Scottish Government

CHAPTER FIVE MAIN FINDINGS

5.1 This section of the report details the main findings from the research, drawing on variations across demographic groups where evident, or where sample sizes allow.

LENGTH OF TIME SPENT READING WITH CHILD AND TYPE OF MATERIAL READ

Length of Time Spent Reading with Child

5.2 In order to ascertain current behaviour with respect to home reading, parents were asked to indicate for each child within the home, how long (in an average week) they spend reading with that child. As respondents may have had more than two children living in the household, we have chosen to report based on number of responses.

Table 5.1: Length of Time Spent Reading with Children

Source: mruk research, February 2004

5.3 In the majority of instances, parents were reading with their children for less than 4 hours per week, with around a quarter (24%) reading with their children for 1 - 2 hours per week.

5.4 The length of time spent reading with children was not dissimilar between mothers and fathers, although fathers were slightly more likely to read for under 30 minutes (20% compared with 14% of mothers).

5.5 Those reading with their children for more than 4 hours per week, were slightly more likely to have only 2 or 3 children living in the household.

Type of Material Read by Children

5.6 All respondents were then asked what type of reading material their children read at home. The majority read their own reading book, followed by 71% who claimed their children read school books at home. Almost half also read magazines / comics (47%), with a similar proportion reading library books (44%) at home.

5.7 Smaller proportions read a newspaper or website at home, with these children most likely to be aged 12+ years.

RECALL OF ANY ADVERTISING ENCOURAGING READING WITH CHILDREN

Recall of Advertising Encouraging Children to Read

5.8 Core to the objectives of the research, all respondents were asked if they recalled seeing or hearing any recent advertising encouraging them to read with their children.

5.9 Just over one quarter of all respondents definitely or possibly recalled seeing / hearing any advertising that encouraged them to read with their children, a fall from just over a third in March 2003.

5.10 However, in interpreting changes in awareness over time consideration should be given to variations in the weight and timings of the campaign across waves.

5.11 Recall was highest amongst mothers (31%) compared to fathers (18%), and those living in Glasgow (32%).

5.12 There was also a slightly higher level of 'definite' recall in Aberdeen (21%) and amongst readers of the Aberdeen Evening Times (24% of 62 people) and Northsound listeners (31% of 62 people), both of which carried the advertising campaign. However, consideration should be given here to overall base sizes.

5.13 Although a high proportion (44%) stated they definitely did not recall seeing or hearing such advertising, strength of opinion has fallen when compared to March 2003 (55%).

Elements of Advertising Recalled (spontaneous)

5.14 Those respondents who claimed to 'definitely' or 'possibly' recall the advertising were then asked to describe what elements they recalled, in order to help understand communication take out.

5.15 Although direct comparisons with March 2003 executions cannot be made (due to variations in campaign materials, media schedules and question phrasing) key campaign messages continue to be communicated.

5.16 Most commonly, responses related to key campaign messages of encouraging you to read to your children with a quarter of these respondents spontaneously recalling this, together with positive connotations surrounding reading anything with your children.

5.17 Around one in ten recalled specific elements from the radio ads, including stories surrounding astrology and Formula One racing.

Table 5.2: Elements of advertising recalled (spontaneous)

Base: (Those who definitely / possibly recalled seeing / hearing any advertising)
Source: mruk research, February 2004

Perceived Main Message

5.18 Exploring awareness and understanding further, respondents recalling the advertising were asked spontaneously what they considered the main message to be.

5.19 A range of key messages were recalled with around 1 in 3 (28%) perceiving the main message to be about reading more with child(ren), with a slightly smaller proportion perceiving it to be about encouraging your children to read.

Table 5.3: Key message of Advertising Recalled (Spontaneous)

Base: (Those who definitely / possibly recalled seeing / hearing any advertising)
Source: mruk research, February 2004

5.20 Around a fifth spontaneously recalled main messages concerning what parents may choose to read with their child and in particular that it doesn't have to be a children's book that you read.

5.21 Positively, from key elements recalled and key messages being communicated, we can be confident that respondents claiming to recall such advertising are recalling the Home Reading campaign itself.

Spontaneous Recall of Advertising Source

5.22 Although comparisons have been made across waves, consideration should be given to variations in media schedules and question phrasing over time.

5.23 Just over one quarter (27%) of those recalling the advertising spontaneously recalled the radio as source of recall, a fall from just under half in 2003.

