UK children s media literacy 2009 interim report
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1 UK children s media literacy 2009 interim report Annex: top 50 websites visited by children Research Document Publication date: October 2009
2 Annex 1 1 Top 50 websites visited by children 1.1 Introduction This annex provides tables of the 50 most popular websites as visited by children aged 6-11 years and years in the months of August 2009, February 2009 and August These periods cover school-holiday and school term-time usage, in addition to providing year-on-year comparable data (August 2009 vs. August 2008). It provides useful context to our media literacy report, showing the specific sites that children visit and how this has changed over the year. 1.2 Methodology Data is sourced from Nielsen NetView and based on the internet usage of Nielsen s Online UK Home Panel. As of August 2009, this panel comprised 46,185 individuals (aged 2+) weighted to be representative of the UK s home internet users population. Internet activity is recorded via tracking software downloaded onto all panel members desktop computers within the household. The tables provide information based on unique audience website visits. Unique audience is defined by Nielsen NetView as the total number of unique persons that have visited a website or used an internet application at least once in the given month. Children visiting the same website or using the same internet application more than one time in the month are therefore counted only once in this measure. Websites and Internet applications (files used in conjunction with the internet - such as Instant Messengers or Media Players) are counted within the tables. Websites are included at both brand and channel level. These are terms used by Nielsen NetView to group websites by their distinguishing properties in order to aid site classification. Table 1 sets out the definition supplied by Nielsen NetView. Table 1: Definition of brand and channel Brand A Brand may be a branded subsidiary or a brand of a Property that has a consistent collection of branded content of the Internet. The Brand s individual identity must be conveyed consistently or prominently throughout the Brand as well as all Channels and domains, which are in its consolidation. A Brand may consist of Channels, domains and URLs. - Consistent and prominently displayed Brand identity and must have an obvious or apparent editorial consistency and an appropriate name or label. - The Brand classification is flat and does not detail the hierarchal relationship between other Brands. - A Brand will be placed into a Category and Subcategory for comparison. - A Brand may be a subsidiary or operating unit if it is cohesively branded - A network Property or network subsidiary (an operating unit composed of unrelated domains
3 under one umbrella, i.e. Everyone.net) will contain the unrelated domains at the Brand level. Channel A Channel is the lowest level of the hierarchical structure for Web properties. Channels can be loosely defined as destinations on the web where editorial consistency is focused on specific viewer interest such as auctions or weather. The Channels will be named according to user experience and content type. - Each Channel must have an obvious or apparent editorial consistency and an appropriate name or label. - A Channel is a mutually exclusive subset of audience interest within an owner s total offering. An overriding principle of content classification will cause the elimination of audience double counting. - All Channels will be assigned to a Category and Sub-category in our category reports as defined by NetRatings with guidance from representatives of the Subsidiary or the Property when appropriate. Source: Nielsen Netratings Therefore, it is possible, that audiences are counted at both brand and channel level in the tables which follow. For more information on the data methodology and measurement contained in this annex, please visit or contact clientserviceuk@nielsen.com
4 Table 2: August 2009 Top 50 websites accessed by children aged Google Brand 1,210 2 Google Search Channel 1,162 3 MSN/WindowsLive/Bing Brand BBC Brand Windows Live Messenger Channel Facebook Brand Yahoo! Brand YouTube Brand ebay Brand Disney Online Brand Windows Live Hotmail Channel Google Image Search Channel AOL Media Network Brand Microsoft Brand Ask Search Network Brand Nickelodeon Kids and Family Network Brand BBC CBBC Channel Amazon Brand Apple Brand Club Penguin Channel Yahoo! Search Channel SPILL Group Network Brand Yahoo! Mail Channel Wikipedia Brand BBC CBeebies Channel BBC iplayer Channel Windows Media Player Channel Ask.com Channel Bing Web Channel itunes Channel Sky Brand MSN Homepage Channel Google Maps Channel MiniClip Brand Real Network Brand Yahoo! Homepage Channel BBC Homepage Channel Disney International Channel Fox Interactive Media Brand BBC News Channel BBC Sport Channel Argos Brand Virgin Media Brand Nick Channel Real Channel Moshi Monsters Brand Blogger Brand Bebo Channel Yahoo! Answers Channel Google Account Channel 118 Source: The Nielsen Company, NetView: UK Home panel. Aug Ages 6-11 years. Internet Applications inc.
5 Table 3: February 2009 Top 50 websites accessed by children aged Google Brand 1,434 2 Google Search Channel 1,379 3 MSN/Windows Live Brand 1,004 4 BBC Brand MSN/Windows Live Messenger Channel YouTube Brand Yahoo! Brand Facebook Brand ebay Brand Google Image Search Channel Microsoft Brand Windows Live Hotmail Channel AOL Media Network Brand Disney Online Brand Ask Search Network Brand Amazon Brand Google Maps Channel Wikipedia Brand MSN Homepage Channel Windows Media Player Channel MiniClip Brand SPILL Group Network Brand MSN/Windows Live Search Channel BBC CBBC Channel Apple Brand Nickelodeon Kids and Family Network Brand BBC CBeebies Channel Yahoo! Search Channel Yahoo! Mail Channel Club Penguin Channel Ask.com Channel Fox Interactive Media Brand Sky Brand Blogger Brand Real Network Brand BBC News Channel itunes Channel Yahoo! Homepage Channel igoogle Channel Lycos Network Europe Brand Windows Live Services Channel BBC Homepage Channel Bebo Channel BBC Sport Channel Real Channel BBC Weather Channel Disney International Channel Gorilla Nation Websites Brand Virgin Media Brand Agame.com Channel 134 Source: The Nielsen Company, NetView: UK Home panel. Feb Ages 6-11 years. Internet Applications inc.
