08-05-08

Kids online

The study, "Like Taking Candy from a Baby: How Young Children Interact with Online Environments," used ethnographic methods and focused on young children, ages 2½ to 8.

For the study, parents in 10 families used video cameras to keep journals, providing insights into the way children use sites such as Club Penguin, Webkinz, Nick Jr., Barbie.com and others. Footage from those journals, which can be viewed here, illustrates how young children respond to advertising and marketing tactics online.

The study's key findings:

  • Even the very young go online.
  • The Internet is a highly commercial medium.
  • Web sites frequently tantalize children, presenting enticing options and even threats that their online creations will become inaccessible unless a purchase is made.
  • Most of the sites observed promote the idea of consumerism.
  • Logos and brand names are ubiquitous.
  • Subtle branding techniques are frequently used.
  • The games observed vary widely in quality, in educational value, and in their developmental match with children's abilities.

2,5-online

The report is written by Warren Buckleitner, Ph.D., an adviser to Consumer Reports WebWatch.

Read more about this study.

09:58 Gepost door Barbara Dessers in Business | Permalink | Commentaren (0) | Tags: onderzoek, advertising |  Facebook |

De commentaren zijn gesloten.