We recently spoke with nearly 1,000 Moms of kids aged 8 to 13 years about their children's online behavior and why they worry about their actions online.
Typically, kids express an interest in "social networking" sites around the age of 10. At that age, 44% of kids join online communities to connect with friends and other kids from school. Their desire
to join these sites primarily stems from an interest in continuing conversations with their friends after school and on weekends, rather than peer pressure. One-third also turn to social networking
sites to communicate with family members online, as well as to stay in touch with others who may be separated by distance.
Finally, the allure of online gaming affects kids of all ages,
especially those moving into the tween years. Moms steer younger kids (under 6 years) towards educational, "kid-friendly" sites such as PBS or National Geographic Kids. But as children progress
through elementary school and solidify friendships, they want to move away from sites perceived as "baby-ish" and into more popular communities.
Why Moms Worry
Moms worry that their children may be exposed to inappropriate content and "stranger danger."
- 61% Moms worry about their child unknowingly posting personal
- 40% fear their child might post information online that can never be removed or deleted
- 30% worry their kids might lie about their age
23% fear their child may be involved in cyber-bulling behavior
- Even Moms with younger children understand the larger, long-term ramifications of kids sharing online. Regardless of
their child's age, 55% of Moms feel acutely aware that colleges search online for background information when kids apply to college. Awareness shifts closer to 60% as kids enter junior high/high
Moms actively supervise their children's use of social networking and gaming sites:
- Most children who spend time on social networking or gaming
sites do not play unsupervised. Nearly 70% of Moms retain control of where and when their 8-13-year-old children play.
- The majority of Moms know their children's passwords and
nearly all have established appropriate and clear online rules and guidelines for them.
- The majority of Moms indicate their children may not join a social networking site unless a
parent joins as well.
Bottom line for marketers creating online content for kids: While Moms allow their children access to many popular social networking and gaming sites online, they
retain tight control over their child's activities. Moms perceive various sites differently, particularly when participation involves young family members.
- Understand that, for Mom,
different social networking sites connote varying levels of safety and appropriateness for their children.
- Address Moms' concern that kids may be exposed to inappropriate content
and "stranger danger."
- Address their concerns about reputation management and privacy issues.