ALL OF POLAND READS TO KIDS report

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ALL OF POLAND READS TO KIDS report
Prepared for ABCXXI All of Poland Reads to
Kids Foundation 30 October 2006
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Methodology

• Population studied
• Polish population age 15 or older
• Method for selection of sample
• Random/quota sample RESPONDENTS selected by a
  quota method in terms of
• sex, age and eduation at 100 LOCAL POINTS
  (communes) chosen by random with probabilities
  proportional to the size of the population
• Method of collecting data
• Individual questionnaire interview
• Period for conducting interviews
• 6 - 10 October 2006
• Effective sample size
• N 1015 persons
• Statistical margin of error
• no greater than /- 3.1 with a confidence level
  of 0.95 for N1015

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DATA ON RESPONDENTS
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Familiarity with the campaignAll of Poland
Reads to Kids
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FAMILIARITY WITH THE CAMPAIGN - SUMMARY OF
RESULTS

• In the five years since inauguration of the All
  of Poland Reads to Kids campaign, more than
  three-fourths of Poles age 15 and older state
  that they are familiar with the campaign
• In September 2006, 85 of Poles stated they were
  familiar with the campaign, which is 8 more than
  in September 2004 a statistically significant
  difference.
• As in 2004, women were more likely to have heard
  of the campaign. Compared to 2004, the number of
  both women and men who recognized the campaign
  grew significantly.
• Familiarity with the campaign grew significantly
  among all age groups, except for the bracket
  above age 59, where the increase compared to 2004
  was not statistically significant. The greatest
  growth occurred in the age groups 15-19 (12) and
  50-59 (18).
• Compared to 2004, familiarity with the campaign
  grew among all eduational levels except for those
  with a vocational-school education, where it
  remained at the same level.
• Familiarity with the campaign rose among adult
  Poles living in rural areas as well as in cities
  with 50,000 or more inhabitants (18). In the
  case of residents of other categories of locales,
  the level of familiarity in 2006 was similar to
  that in 2004.
• The increase in familiarity with the campaign in
  September 2006 was observed in all regions except
  for Pomerania, where a decrease in familiarity
  was noted, and Wielkopolska, where the level of
  familiarity was unchanged.
• The campaign was very well recognized by people
  who have children aged 10 or younger.
• The All of Poland Reads to Kids campaign is
  known chiefly from television, followed by radio
  and press (as in 2004).
• 61 of adult Poles saw the television campaign
  for All of Poland Reads to Kids, while 32 saw
  the outdoor advertising campaign.

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Familiarity with the campaignAll of Poland
Reads to Kids
Have you heard of the campaign All of Poland
Reads to Kids?
BASE 2002, N1000 2003, N1000 2004, N1020
2006, N1015
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Familiarity with the campaignAll of Poland
Reads to Kids (2/3)
Have you heard of the campaign All of Poland
Reads to Kids"?
15 of Poles had not heard of the campaign
85 of Poles had heard of the campaign
THOSE WITH CHILDREN
BASE 2006 N1015, 2004 N1020 Statistically
significant differences at level of 90
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Where the campaign was encountered
Where have you encountered the campaign All of
Poland Reads to Kids?
BASE Poles who had heard of the campaign, 2006
N858 2004 N787
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Familiarity with the campaignAll of Poland
Reads to Kids (3/3)
Have you heard of the campaign All of Poland
Reads to Kids?
2006
2004
82
88
86
58
91
91
82
70
80
67
93
88
81
76
83
78
Total familiar 85
Total familiar 77
BASE N1020
BASE N1015
Statistically significant differences at level of
90
10
Recognition of television spots
Have you seen this ad on television?
BASE Poles age 15, 2006 N1015
11
Recognition of outdoor ads
Have you seen this billboard?
BASE Poles age 15, 2006 N1015
12
Adults reading books to children
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Reading books to children out loud
Do you read aloud to your child(ren)?
Familiar with campaign and reading 47
Unfamiliar with campaign and reading 35
Familiar with campaign and reading 68
Unfamiliar with campaign and reading 38
68 read aloud to children
46 read aloud to children
BASE 2006 N161, parents with children 10 and
under
BASE 2006 N269, parents with children 18 and
under
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Books in the life of adult Poles
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BOOKS IN THE LIFE OF ADULT POLES SUMMARY OF
RESULTS

• Compared to figures from 2004, in 2006 there was
  a significant increase in the group of Poles who
  had not read a single book in the past six
  months. 59 of Poles age 15 and above read at
  least one book
• The percentage of people who had read at least
  one book in the past 6 months grows together with
  the educational level of the Poles, but decreases
  with age.
• Women are more likely than men to read books.
• Compared to 2004, the number of readers remained
  at a similar level in only two age groups 15-18
  and over 59. In other age groups, the figure fell
  significantly.
• The percentage of people who had read at least
  one book in the last 6 months fell at the same
  rate among persons with an elementary-school
  education and those with a vocational-school
  education.
• Reading of books is also related to experiences
  from childhood involving listening to reading out
  loud almost half of Poles who had read 6 or more
  books in the past 6 months frequently had had
  books read to them out loud, while 61 of Poles
  who had not read a single book in the past 6
  months were not read aloud to when they were
  children.

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Reading in the last 6 months
How many books have you read in the past 6
months, i.e. since March 2006 (or 2004)?
2006
2004
Total who had read at least one book 59
Total who had read at least one book 65
Statistically significant differences at level of
90
BASE N 1020
BASE N 1015
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Reading in the last 6 months
How many books have you read in the past 6
months, i.e. since March 2006 (or 2004)?
SEX
AGE
EDUCATION
BASE 2006 N1015, 2004 N1020 Statistically
significant differences at level of 90
18
Reading in childhood
Did an adult read out loud to you when you were a
child?
2004
2006
BASE N 1020
BASE N 1015 Statistically significant
differences at level of 90
19
Reading books in childhood and today
NUMBER OF BOOKS READ IN PAST 6 MONTHS
FREQUENCY OF HEARING BOOKS READ OUT LOUD AS A
CHILD
BASE N1015