UKNM: Re: Kids

[Gary Pharo]

> Does any one know of a company that researches into kids on-line - their <

> habits, the whys and the wherefores? <


We recently produced a document on this for our clients, from research done

in The States, by Business2.0. I don't have a soft copy of this, but would

be happy to forward a lovely (!) colourful printed sheet if you wish. It

covers time on line, money spent etc.


Drop me a line off-list if you would like a copy.


Also you might be interested in this PDF and the following snippet, which

would suggest that Jupiter may be worth a visit on this although it is US

centric!!:


http://www.business2.com/articles/1999/05/pdf/e-biz-1.pdf



Technology research firm Jupiter Communications, at its annual Digital Kids

conference here, projected that kids aged 5 to 12, and teen-agers would

spend $1.3 billion online in 2002. Of the total, it said, the younger group

would account for $100 million in spending.


In a survey of 600 teens and kids, Jupiter found that 67 percent of teens

and 37 percent of kids have made online purchases.


"Today's kids are sophisticated and see the Internet as a preferred tool for

information gathering; commerce is a natural progression," said Anya

Sacharow, an analyst with Jupiter.


"Instead of grabbing parents' coat sleeves, today's digital kids ask parents

for credit card numbers and buy products online."


With 8.6 million kids and 8.4 million teens currently online, the study also

found that marketers have been shifting their strategies for advertising to

kids from passive approaches to more actively targeted strategies. This in

turn has raised concern among parents.


Kids and teens are the two largest growth sectors of the Internet

population, Jupiter said, but they will directly account for less than 5

percent of the online shopping revenues in 2002.


Gary Pharo

Sales Manager

Commtouch (UK), Ltd.

Phone    +44 (0)207 969 2922

www.commtouch.com

Email is our business



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