INTERNET USE: Kids flock to the web

The new research from Nielsen//NetRatings says the UK has more children online than any other European country and has seen the most dramatic growth in the under-18 online population this year, with a 58% jump in numbers. The overall European growth rate for children was 27%. Younger children - the under-12s - are joining the online community faster than older children in most European countries.

Source: Nielsen//NetRatings quarter ending Aug 02- quarter ending Aug 03 combined data UK, France, Germany, Italy; at home data Sweden, Switzerland, Spain, Netherlands

"As the internet matures, the demographic profile of users moves closer to the European population as a whole," said Nielsen's Tom Ewing. "What we're seeing now is families using the internet more. It's likely that this is linked with the growth of broadband access - perhaps when they're not paying for access by the minute, parents are likely to let children use and explore the web more."

In sites with a higher than average audience of the under 18's, several sites have emerged which draw high proportions of their audiences from this demographic. For instance, the under-18s contribution to file-sharing giant Kazaa is disproportionate to their level in the online population as a whole. Mobile phone sites and online kids' communities like NeoPets also make attractive targets for advertisers wanting to reach children.

Source: Nielsen//NetRatings monthly data for Aug 03

"Currently the majority of sites with a large under-18 audience are aiming at teenagers," commented Ewing. "But it's the under-12s that are the fastest growing internet sector, and any sites which they enjoy and which their parents trust are in a position to grow very strongly over the next 12 months."

24 September 2003:

26 September 2003:



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