To read the full version of this content please select one of the options below:

Children And The Internet

Barbie Clarke (NOP Ludgate House 245 Blackfriars Road London SE1 9UL, UK)

International Journal of Advertising and Marketing to Children

ISSN: 1464-6676

Article publication date: 1 February 2000

Abstract

There are now 3.6 million Internet users aged 7–16 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 on‐line 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 October/November. A nationally representative sample of children aged 7–16 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 7–8, 9–10, 11–12, 13–14. 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.

Keywords

Citation

Clarke, B. (2000), "Children And The Internet", International Journal of Advertising and Marketing to Children, Vol. 2 No. 1, pp. 71-75. https://doi.org/10.1108/eb027638

Publisher

:

MCB UP Ltd

Copyright © 2000, MCB UP Limited