| Introduction |
| Tips on Using This Report |
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| Executive Summary |
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| Chapter 1: Household Computer and Internet Characteristics |
| Summary of Findings |
| 1a |
Growth in Household Computer Ownership |
| 1b |
Number of Computers per Household |
| 1c |
Children’s Computer Use, Main Uses |
| 1d |
Growth in Internet Use by Households, Parents |
| 1e |
Growth in Internet Use by Children |
| 1f |
Types of Household Internet Access |
| 1g |
Household Phone Line Concentrations |
| 1h |
Key Business Implications |
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| Chapter 2: What Children Do Online From Home |
| Summary of Findings |
| 2a |
Frequency and Duration of Use |
| 2b |
General Online Activities |
| 2c |
Specific Online Activities |
| 2d |
Personal Websites |
| 2e |
Using the Internet with Others |
| 2f |
Attitudes about/Changes in Home Time Online |
| 2g |
Key Business Implications |
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| Chapter 3: What Children Like and How They Find It |
| Summary of Findings |
| 3a |
Number of Websites Visited |
| 3b |
Propensities to Visit New Sites |
| 3c |
Learning about New Websites |
| 3d |
Favorite Site Types, Favorite Sites |
| 3e |
Reach of Major Sites and Site Families |
| 3f |
Website Features Liked and Disliked |
| 3g |
Feature Desires / Reality Disconnects |
| 3h |
Dynamics of Child-to-Child Viral Marketing |
| 3i |
Key Business Implications |
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| Chapter 4: The Parental Role in Children’s Online Use |
| Summary of Findings |
| 4a |
Parents’ Time Online, Online Activities |
| 4b |
Parental Presence, Keyboard Control |
| 4c |
Parents’ Knowledge about What Children Do Online |
| 4d |
Parental Influence |
| 4e |
Parents’ Satisfaction with Their Child’s Online Use |
| 4f |
Parental Concerns, Restrictions, View of Their Role |
| 4g |
Reasons Parents Recommend Sites, Top Turnoffs |
| 4h |
Parents, Children Attitudes about Parental Involvement |
| 4i |
Key Business Implications |
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| Chapter 5: What Children Do Online at School |
| Summary of Findings |
| 5a |
Frequency and Duration of Use |
| 5b |
Internet Access Locations at School |
| 5c |
Connection Speed |
| 5d |
Type of Computer Used |
| 5e |
Subjects for which Children Use the Internet in School |
| 5f |
Websites Children Visit in School |
| 5g |
Filtering Software |
| 5h |
Evaluation of Teacher Knowledge and School Applications |
| 5i |
Satisfaction with School Internet Use |
| 5j |
Key Business Implications |
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| Chapter 6: The School-Home Connection |
| Summary of Findings |
| 6a |
School Impacts on General Home Internet, Technology Use |
| 6b |
School-Related Online Activities at Home |
| 6c |
Internet Homework Subjects, Impact on Homework |
| 6d |
School Websites |
| 6e |
The Home to School Connection |
| 6f |
Key Business Implications |
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| Chapter 7: Digital Games and Music |
| Summary of Findings |
| 7a |
Game Systems Used and Frequency |
| 7b |
Online Games Played and Frequency |
| 7c |
Game Features Liked and Disliked |
| 7d |
Technographics and Psychographics of Heavy Video Game Users |
| 7e |
Kinds of Music Listened To |
| 7f |
Music-Related Online Activities |
| 7g |
MP3 Player Ownership and Use |
| 7h |
Music Website Features |
| 7i |
Key Business Implications |
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| Chapter 8: Business Models and E-Commerce |
| Summary of Findings |
| 8a |
Parent Product Searching Online |
| 8b |
Parent Product Purchasing |
| 8c |
Online Product Searching and Purchasing by Children |
| 8d |
Search to Purchase Conversion |
| 8e |
Premium Services |
| 8f |
Online Sponsorships, Advertising |
| 8g |
Key Business Implications |
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| Chapter 9: Television and Other Online/Offline Connections |
| Summary of Findings |
| 9a |
Trade-offs between Internet Use and Other Activities |
| 9b |
Connections between Internet Use and Other Activities |
| 9c |
Multi-tasking |
| 9d |
Viewing Habits and Online Activities |
| 9e |
Heavy Users, Heavy Viewers, Connected Users/Viewers |
| 9f |
Regional Technology Attitudes and Use |
| 9g |
Population Density and Technology |
| 9h |
Key Business Implications |
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| Chapter 10: Impact of Broadband |
| Summary of Findings |
| 10a |
The Demographics of Broadband Access |
| 10b |
What Motivations Families to Get Broadband |
| 10c |
Broadband's Effects on Online Activities |
| 10d |
Broadband's Impact on Offline Activities |
| 10e |
Psychographics of Broadband Users |
| 10f |
Future Intent and Motivations to Use Broadband at Home |
| 10g |
Key Business Implications |
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| Chapter 11: New Technologies, Influencers and the Future |
| Summary of Findings |
| 11a |
Wireless Handhelds |
| 11b |
Digicams, Burners, and Other Devices |
| 11c |
Influencers: Who They Are, What They Want |
| 11d |
Influencers: How to Reach Them |
| 11e |
Aspirations |
| 11f |
Interest in New Concepts |
| 11g |
Key Business Implications |
| 11h |
Projections |
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| Appendix: |
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Methodology |
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