Children’s participation in Australian society

Children as consumers

2.25 Children are significant consumers of goods and services in Australia. It is estimated that 10 to 17 year olds represent a possible commercial market of $3.9 billion a year.[60]

2.26 In 1995, children aged 10 to 17 were surveyed by AMR Quantum Harris to find out about their purchasing and spending patterns and to collect information about their attitudes, time usage, social behaviour and peer/family relationships.[61] On average, children in this age group were found to receive approximately $37 a week in pocket money, from jobs or as gifts.[62] The survey results regarding average amounts of money spent by children each week are detailed below.

Table 2.9 Average total spending money per week[63]

Age group (years)

Average total ($)

10-11

12.05

12-13

21.36

14-15

32.78

16-17

80.23

2.27 Children of different age groups spend this money in different ways. A separate study on pocket money for 5 to 12 year olds found that, while the majority of children throughout this age group saved some or all of their pocket money, the next most common uses of pocket money for 5 to 7 year olds were buying lollies and toys (42% of children in this age group spent money in each of these categories).[64] For 8 to 10 year olds, the most common uses for pocket money, after savings, were buying lollies (40%), cards (32%) and toys (28%).[65] For 11 to 12 year olds, the most common uses, after savings, were lollies (50%), snacks (30%), drinks (29%), cards (28%), outings (27%), magazines and ice cream (25% each) and video-games (23%).[66]

2.28 The AMR Quantum Harris survey of 10 to 17 year olds found that most children had a savings bank account (79% of those surveyed) or an account at a credit union (6%).[67] The Inquiry’s own survey of young people confirmed this use of banks. Of 788 respondents, 87% indicated that they had a bank account and 77% of 765 respondents indicated that they possessed a key card for use with a bank account.[68] Many of the 10 to 17 year olds in the AMR Quantum Harris survey indicated that they were saving for specific items such as cars (24% of boys and 17% of girls aged 14 to 17), holidays (9% of boys and 15% of girls aged 14 to 17) and clothes (11% of girls aged 10 to 13 and 10% of girls aged 14 to 17).[69]

2.29 Children are not significant consumers of credit or credit services. The majority of young people do not have a cheque account or credit card. The Inquiry’s survey of young people indicated that, of 716 respondents, 89% did not have a cheque account and the same proportion did not have a credit card.[70] A National Youth Affairs Research Scheme (NYARS) study of 1400 young people aged 15 to 25 years found that 60% of those surveyed had never had credit.[71] This study found that most young people with credit in the 15 to 17 age group were young women with store credit cards.[72]

2.30 Children are avid consumers of media and information services, including the Internet. The AMR Quantum Harris survey found that magazines were read by 68% of boys aged 10 to 13, 75% of girls aged 10 to 13, 86% of boys aged 14 to 17 and 92% of girls aged 14 to 17.[73] In addition, 64% of 14 to 17 year old boys and 52% of 14 to 17 year old girls were regular newspaper readers.[74] Another study by Nielsen Media Research found that children aged between 5 and 12 years watch an average of 2 hours 33 minutes of television per day, and that 13 to 17 year olds watch an average of 2 hours 34 minutes.[75] A national survey on Internet use conducted in 1997 found that approximately 45% of the young people aged 14 to 17 surveyed indicated that they had accessed the Internet in the past, and that 68.5% of the young people who had accessed the Internet had done so in the past month.[76]

Table 2.10 Most popular uses of Internet by young people aged 14 to 17[77]

Internet activity

Male

Female

Total

General ‘surfing’

62%

57%

60%

Participating in interactive discussions

34%

40%

37%

Accessing education services

30%

34%

32%

Downloading software/file

31%

19%

24%

Electronic mail

17%

34%

24%

Playing games

28%

16%

23%

2.31 Although children and young people clearly constitute a considerable force in the market place, young consumers (under 25) are less likely to report consumer problems than middle-aged consumers (25 to 44 years).[78] Moreover, young consumers who do report a problem are less likely than older consumers to take any further action.[79] An analysis of reasons for young people’s inaction revealed a higher expectation of failure, particularly among young women.[80] However, when action is taken, younger consumers tend to achieve very similar success rates to older consumers.[81]

Children in school

2.32 The 1996 census counted 3 324 470 children attending educational institutions in Australia.[82] The following table sets out the distribution of these children in various types of educational institutions.

