• by Jack Loechner , Staff Writer @mp_research, October 20, 2006

Nielsen//NetRatings recently announced that over a three-year period, the top sites among teens 12-17 have shifted from those offering a selection of instant

messaging buddy icons to those providing assistance with social networking profiles and page layouts.

In September 2003, the No. 1 site among teens was Originalicons.com, with teens composing 77.6 percent of its unique audience. At that time, Buddy4u.com and Badass Buddy also made it into the top 10 sites among teens.

In September of this year, sites offering tools to improve social networking profiles with song lyrics, pictures, quotes and layout designs won out with those ages 12-17. Notably, nine out of the top 10 teen sites either offered content or tools for social networking site profiles, or were social networking sites themselves.

Ken Cassar, chief analyst, Nielsen//NetRatings, said "It is not a surprise that teens are actively engaged in social networking... What is surprising, however, is the extent to which a wide array of supporting Web sites has developed in conjunction with these bigger, more well-known Web destinations. MySpace and YouTube have spawned a vibrant online ecosystem."

In September 2003, kids ages 2-11 spent average of six hours and 39 minutes online; this September, that average had increased 41 percent to nearly 9 hours and 24 minutes. Teens spend even more time online, increasing 27 percent from an average of 21 hours and 4 minutes in September 2003 to 26 hours and 48 minutes in September of this year.

"The Internet is as much a part of children's lives as TV, school and books," said Cassar. "...we can expect the time kids spend online to increase along with expanded offerings on the Web and the growing network of their friends and family who use the Web frequently."

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