eMarketer estimates that in the UK 4.2 million young people ages 8 to 15 had Internet access at home in 2007.
In fact, the majority of UK kids and teens are online.
The Office of Communications (Ofcom) found that 65% of kids ages 8 to 11 had Internet access at home in 2007. Among children ages 12 to 15, the percentage rose to 75%.
In addition, most young people in the UK are attached (almost literally) to their mobile phones, and spend hours sending SMS texts, photos and other personal content to their friends.
“Kids and teens in the UK are developing complex media habits—shifting rapidly among different channels and multiple devices,” says Karin von Abrams, eMarketer senior analyst and author of the new report UK Kids and Teens: Hyperconnected Youth.
“In order to reach these new media consumers, marketers can no longer rely on simple, old-style media plans and traditional platforms,” she adds.
Ofcom’s report on “The Communications Market 2008” tracked the evolving media habits of children and young teenagers in the UK.
Following changing usage is crucial for marketers hoping to appeal to young people who are splitting their time between a growing number of media platforms.
“These increasingly complex media usage patterns require increasingly sophisticated media responses from marketers” Ms. von Abrams says.
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