Table 2.11 Type of educational institution attended by children[83]

Type of educational institution

Number attending

Pre-school

258 394

Primary (government)

1 276 198

Primary (Catholic)

332 475

Primary (other non-government)

128 896

Secondary (government)

770 027

Secondary (Catholic)

247 421

Secondary (other non-government)

167 589

Technical or further education

67 718

University or other tertiary

61 545

Other

14 207

Total Attending Schools

3 324 470

Not stated

233 136

Not applicable/not attending

1 278 608

2.33 Of the 2 922 606 children enrolled in primary and secondary schools, 70% (2 046 225) were enrolled in government schools. Of children enrolled in non-government schools 66.2% (579 896) were in Catholic schools.[84]

2.34 School retention rates indicate the proportion of students who complete various levels of education. In 1995, 83% of all school students remained at school until Year 11 and 72% remained until Year 12.[85] The Year 12 retention rates vary by State and Territory, ranging from 42.7% in the Northern Territory to 91.1% in the ACT.[86] School retention rates also vary by socio-economic status. For example, in 1994, the Year 12 retention rate for students from families with a high socio-economic status was 79% compared to 65% for students from families with a low socio-economic status.[87]

2.35 On the whole, Indigenous children and young people are less likely to be attending an educational institution than non-Indigenous children and young people. The latest statistics available showed that only 44% of Indigenous young people aged 12 to 25 years were attending educational institutions in 1991 compared with 52% of all 12 to 25 year olds.[88] That same year, 55% of Indigenous 12 to 25 year olds who were attending an educational institution were attending a secondary school.[89] Of Indigenous children attending school most were attending government schools. In 1991, 89% of Indigenous children attending school were attending a government school.[90]

2.36 Indigenous young people are more likely to leave school at a younger age than non-Indigenous young people.[91] In 1991, one third of Indigenous young people aged 12 to 25 had left school at 15 years or younger, compared to 15% of all young people aged 12 to 25 years.[92] In 1994, only 31% of Indigenous 17 year olds and 6% of Indigenous 18 year olds were attending school.[93]

2.37 Children and young people from non-English speaking birthplaces appear to fare relatively well in education in comparison with the broader Australian population. In 1991, 60% of young people aged 12 to 25 from non-English-speaking birthplaces were attending educational institutions, with half of these at secondary schools.[94] Approximately, 36% of children from families headed by parent/s born in non-English speaking countries were attending a non-government school in 1991.[95] Young people from non-English speaking backgrounds were less likely to leave school early, with only 7% leaving school at 15 years or younger compared to 15% of the total population.[96]

2.38 Children living in rural and remote areas are less likely than city children to complete Year 12. In 1994, Year 12 completion rates for rural and remote students were 64% and 58% respectively, compared to 71% for urban students.[97]

2.39 In 1992, 1.8% of all Australian students were identified as having a disability.[98] Of these, approximately 29% were enrolled in special schools, 26% in special classes or units attached to primary and secondary schools and 44% in mainstream primary and secondary classes.[99] Most students with disabilities (83%) were enrolled in government schools. Of the remainder, 13% were enrolled in Catholic schools and 4% in other independent schools.[100] Students with disabilities constituted 2.1% and 1.1% of all schools enrolments in the government and non-government sectors respectively.[101]

2.40 Young people with a handicap or disability are up to 38 times more likely to have a low educational level.[102] In 1993, 82% of children with disabilities experienced schooling limitations.[103] The most frequently reported limitation related to difficulties experienced at school (80%), which included fitting-in socially or at sport, and hearing and sight problems.[104]

