Vital Stats - Top 10 "tweenage" websites
Disney's purchase of Club Penguin, a games and interaction website for kids, for up to $700m (£346m) in cash shows the value that is being placed on tapping into the increasingly lucrative "tweenage" (six to 14-year-old) market online.
Around 2.7 million children in the UK aged six to 14 use the internet,
accounting for almost 9% of all Britons online. The sites most dominated
by this group tend to be games-related and those with content around TV
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Club Penguin actually ranks second to Stardoll in terms of "affinity"
with the "tweenage" market. Just more than half (51%) of Stardoll's
audience is aged six to 14, compared to 44% for Club Penguin. However,
Club Penguin has slightly more visitors of this age (205,000 unique
users), compared to 196,000 for Stardoll.
Next are adventure game sites RuneScape (36% of its audience is six to
14-years-old) and Adventure Quest (30%), followed by Piczo (28%).
The appearance of Piczo (a site that allows its users to create fully
customisable personal websites without needing to understand html code)
highlights how kids are able to utilise today's technology to showcase
their own lives and make friends.
Piczo, like many of the other sites, is keen to draw attention to the
policies in place to protect its young audience.
Following Piczo is the BBC's CBBC website, with 27% of its audience aged
six to 14. However, of the top 10, CBBC actually has the most visitors
in this age range, with 416,000 or 16% of this demographic online.
- Alex Burmaster, European internet analyst, Nielsen//NetRatings.
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