Profile of Kids in Grades 4-5
A significant number of kids in Grades 4-5 have their own access to the Net, and they make good use of it.
- Just under one-quarter (24 per cent) of kids in this age group have their own computer with an Internet connection, and half of those computers (13 per cent) have a Webcam attached.
- About one-third (31 per cent) have their own MP3 player.
On an average school day, most kids this age who are on the Net are playing games (88 per cent) and doing homework (57 per cent). A surprising number are also making use of the Net for self-expression and learning.
- Over half (51 per cent) turn to the Internet to explore personal interests on an average school day.
- One-quarter (24 per cent) have their own Web site where they can express themselves, and one-tenth (13 per cent) write an online diary or Weblog.
A significant number are also already participating in activities that are common with teens.
- 36 per cent chat with friends on instant messaging.
- 45 per cent download or listen to music online.
Girls are twice as likely as boys to turn to instant messaging if they have an hour or two to spend on the Net, but both girls and boys express an interest in Web sites frequented by teens. The five favourite Web sites for this age group are:
- Miniclip
- Neopets
- Addicting Games
- YTV
- Family Channel
- Miniclip and Addicting Games are general audience gaming sites that are popular with older kids. Both sites make the top five list for all age groups.
- Television also drives kids in this age group to the Net, although less so than in 2001, when the top three sites were TV sites.
Kids this age are also drawn to commercial sites that embed branded content into funky, high-end playgrounds.
- Neopets is extremely popular, especially with girls. On this site, kids create virtual pets, and then use Neopoints to purchase pet food and toys. Kids earn Neopoints by filling out detailed market research surveys, and the site embeds branded content in its games and activities.
- Neopets is not alone in its branded content. Just under half (45 per cent) of the top 20 sites for this age group feature branded content, including products by Disney, Barbie and Lifesavers candy.
The commercialization of kids’ playgrounds is problematic because kids this age are unaware of it.
- 81 per cent of the kids in this age group who play product-centred games say these games are “just games,” not advertisements.
