Kids 2 to 11 Claim Their Own Territory On the Web
But Favor Many of the Same Top Sites Used by Mom and Dad
Kids 2 to 11 Claim Their Own Territory On the Web
But Favor Many of the Same Top Sites Used by Mom and Dad
NEW YORK--(BUSINESS WIRE)--March 11, 1998--The top web site rankings among kids 2 to 11 clearly show they have their own favorite spots on the web, according to Media Metrix, The PC Meter Company. The data show that kids prefer the same top five sites that are popular among older users, namely AOL.com, Yahoo.com, Netscape.com, Geocities.com and Microsoft.com. Fun and games are also high on the list among kids 2 to 11, with Disney Online and Ty.com (Beanie Babies) ranking in the top 10. In the top ranked news, information and entertainment categories kids appear to demonstrate even more individuality.
Joining Mickey Mouse and Beanie Babies among the most popular destinations with kids are racecars, movie stars, music, education, news, comedy and sports with sites such as Nascar.com, Hollywood.com, MTV.com, Sony Online, PBS.org, Pathfinder.com, Comedycentral.com and Sportsline.com in the top 10 news, information and entertainment sites. Also among the top ten kids sites in this category for January 1998 are Wbs.com (chat), Wunderground.com (weather), Zdnet.com and Superbowl.com.
Because young children and parents often use the computer together, the Media Metrix proprietary, patented PC Meter software is designed to measure both the child's behavior on the web and, at the same time, record the parent's activity. Each household member is easily identified and measured by simply clicking on his or her own icon on the computer screen. The PC Meter then records which sites are visited by the child and which are visited by the parent.
``The fact that many of the same sites appeal to both young and older demographic groups seems to indicate that these sites are easy to use, even for kids, yet they offer targeted content to be enjoyed by a diverse audience,'' said Mary Ann Packo, president, Media Metrix, The PC Meter Company. ``It is interesting to see that kids visit a wide variety of sites, from education to entertainment to news. This clearly shows that there are many opportunities for those trying to reach this young audience,'' Packo added.
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Top 10 Web Sites Among Kids 2 to 11 years old
Media Metrix -The PC Meter Company
January 1998 Measurement Period (1/1/98 - 1/31/98)
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Rank Web Site Percent Reach
(Unique Visitors)
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1 aol.com 29.0
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2 yahoo.com 21.8
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3 netscape.com 16.3
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4 geocities.com 14.3
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5 microsoft.com 12.4
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6 disney online 8.5
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" infoseek.com 8.5
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7 excite.com 7.5
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8 msn.com 6.3
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9 ty.com 5.2
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" simplenet.com 5.2
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10 metacrawler.com 4.9
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Top 10 News/Information/Entertainment Web Sites
Among Kids 2 to 11 years old
Media Metrix -The PC Meter Company
January 1998 Measurement Period (1/1/98 - 1/31/98)
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Rank Web Site Percent Reach
(UniqueVisitors)
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1 disney online 8.5
2 nascar.com 3.4
3 hollywood.com 3.3
4 mtv.com 2.6
" sony online 2.6
" wbs.net 2.6
5 wunderground.com 2.4
6 pathfinder.com 2.3
7 zdnet.com 2.1
8 PBS.org 1.9
9 comedycentral.com 1.6
" sportsline.com 1.6
10 superbowl.com 1.5
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"Top 10 Web Sites" among Kids 2 to 11 Chart Definitions:
Top 10 Web Sites: These are the top 10 web sites among kids 2-11,
based on unduplicated audience reach. The top sites are shown for
the Media Metrix at home sample.
Reach Definition: The percent of web-active individuals (i.e.
individuals in the Media Metrix sample) that visited a site once
in the given month. Individual visits are unduplicated (not
counted twice).
Example of Reach: If a site has a 2% reach that means that 2% of
web-active individuals in the Media Metrix sample visited that
site within the given month.
Sample Size: More than 30,000 individuals throughout the U.S.
participate in the Media Metrix sample. The number of web-active
users (people who actually used the web) in the Media Metrix At
Home sample for January 1997 was 10,099. The number of web-active
users in the At Work sample was 624.
About Media Metrix, The PC Meter Company
Media Metrix is the recognized world leader in the field of usage
measurement services for new interactive media and digital
technologies. Media Metrix is the only audience measurement company to
measure real-time, actual usage of the entire digital universe,
including the World Wide Web, commercial online services, hardware and
software usage and other interactive applications.
At the core of Media Metrix is the proprietary, patented PC Meter
-- which enables measurement of the entire digital universe. The PC
Meter software technology was developed by Media Metrix to perform
broadly the same functions as a television "people meter" but takes
advantage of the computing environment for added intelligence. The PC
Meter is installed on computers in thousands of households and
businesses and captures actual real-time web and online usage data.
The PC Meter records detailed demographic information and "follows" PC
users click by click, page by page, tracking and measuring new media
and digital usage patterns in the home and at work. It is far more
reliable and accurate than recall surveys.
Media Metrix has over 135 clients, including leading advertising
agencies, new and traditional media companies, marketers, financial
institutions and technology companies. Advertising agencies are using
Media Metrix audience data for new media planning, ad rate
negotiations and to help customers design and build effective web
sites. Media and technology organizations are using Media Metrix data
to support ad sales, to promote their sites, to monitor competitive
activities and as the foundation for marketing strategy development.
Financial institutions are using Media Metrix data as a guide for
investment strategies.
Contact:
Media Metrix, Inc.
Stacie P. Leone, 212/460-7997
stacie_leone@mediametrix.com
www.mediametrix.com