New research by the non-profit media education organization Media Awareness Network (Mnet) released yesterday reveals that 94% of kids as young as Grade 4 access the Internet from home. The report, entitled Young Canadians in a Wired World (YCWW), also found:
* 20% of grade 4s access the Net through their own PC
* 43% of grade 5s and 86% of grade 11s use instant messaging daily
* 28% download TV shows and movies from the Web
YCWW found that more youth are creating personal Web pages and blogs. They also participate in social networking sites. The study looked at the opinions of 5,200 young Canadians from grades 4 to 11, and noted that this group is among the most connected in the world.
http://www.media-awareness.ca/english/research/YCWW/phaseII/
Vancouver-based youth marketing and research agency Synovate YC has released a study on Quebec youth. As reported in the latest edition of Edge, the company’s quarterly study, it was found that 61% of youth (ages 15-24) in la belle provence watch TV most often in French. Other findings include:
* 7% who claim they don’t read any magazines
* less than 1% of Quebec youth claim they don’t use the Internet
* video game penetration in Quebec was lower than the national average, coming in at 22% versus 38% nationally
The report also found that 53% of youth in the province believe in the statement: ‘I am not Canadian. I am Quebecois.’ The report looks at the influences and historic context that have created their cultural climate today and how this has translated to the brands they choose. Quebecers account for 24% of youth in Canada and spend nearly $400 million annually.