6 Table 4: August 2008 Top 50 websites accessed by children aged Google Brand 1,037 2 Google Search Channel MSN/Windows Live Brand MSN/Windows Live Messenger Channel BBC Brand Yahoo! Brand YouTube Brand 507 h8 ebay Brand AOL Media Network Brand Microsoft Brand Disney Online Brand Google Image Search Channel Windows Media Player Channel Windows Live Hotmail Channel Facebook Brand Amazon Brand BBC CBBC Channel Nickelodeon Kids and Family Network Brand Apple Brand MiniClip Brand Ask Search Network Brand SPILL Group Network Brand Yahoo! Search Channel Google Maps Channel Real Network Brand MSN Homepage Channel Yahoo! Mail Channel MSN/Windows Live Search Channel Yahoo! Homepage Channel Club Penguin Channel Wikipedia Brand Fox Interactive Media Brand BBC CBeebies Channel Bebo Channel Blogger Brand Real Channel Ask.com Channel BBC Homepage Channel Argos Brand Sky Brand Nick Channel itunes Channel BBC News Channel AOL Sign Off Channel AOL Channel AOL Search Channel Yahoo! Messenger Channel Disney International Channel CBS Entertainment Network Brand Lycos Network Europe Brand 101 Source: The Nielsen Company, NetView: UK Home panel. Aug Ages 6-11 years. Internet Applications inc.
7 Table 5: August 2009 Top 50 websites accessed by children aged Google Brand 2,096 2 Google Search Channel 2,014 3 MSN/WindowsLive/Bing Brand 2,007 4 Windows Live Messenger Channel 1,703 5 Facebook Brand 1,650 6 YouTube Brand 1,422 7 Windows Live Hotmail Channel 1,139 8 Yahoo! Brand 1,109 9 AOL Media Network Brand Google Image Search Channel BBC Brand Microsoft Brand ebay Brand Apple Brand Windows Media Player Channel itunes Channel Wikipedia Brand Bebo Channel Amazon Brand Fox Interactive Media Brand Ask Search Network Brand Google Maps Channel Yahoo! Answers Channel MSN Homepage Channel Yahoo! Search Channel Bing Web Channel Blogger Brand Yahoo! Mail Channel Real Network Brand Myspace.com Channel Zynga Brand Sky Brand BBC Sport Channel Yahoo! Homepage Channel Google Account Channel Apple Product Info & Support Channel Ask.com Channel BBC News Channel Real Channel CBS Entertainment Network Brand AOL Channel Virgin Media Brand Windows Live Profile Channel Nickelodeon Kids and Family Network Brand LimeWire Brand BBC Weather Channel Argos Brand IMDb - Internet Movie Database Brand BBC iplayer Channel Glam Media Brand 237 Source: The Nielsen Company, NetView: UK Home panel. Aug Ages years. Internet Applications inc.
8 Table 6: February 2009 Top 50 websites accessed by children aged Google Brand 2,210 2 Google Search Channel 2,154 3 MSN/Windows Live Brand 2,130 4 MSN/Windows Live Messenger Channel 1,831 5 YouTube Brand 1,457 6 Facebook Brand 1,326 7 Windows Live Hotmail Channel 1,253 8 AOL Media Network Brand 1,206 9 Google Image Search Channel 1, BBC Brand 1, Yahoo! Brand 1, Microsoft Brand 1, Bebo Channel Apple Brand Wikipedia Brand ebay Brand Windows Media Player Channel Fox Interactive Media Brand Google Maps Channel itunes Channel MSN Homepage Channel Ask Search Network Brand Amazon Brand Myspace.com Channel Windows Live Services Channel MSN/Windows Live Search Channel Blogger Brand Real Network Brand Yahoo! Search Channel Yahoo! Mail Channel Real Channel Yahoo! Answers Channel BBC News Channel Lycos Network Europe Brand Yahoo! Homepage Channel CBS Entertainment Network Brand Glam Media Brand Sky Brand Apple Product Info & Support Channel LimeWire Brand Ask.com Channel BBC Weather Channel BBC Sport Channel Gorilla Nation Websites Brand Nickelodeon Kids and Family Network Brand Virgin Media Brand Fun Web Products Network Channel BBC Homepage Channel MiniClip Brand igoogle Channel 243 Source: The Nielsen Company, NetView: UK Home panel. Feb Ages years. Internet Applications inc.
9 Table 7: August 2008 Top 50 websites accessed by children aged MSN/Windows Live Brand 1,664 2 Google Brand 1,652 3 Google Search Channel 1,608 4 MSN/Windows Live Messenger Channel 1,457 5 YouTube Brand 1,041 6 AOL Media Network Brand 1,033 7 Windows Live Hotmail Channel Yahoo! Brand Bebo Channel BBC Brand Google Image Search Channel Microsoft Brand Facebook Brand ebay Brand Apple Brand Fox Interactive Media Brand Windows Media Player Channel itunes Channel Wikipedia Brand Myspace.com Channel MSN Homepage Channel Google Maps Channel Amazon Brand Real Network Brand Blogger Brand Ask Search Network Brand LimeWire Brand Windows Live Spaces Channel Real Channel Yahoo! Mail Channel Yahoo! Search Channel Lycos Network Europe Brand CBS Entertainment Network Brand MSN/Windows Live Search Channel Sky Brand MiniClip Brand BBC Sport Channel AOL Channel Gorilla Nation Brand BBC Homepage Channel Yahoo! Answers Channel BBC News Channel Yahoo! Homepage Channel GameSpot Channel Nickelodeon Kids and Family Network Brand QuickTime Channel Ask.com Channel Lycos Europe Movie Channel BBC iplayer Channel Argos Brand 193 Source: The Nielsen Company, NetView: UK Home panel. Aug Ages years. Internet Applications inc.
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