Scholastic Releases Study on Kids and Reading in the Digital Age
The full 2010 The Kids & Family Reading Report is available online at http://mediaroom.scholastic.com/kfrr
A few additional findings from the survey:
• 28% of kids (ages 9-17) think that looking through postings or comments on social networking sites like Facebook counts as reading; only 15% of parents agree.
• 25% of kids (ages 6-17) have read a book on a digital device (the majority on a computer or laptop/netbook).
• 43% of kids and parents say that, when reading books for fun, it is most important for children's imagination to be expanded, while about a third say the most important outcome is for children to gain inspiration through characters and storylines (36% kids/35% parents), with about one in five saying it is to gain information (21% kids/22% parents).
• 86% of kids feel proud and have a sense of accomplishment when they finish reading a book.
• Only 50% of kids say reading books for fun is extremely or very important; compared to 89% of parents.
• 71% of parents wish their child would read more books for fun. 75% of children (ages 9-17) say they know they should read more.
This study was conducted by Scholastic, in conjunction with Quinley Research and Harrison Group in the Spring, 2010. It surveyed 1,045 children age 6-17 and their parents (for a total of 2,090 respondents) online, using Knowledge Networks nationally representative panel.
About Harrison Group:
Harrison Group, a YouGov company, is one of the country's leading marketing and strategic research consulting firms. Headquartered in Waterbury, Connecticut, the firm specializes in youth trends, education research, technology trends, branding and communications research, business consulting and market modeling for some of America's top corporations, including retailers, financial services firms, packaged goods companies, and interactive entertainment companies. For more information, please visit www.harrisongroupinc.com and http://corp.yougov.com.