ALL OF POLAND READS TO KIDS – report

1. ALL OF POLAND READS TO KIDS – report Prepared for „ABCXXI – All of Poland Reads to Kids” Foundation 30 October 2006

2. 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 N=1015 Methodology

3. DATA ON RESPONDENTS

4. Familiarity with the campaign“All of Poland Reads to Kids”

5. 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. FAMILIARITY WITH THE CAMPAIGN - SUMMARY OF RESULTS

6. Familiarity with the campaign“All of Poland Reads to Kids” Familiarity with the “All of Poland Reads to Kids” campaign increased significantly compared to figures from two years before: 85% of adult Poles have at least heard of the campaign. Have you heard of the campaign “All of Poland Reads to Kids”? BASE: 2002, N=1000 2003, N=1000 2004, N=1020 2006, N=1015

7. Familiarity with the campaign“All of Poland Reads to Kids” (2/3) 2006 2004 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 N=1015, 2004 N=1020 Statistically significant differences at level of 90%

8. Where the campaign was encountered The campaign “All of Poland Reads to Kids” is known chiefly from television, followed by radio and printed press. Where have you encountered the campaign “All of Poland Reads to Kids”? BASE: Poles who had heard of the campaign, 2006 N=858; 2004 N=787

9. Familiarity with the campaign“All of Poland Reads to Kids” (3/3) < 59% 59%-68% 69%-78% >78% 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: N=1015 BASE: N=1020 Statistically significant differences at level of 90%

10. Recognition of television spots More than half of adult Poles had encountered the television campaign for “All of Poland Reads to Kids.” Have you seen this ad on television? BASE: Poles age 15+, 2006 N=1015

11. Recognition of outdoor ads One third of adult Poles had encountered the outdoor advertising campaign for “All of Poland Reads to Kids.” Have you seen this billboard? BASE: Poles age 15+, 2006 N=1015

12. Adults reading books to children

13. Reading books to children out loud More than 2/3 of adult Poles with children aged 10 and under read aloud to their children. The effectiveness of the campaign may be seen from the fact that there were almost twice as many parents who read to their children and had heard of the campaign (68%) than those who read to their children but had not heard of the campaign. Do you read aloud to your child(ren)? Familiar with campaign and reading – 68% Unfamiliar with campaign and reading – 38% Familiar with campaign and reading – 47% Unfamiliar with campaign and reading – 35% 68% read aloud to children 46% read aloud to children BASE: 2006 N=161, parents with children 10 and under BASE: 2006 N=269, parents with children 18 and under

14. Books in the life of adult Poles

15. 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. BOOKS IN THE LIFE OF ADULT POLES – SUMMARY OF RESULTS

16. 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

17. 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 N=1015, 2004 N=1020 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: N=1015