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Children And The Internet

Children And The Internet There are now 3.6 million Internet users aged 716 in the UK. Over half of all children, 51, now have access to the Internet in school or at home, a massive leap from 31 just over a year ago. Although there are more boys online than girls, the gap is narrowing with 54 of boys, and 48 of girls using the Internet now, compared to 49 of boys, and just 39 of girls six months ago. NOP Family's latest wave of kids.net research shows that the Internet is now becoming an important marketing tool for any organisation that wants to market to children. The research, which aims to measure children's use of the Internet in school and at home, was conducted last OctoberNovember. A nationally representative sample of children aged 716 were interviewed for the study. 2001 face to face interviews were carried out in children's homes, and focus groups were held with boys and girls aged 78, 910, 1112, 1314. The study is now an established syndicated tracking study carried out every six months with 18 clients taking part from broadcasting, the media, advertising, fmcg, government, financial services, and .com companies and organisations. The DfEE has been a sponsor from the beginning, and has given NOP Family some useful input into the structure of the study. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Advertising and Marketing to Children Emerald Publishing

Children And The Internet

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6676
DOI
10.1108/eb027638
Publisher site
See Article on Publisher Site

Abstract

There are now 3.6 million Internet users aged 716 in the UK. Over half of all children, 51, now have access to the Internet in school or at home, a massive leap from 31 just over a year ago. Although there are more boys online than girls, the gap is narrowing with 54 of boys, and 48 of girls using the Internet now, compared to 49 of boys, and just 39 of girls six months ago. NOP Family's latest wave of kids.net research shows that the Internet is now becoming an important marketing tool for any organisation that wants to market to children. The research, which aims to measure children's use of the Internet in school and at home, was conducted last OctoberNovember. A nationally representative sample of children aged 716 were interviewed for the study. 2001 face to face interviews were carried out in children's homes, and focus groups were held with boys and girls aged 78, 910, 1112, 1314. The study is now an established syndicated tracking study carried out every six months with 18 clients taking part from broadcasting, the media, advertising, fmcg, government, financial services, and .com companies and organisations. The DfEE has been a sponsor from the beginning, and has given NOP Family some useful input into the structure of the study.

Journal

International Journal of Advertising and Marketing to Children – Emerald Publishing

Published: Feb 1, 2000

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