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Kids and Teens: Blurring the Line Between Online and OfflinePublished by: eMarketer Published: Oct. 1, 2005 - 25 Pages Table of ContentsImpetus US Child and Teen Internet Users, 2005 (in millions and as a % of total population of each group) Overview Issues & Questions The eMarketer Outlook Implications for Your Business A. Online Demographics US Child and Teen Internet Users, 2005 (in millions and as a % of total) US Teen Internet Users, 2003-2008 (in millions and as a % of total population ages 12-17) US Child Internet Users, 2003-2008 (in millions and as a % of total population ages 3-11) Comparative Estimates: US Teen Internet Users, 2004 & 2005 (in millions and as a % of total population ages 12-17) Age Internet Use among US Students, by Grade Level, 2003 (as a % of respondents in each group) Demographic Profile of US Teens Who Go Online, October-November 2004 (as a % of respondents in each group) US Children and Teens Living in Households with Computers and/or Internet Access, by Age of Children, 2004 (as a % of respondents) Technology that US Kids and Teens Personally Own or Have in Their Room, by Age, 2004 (as a % of respondents) Gender Computer and Internet Activities of Kids and Teens Ages 8-18, by Gender, 2004 (as a % of respondents*) Online Activities of US Teen Internet Users, by Gender, October-November 2004 (as a % of respondents in each group) Top 10 Sites Most Visited by Teen Boys, Ranked by Audience Composition, June 2005 Most Visited Sites among US Teen Girls, Ranked by Audience Composition, June 2005 Average Time Spent Online by US Child and Teen Internet Users, by Gender and Online Activity, 2004 (in hours:minutes per day) Race/Ethnicity Computer and Internet Usage among US Children and Teens, by Race/Ethnicity, 2004 (as a % of respondents) US Parents and Adults Who Go Online, October-November 2004 (as a % of respondents in each group) US Teens and Parents of Teens Who Go Online, by Race/Ethnicity, October-November 2004 (as a % of respondents in each group) Access Location US Teens Who Access the Internet from Home*, by Gender, January-September 2004 (as a % of respondents in each group) US Teen Internet Users, by Access Location, October-November 2004 (as a % of respondents) US Child and Teen Internet Users, by Access Location*, 2004 (as a % of respondents) B. The Internet: "Like Electricity" US Teens' Perception of Internet Usage among People They Know, October-November 2004 (as a % of respondents) Teens and Broadband US Teen Internet Users, by Access Technology, June 2005 (in thousands) Comparative Estimates: US Teen Internet Users Who Access the Internet via Broadband, 2004 & 2005 (as a % of respondents) Internet Users in the US that Live in Broadband Households, by Household Type, October 2003 (as a % of respondents) US Children and Teens with Internet Access at Home, by Access Technology, 2004 (as a % of respondents) US Teen Internet Users Who Use Broadband to Access the Internet, by Gender, January-September 2004 (as a % of respondents in each group) Internet Usage Patterns US Teen and Young Adult Internet Users Who Say They Spend More Time on the Internet Compared to a Year Ago, April 2005 (as a % of respondents) Average Time Spent Online by US Child and Teen Internet Users, by Age and Online Activity, 2004 (in hours:minutes per day) Frequency of Going Online according to US Teen Internet Users, October-November 2004 (as a % of respondents) More and More Media Ownership of Select Consumer Electronics among US Teens, by Age, December 2004 (as a % of respondents) Technology that US Kids and Teens Personally Own or Have in Their Room, 2002-2004 (as a % of respondents) Media that US Children and Teens Use on a Typical Day, 2004 (as a % of respondents) Types of Media/Electronic Devices that US Children and Teens Have in Their Bedroom, 1999 & 2004 (as a % of respondents) US Teens with Their Own TV or Internet Access in Their Bedroom, January-February 2005 (as a % of respondents) Multi-tasking Proportion of Media Multi-Tasking among US Children and Teens, by Age and Gender, 2004 (in hours:minutes of media exposure and media use) Media Exposure of US Children and Teens, 1999 & 2004 (in hours and minutes) US Children and Teens Grades 7-11 Who Multi-Task While Using Select Media, 2004 (as a % of respondents) US Teens Who Multi-Task When Online, by Gender, 2004 (as a % of respondents in each group) C. Communicating Virtually Instant Messaging vs. E-mail Instant Messaging Usage among US Adult and Teen