Web Observatory Kids

The study offers you a complete panorama of internet use among 4 to 14-year olds

What do the youngest users consume online? How do they decide from the multitude of screens and content? What influence do parents have?

In a technology environment that is constantly evolving, children are increasingly drawn to all screens. The Web Observatory Kids study reveals the online habits of children aged 4 to 14 across the 4 screens (computer, mobile phone, tablet, and TV). Similar to the Web Observatory study, you can now learn the overall digital usages of children.

Web Observatory Kids offers you a complete panorama of internet use among 4 to 14-year olds

  • Get in-depth knowledge about the target audience
  • Highlighting “consumer insights” (needs, expectations, experiences, etc.)
  • Comparing children’s’ usages with those of their parents

Web Observatory Kids is a self-administered online survey (CAWI) among a representative sample of 4,000 children aged 4 to 14 years. In order to ensure that the survey collects quality results, our questionnaire has been designed to facilitate its administration with the target audience:

  • 4 to 6 year olds: only parents are interviewed
  • 7-10 year olds: children respond to the questionnaire in the presence of an adult
  • 11 to 14 year olds: authorisation by an adult is required before allowing the child to answer themselves
  • Access to the results reporting interface
  • A summary of the main results and the key lessons of the study
  • Field in September / October
  • Results delivered in November

Confidence interval calculus

Sample size or target in the sample

n =

Proportion observed in the sample or on a target in the sample

p =

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

Test of significance of the differences between two proportions

Used to assess whether the difference between 2 proportions is significant at the 95% threshold

Proportion

Sample size

1st sample

%

2nd sample

%

Warning: only applies to a proportion. The Average Rate is an average of proportions and the Audience Share a ratio of proportions. This tool is provided for information purposes. It cannot be applied for professional purposes without further precautions.

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