Childwise Report charges top dollar for UK child tablet reading insights

Mom and daughter turning page in children's book on iPad 2I have to be grateful for The Bookseller sometimes. For its boycott of Author Solutions advertising. And now for its heroic readiness to fork out £1980 ($3326) for a copy of the CHILDWISE Monitor Report 2013-14 from CHILDWISE,  “leading research specialists on children, young people and their families” with a “panel of over 1000 schools throughout the UK.” And this Monitor Report states, according to The Bookseller, that one in five of UK children (going by its sample) read on a tablet.

The Monitor Report, “a comprehensive annual report focused on children and young people’s media consumption, brand attitudes and key behaviour,”  was based on interviews with 2,415 children aged 5-16 from 81 schools. Most of them now live in homes with at least one tablet, and half of those in the 13-16 age range actually own one. However, in less encouraging news for Kindle, perhaps, only one in ten of children overall use a dedicated ereader. And yes, there probably are more useful insights in there for educationalists and brand owners in general, but not for trackers of reading habits.

At least CHILDWISE takes a less alarmist tone than the recent Association of Teachers and Lecturers report alleging declines in infant coordination because of tablet overuse. Still, that’s what your money buys you. I hope it was worth it.

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