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
1My Neighbour Totoro64.3%
2Mickey Mouse36.6%
3Miffy54.1%
4Heidi52.2%
5Sazae san51.9%
6Pooh Bear51.1%
8Snoopy50.4%
9Doraemon47.2%
10Donald Duck44.2%
11Peter Rabbit42.9%
12Rilakkuma42.5%
13=Rascal39.9%
13=Penelope tete en l’air39.9%
13=Barbapapa39.9%
16Toy Story39.7%
17Moomin39.4%
18Hello Kitty38.9%
19Lisa and Gaspard37.9%
20Chip and Dale37.6%

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

Rank Percentage
1Doraemon74.9%
2=My Neighbour Totoro62.4%
2=Mickey Mouse62.4%
4Taiko no Tatsujin60.6%
5Super Mario60.1%
6Tom and Jerry54.6%
7Stitch53.8%
8Pocket Monsters Best Wish51.9%
9=Qoo51.7%
9=Koala no March51.7%
11Sazae san51.1%
12Pooh Bear50.4%
13Rilakkuma50.2%
14Toy Story49.9%
15Minnie Mouse48.5%
16Chibi Maruko Chan47.0%
17Chip and Dale44.6%
18Shaun the Sheep44.2%
19Hana Kappa43.9%
20Kirby43.4%

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

Rank Percentage
1Doraemon83.3%
2Super Mario74.8%
3Pocket Monsters Best Wish64.0%
4Taiko no Tatsujin60.9%
5Tom and Jerry57.7%
6My Neighbour Totoro56.8%
7Toy Story54.6%
8Kirby53.3%
9ars53.0%
10Mickey Mouse52.4%
11Sazae san48.9%
12One Piece48.3%
13Nintama Rantaro46.1%
14Detective Conan45.4%
15Koala no March45.1%
16Stitch44.8%
17Inazuma 11 Go Crono Stone44.2%
18Kyoro chan43.8%
19Qoo43.5%
20Hana Kappa42.9%

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

Rank Percentage
1Rilakkuma77.0%
2Mickey Mouse73.0%
3Minnie Mouse71.7%
4My Neighbour Totoro68.3%
5Cinammon Roll68.0%
6Doraemon66.0%
7Stitch63.3%
8Pooh Bear63.0%
9Chip and Dale62.0%
10Hello Kitty61.3%
11=Qoo60.3%
11=Taiko no Testujin60.3%
13=Koala no March58.7%
13=Miffy58.7%
15=Penelope tete en l’air56.0%
15=Sugar Bunnies56.0%
15=My Melody56.0%
18Mame Goma55.7%
19Jewelpet Kira☆Deco54.7%
20=Sazae san53.3%
20=Chibi Maruko chan53.3%

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

 Uses PC (to SQ1)Has own
Three to six years old21.1%9.6%
Seven to nine years old51.4%26.8%
Ten to twelve years old68.4%46.0%

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

Use educational software

All19.4%
Three to six years old24.5%
Seven to nine years old21.7%
Ten to twelve years old15.6%

Play locally-installed games

All20.9%
Three to six years old22.6%
Seven to nine years old25.0%
Ten to twelve years old17.2%

Use the internet

All (to SQ2 and SQ3)86.4%
Three to six years old77.4%
Seven to nine years old80.4%
Ten to twelve years old94.5%

Other

All6.6%
Three to six years old5.7%
Seven to nine years old8.7%
Ten to twelve years old5.5%

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 sites79.7%
Download, view videos30.5%
Play online games27.5%
Download, listen to music11.0%
Other7.6%

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

Agree5.9%
Somewhat agree28.8%
Can’t say50.0%
Somewhat disagree12.3%
Disagree3.0%

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

Agree38.6%
Somewhat agree44.5%
Can’t say8.1%
Somewhat disagree7.6%
Disagree1.3%

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

Agree31.8%
Somewhat agree28.8%
Can’t say15.7%
Somewhat disagree17.8%
Disagree5.9%

I take measures to block harmful sites on the internet

Agree32.6%
Somewhat agree20.3%
Can’t say14.0%
Somewhat disagree12.7%
Disagree20.3%
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