Transcript Kids and Family Reading Report: Harry Potter: The Power of
Kids and Family Reading Report™
Harry Potter: The Power of One Book July 2006
© Yankelovich 2006
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Background
The following deck highlights findings from The Kids and Family Reading Report* that quantify the impact of Harry Potter on kids’ reading attitudes and behaviors.
*The Scholastic Kids and Family Reading Report is available online at www.scholastic.com/readingreport . © Yankelovich 2006
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Methodology
• Interviews for The Kids and Family Reading Report were conducted from January 16 – February 8, 2006 with 1,000 individuals—500 children and one parent or primary guardian per child.
– The series of questions about Harry Potter was a subset of a larger body of research about kids’ and parents’ reading attitudes and behaviors.* • Parents/primary guardians were recruited via mall-intercept in 25 major cities across the US. They were screened to meet the following criteria: – Have at least one child ages 5-17 present during the time of the intercept at the mall. – Be related to the child either as parent, grandparent or caretaker.
• Upon eligibility, the parent or primary guardian completed the survey themselves using a computer.
– Children ages 5-8 (and others as necessary) were read the survey by professional interviewers and asked to answer; all other children completed the survey themselves using a computer.
*The Scholastic Kids and Family Reading Report is available online at www.scholastic.com/readingreport . © Yankelovich 2006
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Methodology Cont’d
• Quotas for race, gender and child age-group were established to ensure ample base sizes for analysis purposes.
• The final data were weighted by the following variables to ensure sample representation of the US market: – Region – Race – Child’s Age – Parent’s Age (by gender) – Parent’s Marital Status – Parent’s Education (by gender) • Significance testing between groups has been done at the 90% confidence levels, and are designated by the following notations throughout this report: Significantly higher at 90% confidence interval = Significantly lower at 90% confidence interval = • The margin of error is ± 4.5 percentage points.
© Yankelovich 2006
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Sample Overview* Age Groups
5-8 9-11 12-14
15-17 Average Age of children in Sample
32% 26% 29%
13% 10.4
Children’s Gender
Male Female 49% 51%
Race
Caucasian African American Hispanic Origin/Decent Asian Other
Parents’ Marital Status
Married/Unmarried & Living Together Never Married Divorced/Separated/Widowed *Total kids sample (n = 500) 65% 15% 16% 3% 2% 78% 11% 11%
Parents’ Age
Under 25 25-34 35-44 45-54 55+
Average Age of Parent
Household Income
Under $50K $50K +
Median Household Income
1% 22% 51% 23% 3%
39.9
55% 45%
$47.5K
Parents’ Gender
Male Female
Parents Employed
25% 75%
80% Parents’ Educational Status
Less Than Some College Some College or More 37% 63% © Yankelovich 2006
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Study Highlights
• Harry Potter has a positive impact on kids’ reading and their performance in
school, and their parents agree.
– 51% of Harry Potter readers ages 5-17 years old say they did not read books for fun before they started reading the series.
– 65% say they have been doing better in school since reading Harry Potter and 76% of parents agree.
• The positive impact of Harry Potter on kids’ reading is particularly strong
among boys.
– More boys than girls have read Harry Potter (57% vs. 51%, respectively).
– 61% of boys agree that they did not read for fun before they started reading Harry Potter, compared to 41% of girls.
• Kids indicate they have trouble finding books they like and kids’ reading
drops off sharply after age 8. However, on average, Harry Potter readers start reading the series at age 9 and they continue as they mature.
– 68% of 5-17 year olds are interested in reading or re-reading Harry Potter books in the future.
• After the release of the seventh and final book in the Harry Potter series,
many readers will be in search of a new series to read.
– One in five Harry Potter readers do not believe it will be over and 51% say they are going to look for a new book series to read, and one in three will re-read the books. © Yankelovich 2006
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Half Of All Parents And Kids Have Read Harry Potter % Who Read Harry Potter
Kids
500
54% Parents
500
50% © Yankelovich 2006
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Half Of Harry Potter Readers Say They Did Not Read Books For Fun Before Harry Potter; Parents Agree
% Who Agree “A Lot/A Little”
I didn't read books for fun before I started reading Harry Potter
Kids*
286
51%
% Who Agree “Strongly/Somewhat”
Before reading Harry Potter, my child didn’t enjoy reading for fun
Parents**
260
51% * Asked of kids who say they have read Harry Potter or that their parents have read Harry Potter to them.
