Sample size=617)

  Uses PC (to SQ1) Has own
Three to six years old 21.1% 9.6%
Seven to nine years old 51.4% 26.8%
Ten to twelve years old 68.4% 46.0%


Q2SQ1: Which of the following does your child do on a computer at home? (Sample size=273)

Use educational software

All 19.4%
Three to six years old 24.5%
Seven to nine years old 21.7%
Ten to twelve years old 15.6%

Play locally-installed games

All 20.9%
Three to six years old 22.6%
Seven to nine years old 25.0%
Ten to twelve years old 17.2%

Use the internet

All (to SQ2 and SQ3) 86.4%
Three to six years old 77.4%
Seven to nine years old 80.4%
Ten to twelve years old 94.5%

Other

All 6.6%
Three to six years old 5.7%
Seven to nine years old 8.7%
Ten to twelve years old 5.5%

Of the 236 children who used the internet, the most-often used site was YouTube, with 43.6% visiting it, 34.7% on Yahoo! Kids, then 27.5% on characters’ official web sites.


Q2SQ2: What does your child do on the internet? (Sample size=236, multiple answer)

View web sites 79.7%
Download, view videos 30.5%
Play online games 27.5%
Download, listen to music 11.0%
Other 7.6%

Q2SQ3: Which of the following points do you agree with regarding your child and the internet? (Sample size=236)

It is a good thing that you can see various things on the internet

Agree 5.9%
Somewhat agree 28.8%
Can’t say 50.0%
Somewhat disagree 12.3%
Disagree 3.0%

I am concerned about what children are looking at, doing on the internet

Agree 38.6%
Somewhat agree 44.5%
Can’t say 8.1%
Somewhat disagree 7.6%
Disagree 1.3%

I try to ensure that I am with my child when they use the internet

Agree 31.8%
Somewhat agree 28.8%
Can’t say 15.7%
Somewhat disagree 17.8%
Disagree 5.9%

I take measures to block harmful sites on the internet

Agree 32.6%
Somewhat agree 20.3%
Can’t say 14.0%
Somewhat disagree 12.7%
Disagree 20.3%
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