Kijkwijzer retains its importance for both parents and children
Hilversum, 8 February 2012
Both Kijkwijzer’s profile and its frequency of use among parents remain high. In addition, parents still have a great deal of confidence in Kijkwijzer. This has been revealed by a monitoring survey carried out by Intomart GfK in January 2012 among parents of young children. As was the case in previous surveys, more than 90% of parents stated that they make use of Kijkwijzer when choosing cinema films, DVDs and television programmes. Nine out of ten parents also consider the Kijkwijzer recommendations to be reliable, and two-thirds of them are always or often in agreement with the age recommendations. The small group who are almost never in agreement with the age recommendations usually consider these to be too high.
Since its introduction in 2001, NICAM regularly has the profile, use and appreciation of Kijkwijzer tested among the target groups parents with growing children and children themselves. In recent years in particular, these surveys have revealed that Kijkwijzer is well known and accepted by the general public in the Netherlands. All parents think Kijkwijzer makes sense as a system and the meanings of the pictograms are known to virtually all parents. The recent survey also confirmed parents’ desire to be warned in particular about violence and frightening scenes in audiovisual productions.
For Kijkwijzer information on television programs, parents mainly use the pictograms on screen at the start of programmes. In addition, radio & TV listings magazines still play an important role. For the Kijkwijzer classifications of cinema films, cinema websites and online film ladders are frequently consulted. In relation to DVDs, the pictograms on the DVD case are the main source of Kijkwijzer information.
Children know what Kijkwijzer stands for
The most recent survey among children, carried out in 2011 by the Kids News (Dutch: Jeugdjournaal), once again demonstrates that children often use Kijkwijzer as a tool with which to filter for themselves what’s offered to them by the media. Almost all children know Kijkwijzer and know what it’s for.
Children aged 9 to 14 use Kijkwijzer mainly as a warning against scary images (37%), sex (33%) and violence (26%). The majority of children who use Kijkwijzer in this way are girls. The suspicion that Kijkwijzer could be used by children more as a recommendation of ‘forbidden fruits’ than as a warning is in the main not borne out by the survey. Only a small group of mainly older boys say that they use Kijkwijzer as a ‘recommendation’ in this way.