How To Find Out What Your Children Visit On The Internet

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1 UK children s media literacy: Annex Websites visited and top 20 television programmes viewed Research Document Publication date: April 2011

2 UK children s media literacy annex: websites visited and top 20 television programmes viewed 1 Websites visited by children 1.1 Introduction This annex provides tables of the web entities visited by children aged 5-7, 8-12 and from computers at home during the month of November 2010, as measured by UKOM/Nielsen. It offers useful context to Ofcom s children s media literacy report, showing the specific web entities that children visit and how this differs according to the age of the child. 1.2 Methodology Internet usage data is sourced from UKOM/Nielsen. UKOM ( < is a cross-industry organisation which selected Nielsen to supply the data for its industry-approved planning system for online media. The data is derived from Nielsen's UK panel of households comprising 41,876 individuals (aged 2+), as of November 2010, weighted to be representative of the UK's home internet population. Internet activity is recorded via tracking software downloaded with permission onto all panel members' computers within the household. The tables provide information based on Unique Audience website visits and Coverage percentage data. Unique Audience is defined by UKOM/Nielsen as the total number of unique persons that have visited a website at least once in the given month. Adults visiting the same website more than one time in the month are therefore counted only once in this measure. Coverage is defined by UKOM/Nielsen as the percentage of unique persons falling within a specific demographic target that visited a particular website. The following tables display the highest 50 websites in terms of Unique Audience. Internet applications (installed software used in conjunction with the internet - such as Instant Messengers or Media Players) are included in the tables. Websites are included at both 'brand' and 'channel' level. These are terms used by UKOM/Nielsen to group websites by their distinguishing properties in order to aid site classification. Table 1 sets out the definitions supplied by UKOM/Nielsen. 1

3 UK children s media literacy annex: websites visited and top 20 television programmes Table 1: Definition of Brand, Channel and Internet Application Brand A Brand may be a branded subsidiary or a brand of a Property that has a consistent collection of branded content of the Internet. The Brand s individual identity must be conveyed consistently or prominently throughout the Brand as well as all Channels and domains, which are in its consolidation. A Brand may consist of Channels, domains and URLs. - Consistent and prominently displayed Brand identity and must have an obvious or apparent editorial consistency and an appropriate name or label. - The Brand classification is flat and does not detail the hierarchal relationship between other Brands. - A Brand will be placed into a Category and Subcategory for comparison. - A Brand may be a subsidiary or operating unit if it is cohesively branded - A network Property or network subsidiary (an operating unit composed of unrelated domains under one umbrella, i.e. Everyone.net) will contain the unrelated domains at the Brand level. Channel A Channel is the lowest level of the hierarchical structure for Web properties. Channels can be loosely defined as destinations on the web where editorial consistency is focused on specific viewer interest such as auctions or weather. The Channels will be named according to user experience and content type. - Each Channel must have an obvious or apparent editorial consistency and an appropriate name or label. - A Channel is a mutually exclusive subset of audience interest within an owner s total offering. An overriding principle of content classification will cause the elimination of audience double counting. - All Channels will be assigned to a Category and Sub-category in our category reports as defined by Nielsen with guidance from representatives of the Subsidiary or the Property when appropriate. Internet Application An Internet Application is any computer file ending in.exe that is primarily marketed for use in conjunction with the Internet. Only in focus applications are counted towards reported unique audience and associated metrics. For example, if a media player launches upon system start-up, but only sits in the task bar it is not considered an active use of the application. Once a user opens any application into an active or in-focus window, that user is counted toward unique audience and associated metrics. Internet Application categories include the following: Instant Messengers, Media Players, Media Sharing, ISP Applications (non-browsing), Wireless content systems, Web Phones, News & Information toolbars (ESPN Bottom Line), Connected Games, Proprietary AOL, Weather, Auction Assistants, and Shopping Assistants. Although the tracking meter tracks all types of applications, many are not considered to be Internet applications. These include basic software such as word processing, database, project management, spreadsheet, etc., installer programs, operating systems or other system s software (e.g. printing, cookie washers, FTP, etc.), adult and flash applications, software that exclusively sends or blocks advertising, and most games. Because the meter only tracks applications launched with an executable program ending in.exe plug-ins are not tracked, and are not included in the definition of Digital Media (e.g., Google Toolbar, Yahoo Companion, embedded media players, etc.). Source: Nielsen For more information on the data methodology and measurement contained in this annex, please visit 2

