MEDIA-I: Nielsen report finds more kids heading online

HONG KONG: Children of school-going age now comprise up to a third of the internet population in several Asian countries, according to Nielsen//NetRatings, which said this group had the potential to form a valuable core market for ecommerce activities. The research company's quarterly Asia-Pacific internet trends report showed a substantial shift in the demographics of internet usage. In several Asian countries, school-aged children were spearheading growth in the number of people accessing the web. In Hong Kong, 21 per cent of surfers were aged 17 years or under at the end of the second quarter of this year. In South Korea, school-aged children made up one-third of the surfing population - an increase in unique audience of 13 per cent since the first quarter. Singapore and Taiwan also showed a high proportion of children surfing at 26 per cent, followed by New Zealand. Australia showed the lowest proportion of children in its surfing population of 19 per cent. Hugh Bloch, managing director, North Asia for Nielsen//NetRatings, said: "In future, this group of technology-savvy, heavy web users has the potential to form a valuable core market for ecommerce activities".

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