With the subject of children and their media consumption always a hot topic for discussion, we decided to take a look at how the consumption habits of children are looking in more recent times. We carried out a variety of research approaches, including a survey and 3rd party research resources. I've provided a brief summary of the results below - if you'd like to know more, please drop us an email and we will send you the full research report.
Firstly, we took a look at the different types of media that children consume. Unsurprisingly, the 12-16 age groups showed the highest percentage of media consumption across all types of media. What was more interesting however, was the prevalence of the 5-7 age group as major consumers of television, games consoles and computers - with a higher percentage in the 5-7 age group than the 8-11 across the three activities. Mobile phone usage increases significantly with age, as would be expected, with close to 100% penetration amongst the 12-16 year olds. Television still achieves the highest penetration with close to 100% consumption across each age group, leaving us to wonder - what damage / good does TV advertising do to our children, given the high levels of exposure? A question for another time!
Mobile phone usage was an interesting one, with the most popular activity a mobile being used for across both the 5-7 and 8-11 age groups being games. It is not until the children reach the 12-16 age group, that we really see the social uses of the mobile phone emerge, with this age group showing heavier use for both calls and texting, accountable for 2/3 of usage, with games, video and music making up the remaining 1/3.
Online consumption results mirrored many recent research reports, with social networking sites such as Facebook and Bebo showing strong prevalence in both the 8-11 and 12-16 age groups, despite the minimum age for members of 13 years. YouTube was popular across the age groups, with many of the younger age group's online usage being largely parent-led and linked to television consumption - being driven to websites for TV channels such as CBeebies, Disney etc.
With complete digital media immersion clearly a way of life for the younger generations, an increasing number of exciting opportunities to engage with our target audiences will emerge. Improved targeting, niche campaigns, increased return on investment and better audience conversations will all be possible for brands that embrace a truly integrated approach, accepting digital not simply as another channel, but as marketing itself.
Jocelyn Kirby
Marketing & Business Development Manager
Twitter @JocelynKirby
Research carried out by:
Laura Hannan
Twitter @bluhalolaura
Showing posts with label children. Show all posts
Showing posts with label children. Show all posts
Tuesday, 8 June 2010
Thursday, 8 January 2009
Web Design for Children
One of the brilliant things about the web is that it really is for everyone, and that includes people of all ages.
Most parents at some point experience the feeling of amazement when they see just how easily and well their children are able to interact with technology – this is often also accompanied by (quite valid) feelings of fear and trepidation. What makes children so good with technology is the fantastic ability to learn and that keenness to explore. Many companies want to take steps to service and interact with the youngest sections of the population – but exactly what does that entail?
Ethics
The most important thing to consider at the outset of any project involving children is the ethics of it, especially online. It is key to ensure the project can never have a negative effect on the children using the service – aside from the ethics; it wouldn’t bode well for brand reputation! Consideration has to be given across a whole range of issues, from the type of information available to any communication between the users and owners, or indeed between the users themselves. This can be achieved by ensuring that stringent checks are made at all levels, providing additional tools to administrators, creating additional information content for parents/teachers and utilizing legal teams to ensure compliance with all relevant laws. Security is an important consideration for any web site; when they involve children in some way, even more care should be implemented and certainly no shortcuts can be taken.
For older children, sites can start to include more sophisticated (in comparison to parent supported users) user features such as allowing the users to earn points and compare themselves with other users, or directly interact with each other. Ethical guidelines should of course still be applied at this user level and enhanced security must still be applied here. Older children may have more experience, but they are still vulnerable and it is critical to ensure that children of any age do not have a negative experience or get exposed to potential dangers when using the website.
User Experience (UX) - take nothing for granted
When it comes to the design, a great deal of consideration has to be given to just how children will be interacting with it, for very young children this may be the first website that they use. This means that nothing can be assumed about the user’s knowledge, when areas like navigation are considered this becomes very apparent. It can generally be assumed that with an average user, they will look for a menu system in order to navigate the site, with younger children this cannot be taken for granted, so the design and functionality of the site must ensure that the website takes the user on an easy to follow visual journey.
Engagement - don't forget the parent!
Often websites for very young children will aim not to be used by the child alone, but assisted by a parent. With these sites it is equally important to consider the engagement of adult users, and ensure that the process is interesting, not excessively repetitive, of educational value and of interest to the child, so that the adults feel happy to use the website with their child many times. Features such as repetitive music that a child may be totally happy with for hours on end, may make a parent yearn for ear plugs after just a few minutes!
Education, education, education
Websites for children also have a responsibility to be educational and even at very basic levels, it must be remembered that any information on the website might be the user’s first experience of the subject. This responsibility must always be taken seriously, and wherever there are recommended standards, the appropriate groups and organisations should be contacted for additional information.