4 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 2: November 2010, Web entities accessed by children aged 5-7 No. Web Entity Level Unique Audience (000s) Coverage (%) 1 Google Brand Google Search Channel BBC Brand Facebook Brand MSN/WindowsLive/Bing Brand BBC CBeebies Channel YouTube Brand Yahoo! Brand ebay Brand Amazon Brand Google Image Search Channel Microsoft Brand Windows Live Messenger Channel Google Maps Channel Disney Online Brand Windows Media Player Channel BBC CBBC Channel YouTube Homepage Channel Wikipedia Brand Ask Search Network Brand Windows Live Hotmail Channel Apple Brand Source: The Nielsen Company: UK Home panel, November 2010, ages 5-7, including Internet Applications Only web entities with a coverage > 10% are listed. 3

5 UK children s media literacy annex: websites visited and top 20 television programmes Table 3: November 2010, Top 50 web entities accessed by children aged 8-12 No. Web Entity Level Unique Audience (000s) Coverage (%) 1 Google Brand 1, Google Search Channel 1, MSN/WindowsLive/Bing Brand 1, Facebook Brand 1, YouTube Brand BBC Brand Google Image Search Channel Yahoo! Brand YouTube Homepage Channel Windows Live Messenger Channel Wikipedia Brand ebay Brand Amazon Brand Ask Search Network Brand Windows Live Hotmail Channel Microsoft Brand Apple Brand MSN Homepage Channel Google Maps Channel Ask.com Channel Disney Online Brand AOL Media Network Brand VEVO Brand VEVO on YouTube Channel WikiAnswers Brand Windows Media Player Channel Yahoo! Answers Channel Yahoo! Mail Channel Club Penguin Channel BBC CBBC Channel BBC iplayer Channel Glam Media Brand itunes Channel SPIL Games Network Brand Blogger Brand Argos Brand Yahoo! Search Channel Yahoo! Homepage Channel MiniClip Brand Bing Web Channel Zynga Brand youtube-nocookie.com Brand Google Account Channel Gorilla Nation Websites Brand Tesco Brand Conduit.com Brand MyMaths.co.uk Brand BBC Learning 5-19 Channel igoogle Channel BBC News Channel Source: The Nielsen Company: UK Home panel. Nov Ages 8-12 years, including Internet Applications. 4

6 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 4: November 2010, Top 50 web entities accessed by children aged No. Web Entity Level Unique Audience (000s) Coverage (%) 1 Google Brand 1, Google Search Channel 1, Facebook Brand 1, MSN/WindowsLive/Bing Brand 1, YouTube Brand Windows Live Messenger Channel YouTube Homepage Channel Google Image Search Channel Yahoo! Brand BBC Brand Wikipedia Brand ebay Brand Windows Live Hotmail Channel Microsoft Brand Amazon Brand Apple Brand Windows Media Player Channel Ask Search Network Brand MSN Homepage Channel VEVO Brand VEVO on YouTube Channel itunes Channel Google Maps Channel AOL Media Network Brand Blogger Brand Yahoo! Answers Channel Yahoo! Mail Channel Google Account Channel youtube-nocookie.com Brand WikiAnswers Brand Glam Media Brand Yahoo! Homepage Channel Yahoo! Search Channel Ask.com Channel Bing Web Channel MyMaths.co.uk Brand Apple Product Info & Support Channel Argos Brand BBC News Channel Zynga Brand BBC iplayer Channel Skype Brand Windows Live Profile Channel ITV.com Brand Skype Messenger Channel Fox Interactive Media Brand Tesco Brand BBC Sport Channel Sky Portal Brand BBC Weather Channel Source: The Nielsen Company: UK Home panel. Nov Ages years, including Internet Applications. 5

7 UK children s media literacy annex: websites visited and top 20 television programmes 2 Top programmes viewed by children 1.1 Introduction This annex provides tables of the most popular television programmes, as reported by BARB (Broadcasters Audience Research Board), viewed by children aged 5-15, 5-7, 8-11 and during the year of It offers useful context to Ofcom s children s media literacy report, showing the television programmes that children have viewed. 1.2 Methodology BARB (Broadcasters Audience Research Board) is responsible for providing estimates of the number of people watching television in the UK. Viewing data is collected second-by-second and delivered on a minute-by-minute basis for channels received within the UK. The channel viewed the longest in a clock minute is attributed the viewing of that minute. Viewing estimates are obtained from a panel of 5,100 television owning private homes representing the viewing behaviour of the 26 million TV households within the UK. The panel is selected to be representative of each ITV and BBC region, with predetermined sample sizes. Each home represents, on average, about 5,000 of the UK population. The tables below provide the top television programmes in 2010, based on individual airings and ranked on 000s of viewers. For more information on the data methodology and measurement contained in this annex, please visit 6

