Edutainment - UK - March 2009

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Terminology
• TGI lifestage definitions
• Abbreviations
• Market in Brief
• New word, old concept
• The digital era
• Hyper profits from hyper parenting
• Spectacle over substance
• Consumers' attitudes towards edutainment
• The double edged sword
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• The Culture of Learning and Entertainment
• Key points
• The culture of learning
  • Figure 1: Agreement with lifestyle statements, 2003-08
• Demographic differences
  • Figure 2: Agreement with lifestyle statements, by age, 2008
• What consumers really do on holiday
  • Figure 3: Trends on activities enjoyed most on holiday, 2008
• Changing economy, changing leisure
  • Figure 4: Trends on the lifestyle statement ' I prefer to be active in my leisure time' , 2007-08
• Education and widening participation
  • Figure 5: Students in higher education: (home and overseas students), by type of course and sex, 1970/71-2005/06
• Lowering the bar
• Away from academia...
• ...toward developing the self
• Fear and learning
  • Figure 6: Attendance at school clubs/lessons, by gender, age, socio-economic group, October/November 2007
• Case study: KidZania
• The home of edutainment
  • Figure 7: Trends on average hours watching TV on a weekday, 2003-08
• Convergence and interactivity
  • Figure 8: Digital items personally used, June 2008
• Thinking time
  • Figure 9: Activities done during commute, May 2008
• Communication Theories behind Edutainment
• Key points
• Edutainment, the theoretical grounding
• 1970s -- and the big push for edutainment
• Case study: Sabido and the origin of Education Entertainment for Television
• Theory in practice
• Cognitive theory and computer games
• Location-based Edutainment
• Key points
• Classifications
  • Figure 10: Classification of location-based edutainment
• LBE -- Interactive and Participatory
• Open-ended
• The rise of the indoor play centre
• Structured
• Revolutionising play for the pre-schooler
• Live and learn
• Learning becomes the ultimate gift
• Learning potential
  • Figure 11: Experience of/interest in experience days out, November 2006
• LBE -- Non-Interactive and Spectator
• Explorative
• Dwindling interest in educational attractions
• Inspiration in innovation
  • Figure 12: Total visits to visitor attractions in England*, by attraction type, 2003-07
• The importance of interactivity
• Impact of the recession
  • Figure 13: Total visits to historical and cultural attractions in England*, 2003-08
• Popularity over preservation?
• That' s Edutainment -- Historical sites
• Coming up...
• That' s Edutainment -- Museums and galleries
• E-learning
• International developments
• That' s Edutainment -- Wildlife, zoos and aquariums
• Putting education into entertainment
• Seated and scripted
• Passive Edutainment -- Television and The Rise of Multichannel
• Key points
• Commercial insight
• The turning point in educational television
• Mr Rogers' Neighbourhood
• Sesame Street
• The value of learning
• The changing face of children' s edutainment
  • Figure 14: Children' s channels viewing statistics, January 26-February 01 2009
• Capitalising on the learning trend
• Adult edutainment in television
• A formal divide
• Computer/Video Games
• Key points
• The gaming generation
• Brain numbing to brain training
• Parental appeal
• Universal appeal
• Smart thinking
• The lure of self development
• An industry is born
• For the mobile Phone
• For the internet
• Beyond Dr Kawashima
• Get serious
• Newspapers/Printed Press
• Key points
• No news is good news?
  • Figure 15: Activities done during commute, May 2008
• The mass market approach
• Puzzles -- the ultimate cerebral edutainment
• Printed puzzles
• A competitive edge
• Youth of today not up for the challenge?
• Sudoku -- a puzzling revival
• Growing interest
• Why Sudoku appeals to consumers
• What the newspapers did
• Saturating the entertainment market
• Consumer Leisure Activities
• Key points
• In-home entertainment tops the bill
  • Figure 16: Consumer leisure activities, January 2009
• Demographic differences
• The social vacuum
• Cultural venues most popular amongst sociable consumers and gardeners
  • Figure 17: Most popular consumer leisure activities, by consumer leisure activities, January 2009
• Visitors to cultural venues also big readers
  • Figure 18: Next most popular consumer leisure activities, by consumer leisure activities, January 2009
• Consumer Usage of Edutainment Activities
• Key points
• Passive learning
  • Figure 19: Edutainment activities, January 2009
• Grey matter and grey hair
• Virtual bridge for the class divide
• Parental sway
• Virtual versus reality
  • Figure 20: Edutainment activities, by leisure activities, January 2009
  • Figure 21: Edutainment activities, by edutainment activities, January 2009
• Appendix -- The Culture of Learning and Entertainment
• Lifestyle statements, by age
  • Figure 31: Lifestyle statements, by age, 2008
• Attitudinal statements, by lifestage
  • Figure 32: Attitudinal statements, by lifestage, 2008
• Attitudinal statements, by other lifestages
  • Figure 33: Attitudinal statements, by other lifestages, 2008
• Activities enjoyed most on holiday, by age
  • Figure 34: Activities enjoyed most on holiday, by age, 2008
• Activities enjoyed most on holiday, by lifestage
  • Figure 35: Activities enjoyed most on holiday, by lifestage, 2008
• Activities enjoyed most on holiday, by other lifestages
  • Figure 36: Activities enjoyed most on holiday, by other lifestages, 2008
• Attendance at after school clubs/lessons, by gender, age, socio-economic group, region and household size
  • Figure 37: Attendance at after school clubs/lessons, by gender, age and socio-economic group, October/November, October/November 2007
• Average hours watching TV on a weekday, by age
  • Figure 38: Average hours watching TV on a weekday, by age, 2008
• Average hours watching TV on a weekday, by lifestage
  • Figure 39: Average hours watching TV on a weekday, by lifestage, 2008
• Average hours watching TV on a weekday, by other lifestages
  • Figure 40: Average hours watching TV on a weekday, by other lifestages, 2008
• Average trip length (all modes), by purpose
  • Figure 41: Average trip length (all modes), by purpose, 1997-2006
• Trips per person per year, by purpose and main mode
  • Figure 42: Trips per person per year, by purpose and main mode, 2006
• Appendix -- Consumer Leisure Activities
• Most popular consumer leisure activities, by detailed demographics
  • Figure 43: Most popular consumer leisure activities, by detailed demographics, January 2009
• Next most popular consumer leisure activities, by detailed demographics
  • Figure 44: Next most popular consumer leisure activities, by detailed demographics, January 2009
• Appendix -- Consumer Usage of Edutainment Activities
  • Figure 45: Edutainment activities, by detailed demographics, January 2009