Since 2005, we have conducted in-home research with adults aged 16+ to understand their media use and attitudes and with parents and their children aged 5-15. More recently, research has also been undertaken with parents of children aged 3-4.
HOW IS IT USED?
The research plays a key role in the formulation of public policy. The data, as official statistics, is published for use by internal and external stakeholders, including academics and businesses.
Reports are published annually detailing the findings from the adult study and from the parents’ and children’s study.
Identified key trends over time, in recent years the rise of the social seniors – increasing numbers of the oldest adults getting online and using social media.
Reported on levels of critical understanding among ‘digital natives’ and tracked the extent to which children are spending more time online than watching content on a TV set and how device preferences vary by age.