Digital Kids — Navigating and Making Sense of a World of Choice

Abstract

The following paper highlights the findings from Nickelodeon UK's digital study designed to better understand the changed viewing dynamics in digital homes and how that will impact upon building brand loyalty. The findings have been captured in two models: viewer segmentation in cable and satellite, and digital environments and channel/brand loyalty in cable and satellite and digital environments. These two models show how the various segments of viewing will shift in a world of increased competition and how achieving brand loyalty will be more challenging. This is the first set of findings published on digital kids in the United Kingdom as it pre‐dates all audience measurement systems.

Citation

Donnenfeld, S. and Goodhand, A. (2000), "Digital Kids — Navigating and Making Sense of a World of Choice", International Journal of Advertising and Marketing to Children, Vol. 1 No. 4, pp. 291-302. https://doi.org/10.1108/eb027622