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Intuitive Media Research Services
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Research Publications
The research reports below are available for purchase and instant download.
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My Mobile
UK Children and their Mobile Phones
February 2007
ISBN: 978-1-906171-01-8
By Robert Hart
Intuitive Media Research Services
38 pp colour report in PDF
Price per copy: £89 download
Most adults accept mobile phones as a liberating technology, but find quirky ringtones and loud train conversations intrusive. Young children, however, seem to embrace them with unqualified enthusiasm. We are interested in their educational, social and commercial potential, so we asked 1477 of the 6 to 13 year olds in our Protected Online Learning Communities, whether they had mobiles and how they used them.
Most of the children said they owned mobile phones. They use them mainly at home - evenings and weekends to call parents and friends. A few use them at school. A surprising number pay their own bills. Children like to share music with friends and play music on the move. They spend money downloading ringtones and other content. A few access the Internet on their phones. Where parents make rules, they relate to using phone credits wisely and giving out private information.
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“i tried to get a picture on my phone by texting and they took away my money and sent me horrible and rude things”
- Lucie, 10
"i got a message on a emergency phone once saying do you want a coffee i am just around the corner but i dont know who it is from"
- Lauren, 9
“im not allowed to text people everyday im not allowed to bring my phone to school and i have to bring my phone where ever i go out of school incase of an emergency or an accident”
- Jack, 8
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My Future
Young Children's Plans. Hopes and Dreams for the Future
February 2007
ISBN: 978-1-906171-00-1
By Robert Hart
Intuitive Media Research Services
38 pp colour report in PDF
Price per copy: £89 download
When we were children, we knew every time Auntie came to visit she would ask, “What do you want to be when you grow up?” Adults have always been fascinated by children’s aspirations. In this survey 1,800 children age 6 to 13 -all members of our Protected Online Learning Communities, tell us who and what influences, motivates and inspires this generation of young people as they think about the future.
They have some way to go before realizing their ambitions and reality will play it’s unpredictable part, but their aspirations are remarkably clear and well expressed. These children are ambitious but pragmatic and deliver quite a few surprises.
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"I would like to study drama and emotions, in the future i will become a drama teacher to make people come out of there shells!"
- Kirstie,10
"I want to be a fasion designer or interior decorator, microbioligy looks interesting (my mum and dad showed me what they do, their microbioligests.) Or interior decorator or model"
- Thomas, 11
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My Food
My Food - Children, Food and Online Advertising
July 2007
By Robert Hart
Intuitive Media Research Services
20 pp colour report in PDF
Price per copy: £247 download
On 1st July 2007, Ofcom and the Committee of Advertising Practice imposed new restrictions for food and soft drink product advertisements to children in broadcast or non-broadcast media in the UK. In the light of this, Intuitive Media carried out research with children aged 6 to 13 to explore their behaviour and attitudes relating to online promotion of food and drink and its influence in changing their consumption behavior.
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“i visit chocolate cake and chocolate bar websites then i get hungry”
- Simon,10
"well, my sister goes onto slimming world and it has healthy diets on their and sometimes i go onto cbbc or bbc to check out the latest healthy foods"
- Charlie, 13
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