** Asked of parents who say their child has read Harry Potter.
© Yankelovich 2006
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The Majority Of Harry Potter Readers Say The Series Has Made Them Interested In Reading Other Books And Helped Them Perform Better In School
Kids’ Attitudes Towards Reading Harry Potter
% Who Agree “A Lot/A Little”
Reading (or 'Listening to my parent read') Harry Potter has made me interested in reading other books
Harry Potter Readers
286
76 I've been doing better in school since I/my parents started reading Harry Potter books 65 © Yankelovich 2006
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Harry Potter Readers Perceive Themselves As Better Students
How Readers Of Harry Potter Perceive Themselves Compared To Other Kids
All Kids Read Harry Potter Did Not Read Harry Potter
% Answering…
Their Grades Are “Better” Than Peers
500
39
286
45
214
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Their Reading Abilities Are “Better” Than Peers Describe Themselves As “Good Student”
38 73 43 81 32 61
Describe Themselves As “Smart” Describe Themselves As “Leader”
73 40 77 45 69 33 © Yankelovich 2006
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Harry Potter Readers Are More Likely To Consider Reading Important And Beneficial
Reading Valuation Among Harry Potter Readers Versus Non-Harry Potter Readers
% Answering…
Reading For Fun Is “Very Important” All Kids
500
54
Read Harry Potter
286
58
Did Not Read Harry Potter
214
49 % Agree “A Lot” That…
I need to be a strong reader so I can get a good job when I’m older
63 67 56 © Yankelovich 2006
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Parents See Positive Results Of Kids’ Reading Harry Potter
Parents’ Attitudes Towards Their Child Reading Harry Potter*
% Who Agree “Strongly/Somewhat”
Reading Harry Potter has helped my child enjoy reading more Reading Harry Potter has made my child want to read more frequently Reading Harry Potter has helped my child in school Before reading Harry Potter, my child didn't enjoy reading for fun
Parents
260
89 85 76 51 *Asked of parents who say their child has read Harry Potter.
© Yankelovich 2006
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Boys Are More Likely Than Girls To Have Read Harry Potter Have Read Harry Potter Interested In Reading/ Re-Reading Harry Potter Total
500
54% 68%
Gender Boy
250
Girl
250
57% 51% 68% 68% © Yankelovich 2006
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The Impact of Harry Potter Is Particularly Strong Among Boys
• Boys who have read the Harry Potter series are more likely than girls to agree that they did not read books for fun before Harry Potter. Findings among parents support this view.
% Who Agree “A Lot/A Little”
I didn't read books for fun before I started reading Harry Potter
Boys*
150
61% Girls*
136
41%
% Who Agree “Strongly/Somewhat”
Before reading Harry Potter, my child didn’t enjoy reading for fun
Parents of Boys**
144
Parents of Girls**
116
55% 45% * Asked of kids who say they have read Harry Potter or that their parents have read Harry Potter to them.
** Asked of parents who say their child has read Harry Potter.
© Yankelovich 2006
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The Majority Of Boys Say It Is Important To Read Harry Potter To Feel “In” With Their Friends
Harry Potter Readers Boys Girls
% Who Agree “A Lot/A Little”
It is important for me to read Harry Potter so I feel “in” with my friends
150
63%
136
44% © Yankelovich 2006
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Harry Potter Is Popular Among Kids Nine Years Old and Up Have Read Harry Potter Interested In Reading/ Re-Reading Harry Potter Total
500
54%
5-8
159
9-11
109
Age 12-14
159
39% 59% 63% 68% 68% 70% 69%
15-17
73
57% 60% • On average, kids say they start reading Harry Potter at age 9.
© Yankelovich 2006
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Harry Potter Readers Remain Loyal To The Series
• 90% of Harry Potter readers are interested in reading or
re-reading books from the series in the future.
• 84% of Harry Potter readers plan to read all the books in the
series.
© Yankelovich 2006
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After The Seventh Harry Potter Book, Many Readers Will Be In Search Of A New Book Series
Harry Potter Readers Say They Will Do The Following When There Are No More (New) Harry Potter Books
Look for a new series 51% Re-read the Harry Potter books Look for the next book by J.K.
Rowling 27% 34%
• Nearly one in five (19%) Harry Potter readers say they do not believe the series will really be over after the seventh book.
© Yankelovich 2006
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Kids Think Harry Potter Is One Of The Best Books For Young Readers, And Parents Agree
• On an unaided basis, one in three (33%) kids say Harry Potter is
among the best books for someone their age to read.
– 9-11 year olds are most likely to hold this view at 44%.
– Just over half (54%) of Harry Potter readers have this opinion; however boy readers are more likely than girl readers to hold this view (60% vs. 47%, respectively).
– The next most popular mentions are Goosebumps at 8%, and Dr. Seuss and Lemony Snicket books at 6%. • Unprompted, 34% of parents say Harry Potter is a “must read”
for kids and teens.
– Parents of 9-11 year olds are most likely to hold this view at 44%.
– Half (49%) of parents whose children have read Harry Potter have this opinion. – The next most commonly mentioned “must read” children’s book is Dr. Seuss at 12%.
© Yankelovich 2006
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