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GfK NOP Debuts Youth Panel
In the UK, GfK NOP Media is launching a new panel of eight-to-fifteen-year-olds, 'rate it!', to offer better understanding of 'the next generation of media consumers'.
The panel of over 1,500 respondents in intended to help media owners, advertisers and agencies investigate 'who their consumers are, what they consume and why, and what they want from the media they use'.
rate it! will provide daily measurement of media consumption and weekly targeted surveys, and will give clients reports on usage and attitude for broadcast, print, online, movies, music, and gaming, plus benchmarking & comparison of results for each communication vehicle.
The company illustrates the multimedia world of the UK's youth with some key stats:- 90% of young teens use the Internet for gathering information for homework and 84% for emailing.
- Fewer young people - now less than half - are using chat rooms
- 70% of this age group use the Internet every day while only 44% watch TV every day.
- Television is still the most popular source of news, used by 48%, compared to 34% using newspapers, 33% radio and just 28% for the Internet.
rate it! data will include teenagers' top TV programmes, web sites and radio stations, and will shortly produce its first results on press and magazine readership.
The group is online at www.gfknopmedia.com .
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