children's virtual worlds and online play across europe 2010

Virtual Worlds: an extract

2

Audience Overview

Media Consumption

Virtual Worlds - an extract from our ongoing tracking

Awareness & Userbase

Attitudes & Subscriptions

Marketing

3

Web Usage7-15 year olds

Watching Videos

Play Games

Write on Forums

Write Blogs

Social Networking

Read Blogs

Read Forums

Use Podcasts

4

Watchingvideos

gender & age

0 25.0 50.0 75.0 100.0

7-9 boy

7-9 girl

10-11 boy

10-11 girl

12-13 boy

12-13 girl

14-15 boy

14-15 girl

% doing this all the time % doing this

UK

5

Onlinegaminggender & age

0 25.0 50.0 75.0 100.0

7-9 boy

7-9 girl

10-11 boy

10-11 girl

12-13 boy

12-13 girl

14-15 boy

14-15 girl


UK

6

SocialNetworking

gender & age

0 25.0 50.0 75.0 100.0

7-9 boy

7-9 girl

10-11 boy

10-11 girl

12-13 boy

12-13 girl

14-15 boy

14-15 girl


UK

7

Who theyplay with

0

25

50

75

100

Total Male Female 7-9 10-1213-15

Usually play or chat with people I know from the ‘real’ world (school friends family)Usually play / hang about on my ownPlay or chat with people I have only met onlinePlay with / chat to lots of people even if I don’t know them

UK

8

InstantmessagingFrequency of use

gender & age7-17

0%

25%

50%

75%

100%

Total Male Female 7-9 10-13 14-17

Never At least once a week 2-3 times a week Most days Everyday

UK

9

Instantmessaging

0%

25%

50%

75%

100%


0-5 6-10 11-15 16-20 over 20

Number of friendsgender & age

7-17UK

10

Audience

January 2010

Club PenguinBarbie Girls

HabboFarmville (on Facebook)

Go SupermodelNeopets

World of WarcraftCafé World (on Facebook)

RunescapeStardoll

Moshi MonstersToontown

Mafia Wars (on Facebook)Buildabear

Action AllstarsDofus

JumpstartBinweevils

Club Pony PalsFreggles

Miss BimboMeez

Garden Party WorldSpineworld

MingovilleDigital Dollhouse

Fusion FallBritchicks

Gaia onlineWebkinz

Free RealmsClub Cooee

Franktown RocksSmeet

Wiglington and WenksVizwoz

IMVUPoptropica

0 5.0 10.0 15.0 20.0

0.30.30.50.50.70.70.70.80.90.91.01.01.0

1.31.31.31.4

1.71.82.0

2.42.5

2.82.9

3.73.83.8

4.44.44.54.74.7

5.36.5

7.610.4

13.014.5

EU7-10s

Q3. Do you play any of these online games?

11

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo

Farmville (on Facebook)Go Supermodel

NeopetsWorld of Warcraft

Café World (on Facebook)Runescape

StardollMoshi Monsters

OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3

Digital DollhouseFusion FallBritchicks

Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0

1.30

1.31.3

2.62.6

0.72.02.02.0

3.92.6

2.00.71.31.3

2.02.6

1.33.9

2.09.9

3.92.6

3.312.5

7.98.6

3.915.1

9.25.3

9.96.6

5.92.0

14.54.6

12.511.2

44.1

UK7-10s


12

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0

0.70

0.70.7

00.7

01.3

01.3

0.71.31.3

01.31.3

2.02.7

4.71.3

3.31.3

2.010.0

3.30.7

4.04.7

2.02.72.7

1.36.0

5.32.7

0.75.3

3.314.7

11.38.7

FRANCE7-10s


13

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0

000

0.70.7

01.3

01.3

0.70.70.70.70.70.7

2.00.7

1.31.3

2.02.7

0.74.0

03.3

2.02.02.0

1.32.02.02.02.0

5.30.7

4.72.7

4.010.7

10.05.3

GERMANY7-10s


14

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0 25.0

000000

0.71.31.3

00

0.70

3.31.3

0.7000

2.71.3

0.72.0

1.31.3

0.70.7

1.35.3

1.32.7

4.70.7

2.716.0

5.32.0

17.312.7

15.36.0

HOLLAND7-10s


15

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0 25.0

00

1.000

1.01.0

00

2.01.01.01.0

2.01.0

2.02.02.0

3.11.0

3.12.0

1.03.1

6.13.1

5.13.1

10.23.1

4.15.1

7.15.15.1

8.29.2

10.216.3

24.56.1

SWEDEN7-10s


16

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0 25.0

00

1.000

1.01.0

00

2.01.01.01.0

2.01.0

2.02.02.0

3.11.0

3.12.0

1.03.1

6.13.1

5.13.1

10.23.1

4.15.1

7.15.15.1

8.29.2

10.216.3

24.56.1

SWEDEN7-10s


17

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0 25.0

01.3

00

1.30

1.300000

1.30

2.51.3

2.500000

2.50

1.31.3

3.81.3

2.51.3

7.515.0

2.55.0

013.8

11.323.8

11.36.3

15.0

FINLAND7-10s


18

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0

02.3

000000

2.3000

2.32.32.3

000000000

2.32.3

4.79.3

4.72.32.3

02.3

02.3

18.69.3

14.018.6

20.911.6

NORWAY7-10s


19

Audience

January 2010

Club PenguinOTHER 1

Barbie GirlsHabbo





OTHER 2Toontown



JumpstartBinweevils


Miss BimboMeez


MingovilleOTHER 3


Gaia onlineWebkinz




IMVUPoptropica

0 5.0 10.0 15.0 20.0 25.0

02.3

00000000000

2.30000

2.3000

2.300

6.82.3

011.4

2.34.54.5

6.84.54.5

22.715.9

25.09.1

18.213.6

DENMARK7-10s


20

Where do you play games?