5.24 Spontaneous recall of newspapers as the source of the advertising has almost doubled over time, rising from 8% in March 2003 to 15% in February 2004. This may be attributed to changes in the media buying strategy across waves.

5.25 Around four in ten respondents recalling the advertising spontaneously perceived TV to be the source of recall. In our experiences of undertaking communications research, TV is commonly cited as a source of recall, regardless of media approach. However, in this particular instance, media coverage of the Home Reading Initiative itself may also be influencing such recall.

Prompted Recall of Advertising Source

5.26 Source of recall was investigated in greater depth in February 2004 with respondents also being prompted on potential sources of advertising recall.

5.27 Recall of radio as the advertising source, increased to just over one third, with around one fifth recalling such advertising in newspapers when prompted.

5.28 Prompted recall of such sources was slightly higher amongst mothers when compared to fathers.

Specific Medium Recalled

Newspaper in which recalled advertising was seen

5.29 Amongst those recalling the advertising in a newspaper / magazine (25 respondents in total), the majority recalled seeing the advertising in the Daily Record (28% - 7 respondents) or The Sun (20% - 5 respondents). Around one third could not recall the specific source.

Radio

5.30 A total of 35 respondents recalled hearing the advertising on the radio (34% of those recalling any advertising). Similarities across waves are evident, with Radio Clyde, Forth FM and Real Radio most commonly cited. However, consideration should be given here to low base sizes.

Figure 5.4: Radio Station(s) where Advertising was Heard (Spontaneous)

Base: (Those who recalled hearing advertising on the radio)
Source: mruk research, February 2004

RECALL OF HOME READING CAMPAIGN EXECUTIONS

5.31 In investigating overall awareness in greater depth respondents were prompted with copies of the press advertising from the latest campaign and allowed to listen to the radio executions before being asked if they recalled seeing or hearing any elements of the campaign. Copies of all the press advertising can be found in Appendix 2 of this report.

Press Advertising (Prompted)

5.32 Around one in ten respondents recalled each of the newspaper executions after prompting, slightly higher than that reported in March 2003 (however, variations in press designs and media schedules should be considered). March 2003 figures have been reported for information purposes only.

5.33 Awareness levels were slightly higher amongst those living in Edinburgh.

Table 5.5: Prompted Recalled of Press Advertising - February 2004

Source: mruk research, February 2004

Table 5.6: Prompted Recall of Press Advertising - March 2003

Recall of Radio Advertising (Prompted)

5.34 All respondents were played the two radio executions from the latest Home Reading campaign and were again asked if they recalled hearing them.

5.35 Just under a fifth of respondents claimed that they 'definitely' recalled hearing the Italian Horse advert (19%), with a similar proportion definitely recalling the 'Astro…log…erer' advert (17%).

5.36 Although prompted recall of the radio adverts appears to have fallen over time, consideration should be given to the scale and strength of the media campaign across waves.

5.37 Recall across sub-groups was not dissimilar to the total findings, however, mothers were slightly more likely to claim they'd 'definitely' heard either of the executions (Ad 1 - 22%, Ad 2 - 19%) compared to fathers (Ad 1 - 14%, Ad 2 - 14%).

5.38 Recall of both radio executions was highest amongst respondents in Edinburgh and Aberdeen compared to Glasgow and Dundee.

Table 5.7: Prompted Recall of Radio Executions by Area

Source: mruk research, February 2004

ATTITUDES HELD TOWARDS THE HOME READING CAMPAIGN

5.39 In ascertaining overall attitudes towards the campaign, respondents were read out a series of statements and were asked to indicate how much they agreed or disagreed with each statement. The statements were arranged into sections, to explore different aspects of the campaign - its appeal, communication, relevance and, for those who claimed spontaneously to be aware of the advertising, how the advertising may have influenced their reading habits.

5.40 For the purposes of reporting mean scores have been provided where 1 = agree strongly and 5 = strongly disagree. Thus, the lower the score, the stronger the agreement. Mean scores exclude 'don't know' responses. A full table of all the results pertaining to attitudes from the February 2004 survey can be found in Appendix 3 of this report.

Appeal of the Advertising

5.41 Overall, there was strong positive agreement with the perception that the advertising "makes you think positively about reading to your children" and that "it is interesting and entertaining". This was similar to the levels of agreement reported in the previous research.

Table 5.8: Appeal of the Advertising - Mean Scores

Mean Score given where 1 = strongly agree and 5 = disagree strongly.

