Summary
An in-depth look at children's development, considering child psychology, recent developments in neuroscience, sociological studies, social competence, and children's understanding of advertising. This review shows that whilst it is the case that children can recognise advertising at a young age (4- 5) it is not until they reach middle childhood (age 8-12) that children understand advertising, and it is not until they reach adolescence, age 12 plus, that children can understand the commercial intent of advertising.

Summary
While there was concern expressed by parents on many issues affecting their children’s well-being, advertising and marketing to children was not perceived to be a huge problem. However, it appears that many parents feel on the back foot when it comes to understanding fully the media children now consume. This stems largely from a lack of knowledge, creating a 'fear of the unknown'.

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This presentation is based on a study led by Dr. Barbie Clarke, Family Kids and Youth, with the support of Andrew Harrison, CEO, The Carphone Warehouse, and Marc Goodchild, Head of Interactive and On-Demand, BBC Children's. Barbie and Marc will present the main findings, illustrating the ways in which children are using digital technology, in particular how it is used to communicate emotionally. They will outline steps that organisations might take to meet the needs of their young audiences (while ensuring their safety and protection). Included are implications for researchers and opportunities for future research.

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In this report, current trends in online gaming among children are discussed. Research conducted in eight European nations reveals high levels of popularity for the applications. The children also show some willingness to pay for the online games, whether through taking out a subscription or by purchasing virtual goods.

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Report on the Children: Seen and Heard conference, which took place in London on 27/1/10. Topics covered by delegates include the increased popularity of online gaming, licensed characters, childrens' use of social media and the role of the father in household purchases.

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The ground-breaking approach to digital advertising of the agency R/GA is the focus of this report from the Interactive Advertising Bureau's IMIXX conference during New York Advertising Week. Its anti-teenage violence work for the Advertising Council is used as a case study, and two senior executives from the agency describe their way of working which typically includes a wide team of specialists turning projects around at high speed.

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This paper summarises the presentation by Agnes Nairn on "Research ethics in the virtual world" given at the IJMR Research Methods Forum: ‘Methods Matter: Interviewing and Beyond’, 25 November 2008, Royal Society, London.

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This article describes how toy marketers are developing their approach in line with children's use of new media. Children and young adults have their own virtual worlds, social networks and media channels, and use the internet extensively, mostly for games and competitions but also for information and homework. Various examples of toy advertising using children's TV channels and the internet, and inviting interaction, are described. The winners are those that manage to develop 'social currency', recognising that children and young people can themselves influence the brand and its communication. As toys become more sophisticated, they are increasingly being targeted to young men as well as boys. Digital media can enable advertisers to avoid the regulatory restrictions covering TV advertising and go straight to the channels the target audience is actually using. The secret is to allow consumers of toys to define brands on their own terms and give them some control.

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This paper draws from a major research initiative undertaken by Nickelodeon's Brand & Consumer Insights Group in 2006. Nickelodeon, the children's media brand and part of MTV Networks' Kids & Family Division, has provided entertainment for children across the globe for more than 28 years, and understanding the nature of consumers' use of different media delivery systems is an ongoing priority for Nickelodeon, as the brand seeks to maintain a presence wherever these audiences go, and in as many relevant activities as these audiences may choose to participate. The goal of this research study was to explore kids' (and parents') relationships to a variety of media and technology platforms, including television, the internet, cell phones, and video game systems. Unlike typical media studies on technology, the project went beyond the measurement of access and usage; specifically, the key objective was to uncover the underlying motivations for choosing to use different devices, and to understand the perceived benefits of using them, particularly given the variety of entertainment and leisure time choices currently available to children and adults.

Summary
Douglas Dunn, managing director and founding partner of Tuned In Research, describes a youth research project for UK TV's Channel 4 Teen Audit. Here he concentrates on how technology is changing virtually every element of teen life, from personal relationships to the brands they consume. He also looks at attitudes to education and today's teenage behaviour.