Looks at the relationship between children and technology, based on a telephone survey in 2003 by Child’s Play Communications and Insight Research Group, both of New York City. Finds that the large amount of time that many youngsters spend with rapidly changing technology options is not the negative that many parents believe: it lets them master new skills, develop their identities, and make new friends. Lists the types of technology most often found in homes or backpacks, breaking these findings down by age and sex, and exploring what they gained from these activities. Shows how this research can be used by marketers to communicate with these important audiences: since television, VCRs, PCs, the Internet and video game equipment are the most used options, these will be the best vehicles for conveying product messages.
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