Digital Kids NSAA Panel Preview

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Digital KidsNSAA Panel - Preview

• NSAA ConferenceMay, 2003

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KN/SRI Youth Research

• The Home Technology Monitor
• How Children Use Media Technology (8-17)
• MultiMedia Mentor (12-17)
• Childrens Radio Listening Radio Disney (6-11)
• Children and Sports Media (8-17)
• Other KN/SRI syndicated research (12-17)

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Technology Homes with kids
Source HTM Spring 2003 Ownership Report
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Media tech in childrens room
Source HCUMT 2001 Report
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Internet first in mind
Choice of one medium
Source HCUMT 2001 Report
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but not in deed
Past week use of medium
Source HCUMT 2001 Report
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Cross-media drivers

• Among Internet users
• Web site visits prompted by TV ads
• 30 weekly
• Boys 38, girls 21
• Web site visits prompted by radio ads
• 17 weekly

Source HCUMT 2001 Report
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Rules on media use

• Radio Content, behavior
• TV Time, behavior
• Internet Time, content

Source HCUMT 2001 Report
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Decisions about media use TV

• Guide choices a lot
• Adults 19
• Siblings 14
• Friends 10

Source HCUMT 2001 Report
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Decisions about media use Web sites

• Guide choices a lot
• Adults 29
• Friends 19
• Siblings 8

Source HCUMT 2001 Report
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Seasonality

• 2000 study summer holiday (August)
• 2001 study school time (November)
• Homework as a reason for media use
• Schoolwork as an other activity
• Restrictions on media use due to school
• Teachers recommend Web sites
• Shift in TV use from daytime to evening

Source HCUMT 2001 Report
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MultiMedia Mentor Teens Use
Share of Daily Media Time
Source MultiMedia Mentor
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MultiMedia Mentor Teens use
Using TV and Internet Simultaneously by Daypart
Source MultiMedia Mentor
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Skiing Teens Internet Use
Source KN Research Panel age 13 to 17
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Skiing Teens Tech in the Home
Source KN Research Panel age 13 to 17
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Skiing Teens Demos
Source KN Research Panel age 13 to 17
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Observations on children/youth research

• A diary completed by parents alone is generally
  not a reliable source of information about
  childrens activities
• Childrens lifestyles research has shown that
  many children have 3 or more caretakers during a
  day
• Parents, teachers, caretakers, etc.
• Need to talk to the children

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Other issues

• Childrens perception of time / money
• Parental consent
• Aligning parents and childrens hectic schedules
  for interview
• Interviewer training
• Government regulations

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THANK YOU

• Questions? Please contact
• David Tice
• VP, Client Service
• Knowledge Networks/SRI
• 908-497-8075
• dtice_at_knowledgenetworks.com