8 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 5: Top 20 television programmes viewed by children aged 5-15 in 2010 Title Channel Date Start time 000s THE X FACTOR RESULTS ITV1 (SD+HD) 12/12/ :29: THE X FACTOR ITV1 (SD+HD) 03/10/ :45: EASTENDERS BBC1 (SD+HD) 19/02/ :00: DOCTOR WHO BBC1 (SD+HD) 03/04/ :21: BRITAIN'S GOT TALENT ITV1 (SD+HD) 17/04/ :00: I'M A CELEBRITY - GET ME OUT OF HERE! ITV1 (SD+HD) 04/12/ :24: WORLD CUP 2010: ENG V GER BBC1 (SD+HD) 27/06/ :52: WORLD CUP 2010: LIVE ITV1 (SD+HD) 18/06/ :29: CORONATION STREET ITV1 (SD+HD) 09/12/ :00: BRITAIN'S GOT TALENT RESULT ITV1 (SD+HD) 03/06/ :30: FILM: PRINCE CASPIAN (2008) BBC1 (SD+HD) 24/12/ :19: CHILDREN IN NEED BBC1 (SD+HD) 19/11/ :58: FILM: SHREK THE HALLS BBC1 (SD+HD) 24/12/ :56: NEW YEAR LIVE BBC1 (SD+HD) 31/12/ :54: TOTAL WIPEOUT CELEBRITY SPECIAL BBC1 (SD+HD) 02/01/ :16: HARRY HILL'S TV BURP ITV1 (SD+HD) 13/11/ :28: WORLD CUP 2010: HOL V SPA BBC1 (SD+HD) 11/07/ :21: WORLD CUP 2010: POST-MATCH BBC1 (SD+HD) 27/06/ :49: WORLD CUP 2010: SLO V ENG BBC1 (SD+HD) 23/06/ :53: SPORT RELIEF BBC1 (SD+HD) 19/03/ :59: Source: BARB. 1st Jan 31st Dec 2010, all children aged Individual airings, highest occurrence only, programmes greater than 15 minutes in duration. 7

9 UK children s media literacy annex: websites visited and top 20 television programmes Table 6: Top 20 television programmes viewed by children aged 5-7 in 2010 Title Channel Date Start time 000s THE X FACTOR ITV1 (SD+HD) 11/12/ :59: THE X FACTOR RESULTS ITV1 (SD+HD) 12/12/ :29: BRITAIN'S GOT TALENT ITV1 (SD+HD) 08/05/ :59: DOCTOR WHO BBC1 (SD+HD) 24/04/ :23: WORLD CUP 2010: LIVE ITV1 (SD+HD) 18/06/ :29: WORLD CUP 2010: ENG V GER BBC1 (SD+HD) 27/06/ :52: FILM: SHREK THE HALLS BBC1 (SD+HD) 24/12/ :56: EASTENDERS BBC1 (SD+HD) 19/02/ :00: FILM: TOY STORY II BBC1 (SD+HD) 17/07/ :34: STRICTLY COME DANCING BBC1 (SD+HD) 27/11/ :33: FILM: THE CHRONICLES OF NARNIA: BBC1 (SD+HD) 23/12/ :50: THE GRUFFALO BBC1 (SD+HD) 25/12/ :32: HARRY HILL'S TV BURP ITV1 (SD+HD) 13/11/ :28: TOTAL WIPEOUT CELEBRITY SPECIAL BBC1 (SD+HD) 02/01/ :16: TOTAL WIPEOUT BBC1 (SD+HD) 06/03/ :15: FILM: CARS (2006) BBC1 (SD+HD) 24/12/ :06: FUNNIEST EVER YOU'VE BEEN FRAMED! ITV1 (SD+HD) 27/03/ :29: FILM: SHREK THE THIRD (2007) BBC1 (SD+HD) 25/12/ :09: FILM: PRINCE CASPIAN (2008) BBC1 (SD+HD) 24/12/ :19: DANCING ON ICE ITV1 (SD+HD) 10/01/ :44: Source: BARB. 1st Jan 31st Dec 2010, all children 5-7.Individual airings, highest occurrence only, programmes greater than 15 minutes in duration. 8