January 2010

0 10.0 20.0 30.0 40.0 50.028.5

18.3

16.0

16.0

14.3

12.3

11.9

9.2

7.2

6.9

5.2

5.1

3.7

2.8

2.5

Disney

Cartoon Network

Nickelodeon

Don’t play games on any of these

Facebook

Miniclip.com

Disney XD

flash-games.net

Cbeebies

Cbbc

pogo.com

CITV

flashgames247.com

addictinggames.com

mousebreaker.com

EU7-10s

21


January 2010

0 10.0 20.0 30.0 40.0 50.028.5

18.3

16.0

16.0

14.3

12.3

11.9

9.2

7.2

6.9

5.2

5.1

3.7

2.8

2.5

Disney

Cartoon Network

Nickelodeon


Facebook

Miniclip.com

Disney XD

flash-games.net

Cbeebies

Cbbc

pogo.com

CITV

flashgames247.com

addictinggames.com

mousebreaker.com

EU7-10s

22


January 2010

0 10.0 20.0 30.0 40.0 50.037.5

26.3

26.3

7.9

24.3

26.3

15.1

11.2

30.9

36.2

7.9

25.7

5.9

6.6

7.9

Disney

Cartoon Network

Nickelodeon


Facebook

Miniclip.com

Disney XD

flash-games.net

Cbeebies

Cbbc

pogo.com

CITV

flashgames247.com

addictinggames.com

mousebreaker.com

UK7-10s

23


January 2010

0 10.0 20.0 30.0 40.0 50.026.7

17.3

4.0

22.0

17.3

4.7

8.0

16.0

2.0

1.3

7.3

0.7

5.3

2.0

0.7

Disney

Cartoon Network

Nickelodeon


Facebook

Miniclip.com

Disney XD

flash-games.net

Cbeebies

Cbbc

pogo.com

CITV

flashgames247.com

addictinggames.com

mousebreaker.com

FRANCE7-10s

24


January 2010

0 10.0 20.0 30.0 40.0 50.020.7

6.0

16.0

36.0

6.0

2.0

8.0

6.7

1.3

0.7

9.3

2.0

1.3

2.0

Disney

Cartoon Network

Nickelodeon


Facebook

Miniclip.com

Disney XD

flash-games.net

Cbeebies

Cbbc

pogo.com

CITV

flashgames247.com

addictinggames.com

mousebreaker.com

GERMANY7-10s

25


January 2010

0 10.0 20.0 30.0 40.0 50.040.8

42.9

13.3

7.1

19.4

8.2

16.3

8.2

1.0

4.1

1.0

1.0

4.1

Disney

Cartoon Network

Nickelodeon


Facebook

Miniclip.com

Disney XD

flash-games.net

Cbeebies

Cbbc

pogo.com

CITV

flashgames247.com

addictinggames.com

mousebreaker.com

SWEDEN7-10s

26

Paid play% of all who play(overall: 1 in 5)

0%

10%

20%

30%

40%

27%

32%

22%25%

33%

21%


Boys

10-12

27

Ever Pay?

January 2010

0

25.0

50.0

75.0

100.0

25.9 27.0

16.7

7.8

19.0 20.3

9.4

26.7

UK FRANCE GERMANY HOLLAND SWEDEN FINLAND NORWAY DENMARK

7-10s

YES NO

Q7. Would you ever consider paying to subscribe to a game or buying items and other stuff within a game?

28

Why have you not paid for games yet?

January 2010

0

25.0

50.0

75.0


62.5

66.764.3

75.0

60.0

72.2

48.1

57.1

7-10s

Parents won’t let me I/Family haven’t spare money Rather spend on other thingsI paid before, but not now Games not good enough Other

29

Why would you never pay?

January 2010

0

20.0

40.0

60.0


31.8

41.4

50.9

47.1

39.8

52.2

42.5

38.3

7-10s

Rather spend on other things Parents won’t let me No interest in paying for gamesI/Family haven’t spare money Games not good enough OtherPaid before but didn’t like it

30

Supervisedplay?

January 2010

0

30.0

60.0

90.0


70.5

83.7

65.0

54.1

73.3

65.3

52.7

70.4

7-10s

Someone is usually nearby when I’m on the Internet My parent tells me which websites I can useMy parent asks me about the stuff I do online The computer I use only allows me to visit some websitesI have a computer in my room I also use the Internet form outside my homeI’m usually on my own when I use the Internet It’s very rare that my parent checks what I do online

31

Spreadingthe word

How they knowabout them

0 20 40 60 80 100

Total

Male

Female

7-9

10-12

13-15

Friend told me Found it on Internet Read about it in mag / InternetSaw advert on TV Mum/dad told me about it Other

Word of mouth as main source

Parents introducing VWs to their kids

UK

children's virtual worlds and online play across europe 2010

Entertainment & Humor