n its first-ever survey of American kids in the age group 6-11 years, Mediamark Research Inc (MRI) has revealed their consumer behaviour perspectives including magazine readership, multimedia and product usage, lifestyles, and the things that they think of.
MRI surveyed 5,400 children during the period March-August 2005. Interestingly, the 2005 American Kids Study also included the opinions of adults. One parent/guardian per household received a separate questionnaire to evaluate how the interaction between the parent and the child had an impact on media and purchase behaviour. This data has not yet been released.
According to the study, during the survey period more than half of the 6-11 age group (59 per cent) went online in the last 30 days, while 8.1 per cent went online every day. More than 42 per cent of the respondents played games online, while 23.1 per cent "Did stuff for school/homework." More girls than boys (13.6 vs. 7.6 per cent) used e-mail, and just 2.6 per cent of all respondents visited chat rooms.... more