CMC 2016 - Research 5 - Do Children Still Like Reading?

Using discussion, ethnography & galvanic skin response to understand differences in parents & children’s response to reading in print and on a screen.

Digital entertainment dominates children’s leisure time. Over half (53%) of 3-4s use a tablet, with 15% owning one.  Over two-thirds (69%) of 5-7s use a tablet with 29% having their own tablet computer (Ofcom, 2015). eReaders and eBooks were widely expected to overtake children’s print book sales but are currently just 11 % of the market, and continue to decline. Despite children’s attachment to digital entertainment, 72% prefer to read (for pleasure) in print… even teenagers.

Egmont Publishing and Family Kids & Youth have explored the way in which parents and children respond to reading in print and on digital devices. Through focus groups and ethnography carried out in homes we have identified the emotional drivers for parents and children when reading and how these differ between print and digital. This research examines what occurs when children are read to, and the effect on their wellbeing.