5.42 In the latest wave of research agreement was greater amongst mothers than fathers with respect to the perceptions that the advertising made them think positively about reading to their children (mean score of 1.8 compared with 2.0 for fathers) and that the advertising was interesting and entertaining (mean score of 1.9 compared with 2.1 for fathers).

5.43 Whilst there was generally positive agreement across the areas of Glasgow, Dundee and Aberdeen, strength of opinion was slightly lower amongst those living in Edinburgh (but nonetheless positive).

Table 5.9: Appeal Statements by Location - February 2004 - Mean Scores

Mean Score given where 1 = strongly agree and 5 = disagree strongly

Communication Statements Regarding Advertising

5.44 Respondents were then read a series of statements relating to communication effectiveness. These statements were especially intended to explore how the advertising made parents feel, or think about their own reading behaviour when reading with their children.

5.45 There was generally strong agreement in February 2004 (as in March 2003) that the advertising message was very clear. Positive attitudes were also evident with respect to key messages, including the importance of reading and realising reading isn't just about books.

5.46 Lower levels of agreement were evident with respect to the perception that the advertising had made respondents change what they read with their children. This is not surprising given that not all respondents recalled the advertising.

Table 5.10: Communication Statements - Level of Agreement - Mean Scores

Mean score given where 1 = strongly agree and 5 = strongly disagree

5.47 Again levels of agreement with each statement was not dissimilar across sub-groups, although again strength of opinion was lower in Edinburgh compared to other geographic locations.

Table 5.11: Communication Statements - Level of Agreement by Area - Mean Scores

Mean Score given where 1 = strongly agree and 5 = disagree strongly
Source: mruk research, February 2004

Relevance of the Advertising

5.48 Again, there was generally strong positive agreement that the advertising was relevant to respondents and that the campaign as a whole demonstrated that reading can be fun and that reading can help children learn, thus demonstrating engagement with the target audience. There was also strong agreement that the advertising 'makes its point in a clever way', with key messages being communicated successfully.

Table 5.12: Relevance of the Advertising - Level of Agreement - Mean Scores

Mean score given where 1 = strongly agree and 5 = strongly disagree

5.49 Levels of agreement amongst sub-groups were again in line with the total findings, however, Edinburgh respondents were again slightly less likely to agree.

Table 5.13: Relevance of the Advertising - Level of Agreement by Area - Mean Scores

Mean score given where 1 = strongly agree and 5= strongly disagree
Source: mruk research, February 2004

'Action' For Those Aware Of The Advertising

5.50 The final set of statements were only explored amongst those respondents who were spontaneously aware of the advertising.

5.51 These statements differed slightly in February 2004 compared to the previous research in that respondents in March 2003 were asked if the advertising would make them consider changing their reading habits. In addition, given that the following attitude statements were asked of all respondents in March 2003, comparisons cannot be made.

Table 5.14: Impact of Advertising on Behaviour

Mean score given where 1= strongly agree and 5= strongly disagree
Source: mruk research, February 2004

5.52 High levels of agreement were evident with respect to encouragement of reading more often to their children, and the value of reading with children amongst those recalling the advertising.

5.53 Such positive attitudes, along with recall of specific campaign messages are particularly encouraging.

5.54 Although base numbers by different sub-group are low and caution should be taken when analysing results at this level, agreement levels again tended to be stronger amongst mothers compared to fathers.

Table 5.15: Impact of Advertising on Behaviour - Mothers / Fathers

Mean score given where 1= strongly agree and 5= strongly disagree
Source: mruk research, February 2004

MAIN BARRIERS TO READING MORE WITH CHILDREN

5.55 Finally, all respondents were asked what the main barriers were to reading more with their children. Overall, finding the time to read to their children was considered the main barrier for over a third (37%) of all respondents. For just over one in ten (14%) a key difficulty was holding their child's attention.

5.56 A number of other reasons were also cited, although a quarter of respondents (25%) believed they already read enough with their children, and a further one in ten (10%) reported there to be no real barriers, it was something they 'just didn't think about'.

Table 5.16: Perceived Barrier to Reading more with Children (Spontaneous)

5.57 Keeping their child's attention was a particularly pertinent issue for those in Dundee (29%), where respondents were also less likely to claim they already read enough with their children (13% in comparison with 24% in Edinburgh, 34% in Glasgow and 27% in Aberdeen).