Presentation on theme: "Kids and Family Reading Report™ Harry Potter: The Power of One Book"— Presentation transcript:
1Kids and Family Reading Report™ Harry Potter: The Power of One Book July 2006
2BackgroundThe 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
3MethodologyInterviews 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
4Methodology Cont’dQuotas 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:RegionRaceChild’s AgeParent’s Age (by gender)Parent’s Marital StatusParent’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:The margin of error is ± 4.5 percentage points.Significantly higher at 90% confidence interval =Significantly lower at 90% confidence interval =
5Sample Overview* Age Groups Parents’ Age 5-8 32% Under 25 1% 9-11 26% 25-3422%12-1429%35-4451%15-1713%45-5423%Average Age of children in Sample10.455+3%Average Age of Parent39.9Children’s GenderMale49%Household IncomeFemaleUnder $50K55%$50K +45%RaceMedian Household Income$47.5KCaucasian65%African American15%Parents’ GenderHispanic Origin/Decent16%25%Asian75%Other2%Parents Employed80%Parents’ Marital StatusMarried/Unmarried & Living Together78%Parents’ Educational StatusNever Married11%Less Than Some College37%Divorced/Separated/WidowedSome College or More63%*Total kids sample (n = 500)
6Study HighlightsHarry 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.
7Half Of All Parents And Kids Have Read Harry Potter 500% Who Read Harry Potter54%50%
8Half Of Harry Potter Readers Say They Did Not Read Books For Fun Before Harry Potter; Parents Agree % Who Agree “A Lot/A Little”Kids*286I didn't read books for fun before I started reading Harry Potter51%% Who Agree “Strongly/Somewhat”Parents**260Before reading Harry Potter, my child didn’t enjoy reading for fun* 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.
9Kids’ Attitudes Towards Reading Harry Potter The Majority Of Harry Potter Readers Say The Series Has Made Them Interested In Reading Other Books And Helped Them Perform Better In SchoolKids’ Attitudes Towards Reading Harry PotterHarry Potter Readers% Who Agree “A Lot/A Little”286Reading (or 'Listening to my parent read') Harry Potter has made me interested in reading other books76I've been doing better in school since I/my parents started reading Harry Potter books65
10Harry Potter Readers Perceive Themselves As Better Students How Readers Of Harry Potter Perceive Themselves Compared To Other KidsAll KidsRead Harry PotterDid Not Read Harry Potter% Answering…500286214Their Grades Are “Better” Than Peers394530Their Reading Abilities Are “Better” Than Peers384332Describe Themselves As “Good Student”738161Describe Themselves As “Smart”7769Describe Themselves As “Leader”4033
11Did Not Read Harry Potter Harry Potter Readers Are More Likely To Consider Reading Important And BeneficialReading Valuation Among Harry Potter Readers Versus Non-Harry Potter ReadersAll KidsRead Harry PotterDid Not Read Harry Potter% Answering…500286214Reading For Fun Is “Very Important”545849I need to be a strong reader so I can get a good job when I’m older636756% Agree “A Lot” That…
12Parents See Positive Results Of Kids’ Reading Harry Potter Parents’ Attitudes Towards Their Child Reading Harry Potter*Parents% Who Agree “Strongly/Somewhat”260Reading Harry Potter has helped my child enjoy reading more89Reading Harry Potter has made my child want to read more frequently85Reading Harry Potter has helped my child in school76Before reading Harry Potter, my child didn't enjoy reading for fun51*Asked of parents who say their child has read Harry Potter.
13Boys Are More Likely Than Girls To Have Read Harry Potter GenderTotalBoyGirl500250Have Read Harry Potter54%57%51%Interested In Reading/ Re-Reading Harry Potter68%
14The 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”Boys*Girls*150136I didn't read books for fun before I started reading Harry Potter61%41%% Who Agree “Strongly/Somewhat”Parents of Boys**Parents of Girls**144116Before reading Harry Potter, my child didn’t enjoy reading for fun55%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.
15The Majority Of Boys Say It Is Important To Read Harry Potter To Feel “In” With Their Friends Harry Potter Readers% Who Agree “A Lot/A Little”BoysGirls150136It is important for me to read Harry Potter so I feel “in” with my friends63%44%
16Harry Potter Is Popular Among Kids Nine Years Old and Up AgeTotal5-89-1112-1415-1750015910973Have Read Harry Potter54%39%59%63%57%Interested In Reading/ Re-Reading Harry Potter68%70%69%60%On average, kids say they start reading Harry Potter at age 9.
17Harry 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.
18After 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 BooksNearly one in five (19%) Harry Potter readers say they do not believe the series will really be over after the seventh book.
19Kids 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%.