Websites such as CEOP and Kidsmart are good places to start research. Documents such as the CEOP Charter are produced so that consistent approach and standards are used. It must also be borne in mind that the website may well become a reference for children that they will use frequently. In which case, it is important to ensure that information is accurate and kept up to date.
Ensure it's useful
Information should also be useful – both to parents and children – either for having fun or achieving practical goals. Parents will be especially keen on sites that encourage the child to be creative, communicate, learn and question. By presenting information that gives a parent a way of re-enforcing and supporting the life lessons they are trying to educate their children with, the parents will be much more receptive to the brand being presented. This information could also take the form of content that parents can download. Some great examples of this are downloadable party invitations, Christmas cards, colouring and drawing exercises. Again this interaction with both the child and the parent helps to encourage frequent use and great brand awareness.
A great many websites interact with younger users very successfully, improving their status within the community and helping to contribute in a positive way to the education and development of children all over the world.
Whilst website projects with children have to be approached with great care, they result in very positive experiences for everyone involved – being involved with a project that makes a real contribution to the happiness, education and development of children is a highly rewarding experience for all involved.
David C
Programmer
Most parents at some point experience the feeling of amazement when they see just how easily and well their children are able to interact with technology – this is often also accompanied by (quite valid) feelings of fear and trepidation. What makes children so good with technology is the fantastic ability to learn and that keenness to explore. Many companies want to take steps to service and interact with the youngest sections of the population – but exactly what does that entail?
Ethics
The most important thing to consider at the outset of any project involving children is the ethics of it, especially online. It is key to ensure the project can never have a negative effect on the children using the service – aside from the ethics; it wouldn’t bode well for brand reputation! Consideration has to be given across a whole range of issues, from the type of information available to any communication between the users and owners, or indeed between the users themselves. This can be achieved by ensuring that stringent checks are made at all levels, providing additional tools to administrators, creating additional information content for parents/teachers and utilizing legal teams to ensure compliance with all relevant laws. Security is an important consideration for any web site; when they involve children in some way, even more care should be implemented and certainly no shortcuts can be taken.
For older children, sites can start to include more sophisticated (in comparison to parent supported users) user features such as allowing the users to earn points and compare themselves with other users, or directly interact with each other. Ethical guidelines should of course still be applied at this user level and enhanced security must still be applied here. Older children may have more experience, but they are still vulnerable and it is critical to ensure that children of any age do not have a negative experience or get exposed to potential dangers when using the website.
User Experience (UX) - take nothing for granted
When it comes to the design, a great deal of consideration has to be given to just how children will be interacting with it, for very young children this may be the first website that they use. This means that nothing can be assumed about the user’s knowledge, when areas like navigation are considered this becomes very apparent. It can generally be assumed that with an average user, they will look for a menu system in order to navigate the site, with younger children this cannot be taken for granted, so the design and functionality of the site must ensure that the website takes the user on an easy to follow visual journey.
Engagement - don't forget the parent!
Often websites for very young children will aim not to be used by the child alone, but assisted by a parent. With these sites it is equally important to consider the engagement of adult users, and ensure that the process is interesting, not excessively repetitive, of educational value and of interest to the child, so that the adults feel happy to use the website with their child many times. Features such as repetitive music that a child may be totally happy with for hours on end, may make a parent yearn for ear plugs after just a few minutes!
Education, education, education
Websites for children also have a responsibility to be educational and even at very basic levels, it must be remembered that any information on the website might be the user’s first experience of the subject. This responsibility must always be taken seriously, and wherever there are recommended standards, the appropriate groups and organisations should be contacted for additional information.
Websites such as CEOP and Kidsmart are good places to start research. Documents such as the CEOP Charter are produced so that consistent approach and standards are used. It must also be borne in mind that the website may well become a reference for children that they will use frequently. In which case, it is important to ensure that information is accurate and kept up to date.
Ensure it's useful
Information should also be useful – both to parents and children – either for having fun or achieving practical goals. Parents will be especially keen on sites that encourage the child to be creative, communicate, learn and question. By presenting information that gives a parent a way of re-enforcing and supporting the life lessons they are trying to educate their children with, the parents will be much more receptive to the brand being presented. This information could also take the form of content that parents can download. Some great examples of this are downloadable party invitations, Christmas cards, colouring and drawing exercises. Again this interaction with both the child and the parent helps to encourage frequent use and great brand awareness.
A great many websites interact with younger users very successfully, improving their status within the community and helping to contribute in a positive way to the education and development of children all over the world.
Whilst website projects with children have to be approached with great care, they result in very positive experiences for everyone involved – being involved with a project that makes a real contribution to the happiness, education and development of children is a highly rewarding experience for all involved.
David C
Programmer
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