Lars Pynt Andersen

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 ...

The tweens market and responses to advertising in Denmark and Hong Kong

Purpose – The purpose of this paper is to compare sources of money as well as responses to television commercials and pop up advertisements on the internet among young “tween” consumers in Denmark and Hong Kong. Findings are compared with existing preconceptions of the tween segment in the marketing literature.Design/methodology/approach – A survey was conducted in six primary schools in Denmark and Hong Kong, with 434 respondents from fourth, fifth and sixth grades.Findings – The paper finds that the Danish tweens received higher monthly incomes from all sources than Hong Kong tweens. Danish tweens were more likely to spend money on CDs, computer games, clothing, sports equipment, and cosmetics/jewelry than Hong Kong tweens. Hong Kong tweens were more likely to spend money on books than Danish tweens. The results showed complex differences in the perception and reactions to advertising. The results seem to support that tween consumption and responses to advertising are motivated differently in cultures o...

Daylight saving time as a potential public health intervention: An observational study of evening daylight and objectively-measured physical activity among 23,000 children from 9 countries

BackgroundIt has been proposed that introducing daylight saving measures could increase children’s physical activity, but there exists little research on this issue. This study therefore examined associations between time of sunset and activity levels, including using the bi-annual ‘changing of the clocks’ as a natural experiment.Methods23,188 children aged 5–16 years from 15 studies in nine countries were brought together in the International Children’s Accelerometry Database. 439 of these children were of particular interest for our analyses as they contributed data both immediately before and after the clocks changed. All children provided objectively-measured physical activity data from Actigraph accelerometers, and we used their average physical activity level (accelerometer counts per minute) as our primary outcome. Date of accelerometer data collection was matched to time of sunset, and to weather characteristics including daily precipitation, humidity, wind speed and temperature.ResultsAdjusting for child and weather covariates, we found that longer evening daylight was independently associated with a small increase in daily physical activity. Consistent with a causal interpretation, the magnitude of these associations was largest in the late afternoon and early evening and these associations were also evident when comparing the same child just before and just after the clocks changed. These associations were, however, only consistently observed in the five mainland European, four English and two Australian samples (adjusted, pooled effect sizes 0.03-0.07 standard deviations per hour of additional evening daylight). In some settings there was some evidence of larger associations between daylength and physical activity in boys. There was no evidence of interactions with weight status or maternal education, and inconsistent findings for interactions with age.ConclusionsIn Europe and Australia, evening daylight seems to play a causal role in increasing children’s activity in a relatively equitable manner. Although the average increase in activity is small in absolute terms, these increases apply across all children in a population. Moreover, these small effect sizes actually compare relatively favourably with the typical effect of intensive, individual-level interventions. We therefore conclude that, by shifting the physical activity mean of the entire population, the introduction of additional daylight saving measures could yield worthwhile public health benefits.