Kids Still Get Their Music Primarily From Radio

MEDIAMARK RESEARCH has released its first-ever survey of American children ages 6-11, highlighting their magazine readership, multimedia and product usage, lifestyles and thoughts and feelings. Approximately 5,400 children aged 6-11 responded to the 2005 American Kids Study. Among the findings, pertinent to our Industry:

Listens to Music via:                                        % All Kids    % Boys    % Girls
Car Radio                                                               74.0             72.0          76.1
CD Player                                                               62.8             56.5          69.5
Portable CD Player                                               48.4             44.8          52.3
Stereo                                                                      39.5             39.2          39.8
Computer                                                                25.5             23.1          28.1
Walkman that plays tapes/cassettes                  8.3               8.2            8.4
Portable MP3 Player                                               4.2               4.3             4.1
MP3 Player                                                                4.1              4.2             4.0 

Other findings in the American Kids Study reveals that during the survey period, more than half of the 6-11 age group (59%) went online in the last 30 days, while 8.1% went online every day. What the largest percentage (42.6%) of respondents did online was play games, while 23.1% "Did stuff for school/homework." More girls than boys (13.6% vs. 7.6%) used e-mail, and just 2.6% of all respondents visited chat rooms.

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