Birgitte Tufte

Tweens and new media in Denmark and Hong Kong

Purpose – The purpose of this paper is to present a study that compares ownership and usage of new media among young “tween” consumers in Denmark and Hong Kong. Further, it shows the ways of finding new interesting web sites.Design/methodology/approach – In 2004‐2005 a survey was conducted in Denmark and Hong Kong of 434 fourth, fifth and sixth class students. Questionnaires were distributed in six elementary schools. Hypotheses about new media ownership and usage in the two societies are formulated based on the economic development and individualistic/collective cultural dimensions of the societies.Findings – Household ownership of new media, ownership of mobile phone and heavy use of the internet were found to be more prevalent among Danish tweens than among Hong Kong tweens. Danish tweens were more likely to use mobile phones and the internet for interpersonal communication and for enjoyment than Hong Kong tweens. Hong Kong tweens used the internet more for educational purposes than Danish tweens. The ...

Children, media and consumption

Reports a five‐year Danish study into levels of consumer socialisation among children, showing how they have been affected by new and proliferating communications media; issues include their spending and saving abilities, brand awareness, media use, interests and activities, while advertising was examined in relation to consumer socialisation. Outlines the methods of this research, which consists of qualitative and quantitative data obtained from a questionnaire survey, observations, interviews with 120 children and their teachers, etc. Finds that: media and communications equipment is central to the families’ everyday lives, with television the most important medium; brand awareness exists at an early age; gender differences are significant in the type of product purchased; new digital media are breaking down the barriers between content and advertising; and children are about 12 years old before they understand the purpose of advertising, although they realise the difference between programmes and advertising by age seven.

The gender perspective: children as consumers in Denmark

Maps differences among Danish children of 5‐18 years from the perspective of children as consumers; Denmark is a society characterised by high Internet use and a high degree of gender equality. Examines purchasing power, brand awareness, and media use; the media studied were internet, TV, cinema, and mobile phones. Explains the methodology used, which was both qualitative and quantitative, used self‐report questionnaires, and divided the study group into four age groups. Concludes that there are distinct differences between boys and girls: boys are better informed about brands, have more pocket money, use the Internet more, have better access to cable and satellite television, prefer computer games to internet chat, and have more positive attitudes to advertisements; the gender differences grow, reach a maximum in the 8‐12 year old group, and then diminish.