Internet Users, 2004 (as a % of respondents in each group) IM Users* in the US, by Age, 2004 (as a % of respondents in each group) Demographic Profile of US Teen Internet Users Who Use Instant Messaging, October-November 2004 (as a % of respondents in each group) Demographic Profile of US Teen Internet Users Who Use E-Mail, October-November 2004 (as a % of respondents in each group) US Teens* Who Use E-Mail and Instant Messaging Every Day, 2004 (as a % of respondents) Online Activities of US Teens, 2004 (as a % of respondents) US Teen Internet Users' Preferred Communication Tool for Written Communication with Friends, October-November 2004 (as a % of respondents) Frequency of Instant Messaging Usage according to US Teen Internet Users, 2000 & 2004 (as a % of respondents) Blogging Young Adult Users of LiveJournal, by Age, August 2005 Mobile Phones Demographic Profile of US Teen Mobile Phone Owners, October-November 2004 (as a % of respondents in each group) US Teenage Cellphone Users, by Frequency, 2004 (as a % of respondents) Mobile Phone Ownership among US Teens, by Age, 2002 & 2004 (as a % of respondents) Media that US Consumers Would Give up First*, by Age, March 2005-June 2005 (as a % of respondents) Texting: WIIFM?* Demographic Profile of US Teens Who Use Text Messaging, October-November 2004 (as a % of respondents in each group) Mobile Content Desired Mobile Phone Features among US Teens, 2005 (as a % of respondents) US Mobile Phone Owners Who Have Downloaded Ring Tones, by Age, 2005 (as a % of respondents in each group) US Online Consumers* Interested** in Select Mobile Broadband Services, March 2005 (as a % of respondents) Mobile Phone Services on which US Teens Would Spend Additional Money, 2005 (as a % of respondents*) D. Shopping: Beyond the Mall Internet-Influenced Spending* among US Youth, by Age, July 2004 Frequency with which US Teens* Research Products and Services Online, by Gender, August 2004 (as a % of respondents in each group) Online Shopping Behavior of US Teens, by Gender, January-September 2004 (as a % of total) US Teens Who Are Online Buyers*, by Age, 2004 (as a % of respondents in each group) Top 15 Retail Properties, Ranked by Composition of US Visitors Ages 13-17, January 2005 (in thousands of unique visitors and % composition) E. Marketing to the Always-Connected Teen Demographic Audiences that US Marketers Believe Are Most Receptive to Digitally Driven Promotional Campaigns, 2004 (as a % of respondents) Broadband Video Immersive Environments Mobile Marketing Instant Messaging Related Information Suggested Keywords for eStat Database Contact AbstractAttention: Marketers, Advertising Agencies, Retailers and Online Content, News, Entertainment, Gaming and Portal Sites.The Kids and Teens report focuses on the first totally wired generation and how it is changing the ways our entire society communicates and consumes media, markets and advertises. Already, nearly three-quarters of teens 12-17 and 39% of kids 3-11 use the Internet. For them, and particularly for teens, there is increasingly less separation of online and offline. "Going on the Internet" is ceasing to be something special and unique simply because it's always there. Teens are immersed in the "digital" lifestyle and yet sometimes it's like they're using the SparkNotes version of media, dipping in just enough to get what they need and then moving on to something else. And it's not just their media that's fragmented, it's their whole world. Life for today's teens resembles one of the ubiquitous teen blogs: random, breathless and intensely personal. The first reaction from marketers is to engrain themselves in kids' interactive lives. Youth marketing is flush with online product placements, sponsored games and ringtone promotions. It's always been challenging to market to teens, whose notion of cool can change at the drop of a Von Dutch hat. But today's wired teens are already more sophisticated, demanding and powerful consumers than their parents were. Tomorrow's teens will be even more so. Key questions the Kids and Teens report addresses:
The Kids and Teens Report aggregates the latest data from leading researchers—CTIA, DoC, Kaiser Family Foundation, Nielsen//NetRatings, NOP, Ovum, Pew Internet and American Life, Taylor Research, WPP Group and others—with a wealth of eMarketer numbers, projections and analysis to give you the up-to-date information you need to make smart, savvy business decisions. Get Full Details About This Report >> |
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