The Kids & Family Reading Report™:United Kingdom is a national survey of children ages 6–17 and their parents, as well as of parents of children ages 0–5, exploring their reading attitudes and behaviours around reading books for fun. This is the first edition in the UK with past surveys conducted in the US bi-annually since 2006.
Study Methodology, In Brief
The study was managed and fielded by YouGov, using their panel of United Kingdom-based respondents. The total sample size of 1,755 parents and children includes 703 pairs of children and adults from the same household, plus 349 parents of children ages 0–5. The survey was fielded between June 3, 2015 and June 10, 2015.
The sample consisted of parents of children ages 6–17 who first completed a series of questions before passing the survey on to one randomly selected child in the target age range. Additionally, a sample of parents of children ages 0–5 completed the parent-focused portion of the survey.
Final data on children’s age, gender and ethnicity, as well as household characteristics (including region and income) were examined against data from the Office of National Statistics. Sample balancing was applied to adjust household income in order to further enhance sample representativeness.
For complete methodology, demographics of the sample, and subgroup sample sizes, see appendices A– in the report PDF.
Scholastic Corporation (NASDAQ: SCHL) is the world’s largest publisher and distributor of children’s books, a leading provider of print and digital instructional materials for pre-K to grade 12, and a producer of educational and entertaining children’s media. The Company creates quality books and ebooks, print and technology-based learning materials and programs, classroom magazines and other products that, in combination, offer schools customized and comprehensive solutions to support children’s learning both at school and at home. The Company also makes quality, affordable books available to all children through school-based book clubs and book fairs. With a 94 year history of service to schools and families, Scholastic continues to carry out its commitment to "Open a World of Possible" for all children.
Learn more at www.scholastic.co.uk/worldofpossible
YouGov is a leading international full-service research and consulting company and a pioneer in the use of technology to collect higher quality, in-depth data for the world's leading businesses and institutions so that they can better serve the people that sustain them. With offices throughout the US, UK, Europe, the Middle East and Asia, YouGov leverages its online sampling, research expertise and consulting experience to provide clients with sophisticated market strategy, market analytics, and survey and forecasting services.