Bailey, Reg

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Parents Omnibus questions for Bailey Review 2011    Background  As part of a wider evidence gathering exercise for the Reg Bailey Review of commercialisation and premature sexualisation of childhood (including a review of recent literature, omnibus questions to children/young people, focus groups with parents and a call for evidence), a number of questions to parents were developed by the Department for Education. These were placed on a face-to face omnibus survey run by the market research company TNS.  The survey was carried out between 16th February and 6th March 2011 with 1025 parents of children aged 5-16 in the UK.  Data have been weighted to be representative of the national population of all adults in the UK aged 16+ based on gender/ age/ social class and region (but not necessarily representative of parents). This resulted in a weighted sample of 1198 parents.  Weighted data are used throughout this report.    Q.2 Have you ever bought something for your child that you would rather not have done?  Number  % Yes 437 36% No 759 63% Don’t know  2 <1% Total  1198 100%   Q.3 If yes - You said you bought something for your child that you would rather not have done. Was this because....  please choose all that apply  Number  % You felt pressured to do so by your child 224 51% To help your child to fit in with their friends or so they wouldn't be left out       131 30% Other 109 25% Don’t know 4 1% Total   * * Does not add up to 100% as respondents could answer more than one   Q.4 How much do you agree or disagree with the following statement? 'These days children are under pressure to grow up too quickly'  Number  % Strongly Agree 731 61% Slightly Agree 329 27% Neither Agree nor Disagree 75 6% Slightly Disagree 46 4% Strongly Disagree 18 2% Total  1199 100%   1 Q.5 Thinking about the last 3 months (that is since November last year), have you seen things in public places that you felt were unsuitable or inappropriate for children to see because of their sexual content (e.g. shop window displays, advertising hoardings)?  Number  % Yes 476 40% No 714 60% Don’t Know 9 1% Total  1199 101%* *Figures add up to over 100% because of rounding   Q.6 Thinking about the last 3 months (that is since November last year), have you seen any programmes or adverts on TV before 9pm that you felt were unsuitable or inappropriate for children to see because of sexual content?  Number  % Yes 488 41% No 696 58% Don’t Know 16 1% Total  1200 100%   Q.7 The following is a list of marketing and advertising tools that companies use. Do you think that any of these should NOT be used when promoting products to children? Please choose all that apply  Number  % Adverts sent to mobile phones 416 35% Companies encouraging children to click the 'like' button on social networking sites 409 34% Peer-to-peer marketing - where children are paid to promote goods and services to other children they know 328 27% Adverts on TV 327 27% Adverts on the internet 321 27% Celebrities promoting products and services 271 23% Advergames (computer games created for advertising) 210 17% Branded goods and commercial sponsorship in schools, including voucher schemes for equipment 156 13% Adverts at the cinema 141 12% Shop window displays 134 11% Adverts in the street, on public transport 123 10% Sponsorship of events e.g. football matches, music events 98 8% None 163 14% Don’t know 69 6% * Does not add up to 100% as respondents could answer more than one   2Q.8a Do you think that any of the following encourage children to act older than they are? Please choose all that apply  Number  % Celebrity culture 691 58% Adult style clothes for children in shops 665 55% Social networking sites (such as Bebo or Facebook 621 52% Pictures in magazines and newspapers  566 47% Music shows\videos\dvds 552 46% What they see on the internet 507 42% Imagery in adverts 460 38% Their parents 305 25% None 46 4% Don’t know 30 3% * Does not add up to 100% as respondents could answer more than one   Q.8b Do you think that any of the following put too much pressure on children to conform to a particular body shape and size? Please choose all that apply   Number  % Celebrity culture 774 65% Pictures in magazines and newspapers  679 57% Music shows\videos\dvds 559 47% Adult style clothes for children in shops 541 45% Imagery in adverts 526 44% Social networking sites (such as Bebo or Facebook 454 38% What they see on the internet 437 36% Their parents 197 16% None 60 5% Don’t know 29 2% * Does not add up to 100% as respondents could answer more than one   Q.9 Have you ever complained about things (e.g. products and adverts) whether in public places, on TV, on the internet, in a newspaper or magazine that you felt were inappropriate for children because of sexual content?  Number  % Yes 94 8% No 1100 92% Don’t Know 5 - Total  1199 100%         3Q.10a If yes - Who did you complain to?  Number  % Shop or company involved 25 27% Regulatory body\ watchdog 19 20% MP 11 12% Consumer group 8 9% The press 8 9% Council 4 4% Other 31 33% Don’t know  2 3% * Does not add up to 100% as respondents could answer more than one   Q.10b   If no - Why have you not complained?  Number  % Have never needed to 476 43% Didn't think anything would be done 247 22% Didn't know who to complain to 161 15% Didn't get round to it 148 13% Other 93 8% Don’t know  15 1% * Does not add up to 100% as respondents could answer more than one   Sample details  Data have been weighted to be representative of the national population of all adults in the UK aged 16+ based on gender/ age/ social class and region. The weighted base is used throughout. Any variation in base numbers is due to missing data.     Q.1 Are you the parent or guardian of a child aged 5-16 years?  Number  Yes - unweighted base 1025 Yes - weighted base 1199 * Data were weighted to be representative of the national population based on gender/age/social class and region.  Male/ Female   Number % Male  488 41% Female 710 59% Total  1198 100%       4Age   Number  % 16-24 22 2% 25-34 251 21% 35-44 588 49% 45-54 319 27% 55-64 16 1% 65+ 2  -  Total  1198 100%  Social class  Number  % AB 351 29% C1 302 25% C2 277 23% D 180 15% E 88 7%  Total  1198 99%* *Figures don’t quite add up to 100% because of rounding   Age of children in household  Number  % None 137 11% Aged 0-5 380 32% Aged 6-10 568 47% Aged 11-15 597 50% *Figures add up to more than 100% because respondents can have more than one child in the house.    Ethnic origin  Number % White 1039 87% Minority ethnic 155 13% Total  1194 100%      5

Bailey review on the commercialisation and sexualisation of childhood (parents and carers version)

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