Children in employment

2.41 In 1995, 59.3% of all 15 to 19 year olds in Australia were considered to be in the labour force.[105] Of these young people, 32.2 % were working full time and 47% were in part-time employment.[106] These rates have changed significantly over the past 20 years. In 1975, although 58.7% of all 15 to 19 year olds were employed that year, the large majority (73.7%) were working full time.[107] This change can be attributed to the increasing number of young people remaining in full-time education at later ages.[108] These young people are less able to work full-time and more likely to work either part-time or not at all. In June 1996, 30.8% of students attending school full-time were also working.[109]

Table 2.12 Most common occupations of 15 to 19 year-olds (1995)[110]

Occupation

% of total employed youth aged 15-19

Salesperson/personal service worker

43.2

Labourer or labour-related worker

27.8

Tradesperson

14.6

Clerk

8.7

Plant and machine operator etc

2.5

Para-professional

1.5

Professional

1.2

Manager/administrator

0.4

Total employed youth

586 600

 

2.42 In 1995, the main industry employing young people was wholesale and retail trade (34.4%%), followed by recreation, personal and other services (13.6%), manufacturing (13%), finance, property and business services (10.9%) and community services (10.7%).[111] The average weekly earnings for young people aged 15 to 19 was $300 for those who were employed full-time.[112] Part-time employment provided 15 to 19 year olds with an average income of $95 per week.[113]

2.43 Indigenous young people are slightly less likely to be employed than the general youth population. Approximately 55% of all Indigenous 15 to 19 year olds were in the labour force in 1994.[114] Indigenous young people living in capital cities (36%) or in rural area (35%) were more likely to be employed than those in other urban centres (25%).[115]

2.44 Children from non-English speaking backgrounds also do less well in employment than the general population. In 1991, about one in three (32.3%) teenagers from non-English speaking backgrounds were unemployed, though unemployment was experienced by 23.1% of all 15 to 19 year olds in the work force.[116] In 1991 almost half (49.1%) the total population of 15 to 19 year olds and 54.8% of Indigenous teenagers were not in the labour force.[117] In comparison, 74.1% of teenagers from non-English speaking backgrounds were not in the labour force.[118]

[60] K Scott ‘Consumer kids: Winning the hearts, minds and $$$ of the next generation of consumers by understanding their behaviour’ Paper Marketing to Kids IIR Conference Sydney 24-25 July 1995, 10.

[61] Australian Association of National Advertisers IP Submission 132 quoting AMR Quantum Harris AMR Quantum Harris Youth Scan: General Report 1995 AMR Quantum Harris Victoria 1995.

[62] ibid.

[63] This included amounts spent on bus fares and school books: ibid.

[64] Australian Association of National Advertisers IP Submission 132 quoting McCann, Erickson & Small McCann Monitor McCann Information Service 1994.

[65] ibid.

[66] ibid.

[67] Australian Association of National Advertisers IP Submission 132 quoting AMR Quantum Harris AMR Quantum Harris Youth Scan: General Report 1995 AMR Quantum Harris Victoria 1995.

[68] Survey Question 15.

[69] Australian Association of National Advertisers IP Submission 132 quoting AMR Quantum Harris AMR Quantum Harris Youth Scan: General Report 1995 AMR Quantum Harris Victoria 1995.

[70] Survey Question 15.

[71] NYARS Young People and Consumer Credit (Summary) National Clearinghouse for Youth Studies Hobart 1991, 5.

[72] ibid. Overall, the results of the NYARS study showed the most common types of credit used by 15 to 25 year olds were credit cards (21%), personal loans (13%), store cards (10%) and company loans (4%). Girls were more likely to use credit cards to buy clothing and special things such as presents. Boys on the other hand were more likely to use credit to pay for entertainment, to access cash, and to pay for car service and petrol: id 7-8.