10 UK children s media literacy annex: websites visited and top 20 television programmes viewed Table 7: Top 20 television programmes viewed by children aged 8-11 in 2010 Title Channel Date Start time 000s THE X FACTOR RESULTS ITV1 (SD+HD) 12/12/ :29: THE X FACTOR ITV1 (SD+HD) 13/11/ :00: EASTENDERS BBC1 (SD+HD) 19/02/ :00: DOCTOR WHO BBC1 (SD+HD) 01/01/ :40: BRITAIN'S GOT TALENT ITV1 (SD+HD) 08/05/ :59: I'M A CELEBRITY - GET ME OUT OF HERE! ITV1 (SD+HD) 04/12/ :24: CORONATION STREET ITV1 (SD+HD) 09/12/ :00: WORLD CUP 2010: LIVE ITV1 (SD+HD) 18/06/ :29: FILM: PRINCE CASPIAN (2008) BBC1 (SD+HD) 24/12/ :19: BRITAIN'S GOT TALENT RESULT ITV1 (SD+HD) 03/06/ :30: CHILDREN IN NEED BBC1 (SD+HD) 19/11/ :58: TOTAL WIPEOUT CELEBRITY SPECIAL BBC1 (SD+HD) 02/01/ :16: NEW YEAR LIVE BBC1 (SD+HD) 31/12/ :54: HARRY HILL'S TV BURP ITV1 (SD+HD) 06/02/ :59: WORLD CUP 2010: ENG V GER BBC1 (SD+HD) 27/06/ :52: FILM: SHREK THE HALLS BBC1 (SD+HD) 24/12/ :56: FILM: HARRY POTTER AND THE ORDER OF T ITV1 (SD+HD) 19/12/ :30: MERLIN BBC1 (SD+HD) 13/11/ :20: ANT & DEC'S PUSH THE BUTTON ITV1 (SD+HD) 27/02/ :47: COME FLY WITH ME BBC1 (SD+HD) 25/12/ :00: Source: BARB. 1st Jan 31st Dec 2010, all children 8-11.Individual airings, highest occurrence only, programmes greater than 15 minutes in duration.. 9

11 UK children s media literacy annex: websites visited and top 20 television programmes Table 8: Top 20 television programmes viewed by children aged in 2010 Title Channel Date Start time 000s THE X FACTOR RESULTS ITV1 (SD+HD) 12/12/ :29: THE X FACTOR ITV1 (SD+HD) 03/10/ :45: I'M A CELEBRITY - GET ME OUT OF HERE! ITV1 (SD+HD) 04/12/ :24: BRITAIN'S GOT TALENT ITV1 (SD+HD) 05/06/ :29: WORLD CUP 2010: ENG V GER BBC1 (SD+HD) 27/06/ :52: EASTENDERS BBC1 (SD+HD) 19/02/ :00: DOCTOR WHO BBC1 (SD+HD) 25/12/ :00: WORLD CUP 2010: LIVE ITV1 (SD+HD) 18/06/ :29: CORONATION STREET ITV1 (SD+HD) 07/12/ :31: BRITAIN'S GOT TALENT RESULT ITV1 (SD+HD) 01/06/ :31: WORLD CUP 2010: POST-MATCH BBC1 (SD+HD) 27/06/ :49: I'M A CELEBRITY...COMING OUT ITV1 (SD+HD) 06/12/ :00: WATERLOO ROAD BBC1 (SD+HD) 13/10/ :00: NEW YEAR LIVE BBC1 (SD+HD) 31/12/ :54: COME FLY WITH ME BBC1 (SD+HD) 25/12/ :00: THE APPRENTICE BBC1 (SD+HD) 20/10/ :00: TAKE ME OUT ITV1 (SD+HD) 18/12/ :01: OUTNUMBERED BBC1 (SD+HD) 22/04/ :30: FILM: PRINCE CASPIAN (2008) BBC1 (SD+HD) 24/12/ :19: WORLD CUP 2010: HOL V SPA BBC1 (SD+HD) 11/07/ :21: Source: BARB. 1st Jan 31st Dec 2010, all children Individual airings, highest occurrence only, programmes greater than 15 minutes in duration.. 10