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UK Kids and Teens: Hyperconnected Youth
eMarketer, Nov 2008, Pages: 13
Kids and teens in the UK are developing complex media habits, shifting rapidly among different channels and multiple devices. In order to reach them, marketers cannot rely on simple, old-style media plans and traditional platforms.
The UK Kids and Teens report analyzes the behavior of users who are growing up in a fast-moving world of instant communications that their parents once only dreamed about.
Amazingly, most UK children are online.
The Office of Communications (Ofcom) found that 65% of kids ages 8 to 11 had Internet access at home in 2007. Among children ages 12 to 15, the percentage rose to 75%.
In addition, most young people in the UK are attached (almost literally) to their mobile phones, and spend hours sending SMS texts, photos and other personal content to their friends. Their increasingly complex media usage requires increasingly sophisticated media responses from marketers.
Key questions the eMarketer 'UK Kids and Teens' report answers:
- How many UK children and teens have Internet access at home?
- How many have mobile phones?
- How does kids' media behavior differ from adults?
- What part does the Web play in kids' media consumption?
- What are the favorite activities of young people online in the UK?
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