[73] Australian Association of National Advertisers IP Submission 132 quoting AMR Quantum Harris AMR Quantum Harris Youth Scan: General Report 1995 AMR Quantum Harris Victoria 1995.

[74] ibid.

[75] Australian Association of National Advertisers IP Submission 132 quoting AC Nielsen 1996 Australian Television Facts AC Nielsen Sydney 1996.

[76] AC Nielsen unpublished data prepared for the Inquiry 21 August 1997. This survey was of 1 031 young people nation-wide, conducted in May 1997. 461 of these young people had accessed the Internet and 316 had accessed it in the past month. The majority of young Internet users (62%) had accessed the Internet from school, college or university and 28% had done so from home.

[77] ibid.

[78] See Trade Practices Commission Survey of Consumer Opinion in Australia AGPS Canberra 1987, 22; Media Council of Australia IP Submission 42.

[79] ibid.

[80] Trade Practices Commission Disadvantaged Consumers: Survey of Consumer Opinion In Australia — A Supplementary Report AGPS Canberra 1987 1.

[81] id 2.

[82] ABS unpublished data prepared for the Inquiry 22 July 1997.

[83] ibid.

[84] The proportion of young people attending non-government schools tends to increase with increasing family income. Among households with school-aged children only 22% of those in the lowest income quintile and 14% in the second lowest income quintile had children attending non-government schools. In comparison, 41% of those in the highest income quintile had children attending non-government schools: ABS Australian Social Trends 1997 ABS Canberra 1997, 73.

[85] ABS Yearbook Australia 1997 ABS Canberra 1997, 234.

[86] id 239.

[87] House of Representatives Standing Committee on Employment, Education and Training Report of the Inquiry into Truancy and Exclusion of Children and Young People from School AGPS Canberra 1996, 2.

[88] In 1991 there were 79 600 Aboriginal and Torres Strait Islander people aged 12 to 25 living in Australia: ABS & NYARS Australia’s Young People ABS Canberra 1993, 48.

[89] ibid.

[90] ABS Focus on Families: Education and Employment ABS Canberra 1994, 16.

[91] ABS & NYARS Australia’s Young People ABS Canberra 1993, 51.

[92] ibid.

[93] ABS 1994 National Aboriginal and Torres Strait Islander Survey: Australia’s Indigenous Youth ABS Canberra 1996, 13.

[94] In 1991, there were 329 700 young people aged 12 to 25 from non-English speaking backgrounds living in Australia: ABS & NYARS Australia’s Young People ABS Canberra 1993, 48.

[95] ABS Focus on Families: Education and Employment ABS Canberra 1994, 16.

[96] ABS & NYARS Australia’s Young People ABS Canberra 1993, 51.

[97] House of Representatives Standing Committee on Employment, Education and Training Report of the Inquiry into Truancy and Exclusion of Children and Young People from School AGPS Canberra 1996, 2.

[98] P Boss et al (eds) Profile of Young Australians Churchill Livingstone Melbourne 1995, 253.

[99] ibid.

[100] ibid.

[101] ibid.

[102] Defence for Children International Australia’s Promises to Children: The Alternative Report Defence for Children International Canberra 1996, 24.

[103] ABS Focus on Families: Education and Employment ABS Canberra 1994, 17.

[104] ibid.

[105] ABS Australian Social Trends 1996 ABS Canberra 1996, 97.

[106] ibid.

[107] ibid.

[108] ibid.

[109] Dept of Employment, Education, Training and Youth Affairs (DEETYA) Annual Report 1995-96 AGPS Canberra 1996, 12.

[110] ABS Australian Social Trends 1996 ABS Canberra 1996, 99.

[111] ibid.

[112] id 121.

[113] ibid.

[114] ABS 1994 National Aboriginal and Torres Strait Islander Survey: Australia’s Indigenous Youth ABS Canberra 1996, 17.

[115] ibid.

[116] P Boss et al (eds) Profile of Young Australians Churchill Livingstone Melbourne 1995, 284.

[117] ibid.

[118] ibid.