Reaching Children Online

A longitudinal study of Internet habits

Jorian Clarke
Circle 1 Network


Introduction

This generation of children has not only grown up with the Internet, but has adopted it with the fascination that previous generations have had for television or radio. Most children adapt better to technology than most adults, having fewer fears that limit them in exploring possibilities for usage. The Internet's inherent interactivity, community and information availability combined with changes in access speed and potential device alternatives continue to make this communication medium engaging to this generation. We hypothesize with this ongoing study that children's interest in this medium would continue to stay strong over time and evolve as new technology opens up opportunities for increased or improved usage. We also suggest that the time required for this usage would impact other information and entertainment delivery channels such as television, but not necessarily change all aspects of their lives.