Orig. title: Kinder-Medien-Studie (KMS) 2018
Engl. transl.: Children-Media-Study (KMS) 2018
Study details
| Year: | 2018 |
| Scope: | National |
| Countries: | Germany |
| Methodology: | Empirical research – Quantitative |
| Methods of data collection: | Survey |
| Researched Groups: | Children |
| Children Ages: | Preschool (0-5 Years old); Kids (6-10 Years old); Pre-adolescents (11-13 Years old) |
| Funder: | Blue Ocean Entertainment AG, Egmont Ehapa Media GmbH, Gruner + Jahr GmbH & Co KG, Panini Verlags GmbH, SPIEGEL-Verlag, Zeit Verlag |
| Funder Types: | Private industry / Company |
| Informed Consent: | Consent not mentioned |
| Ethics: | Ethical considerations not mentioned |
| Data Set Availability: | Not mentioned |
Goals
"How do children cope with the diverse range of analogue and digital leisure activities? What topics move and interest the young target group? What desires drive children, and what kind of freedom do they enjoy within their family? As an objective coverage study with a focus on magazines, the KMS provides a basis for the strategic planning of the marketing media mix. It also analyses in detail the cross-channel media consumption of children as part of their leisure time activities, provides media use arguments and deals with the topic of media acceptance. In regards to questions on communication channels and apps, the study made adaptions. Additionally, questions regarding the attitudes towards advertising were expanded to include digital devices." (KinderMedienStudie 2018, 3; translated by the coder)