Check out some of our recent research activity by browsing though the monthly newsletter archives.
The Impact of the War in Iraq on Canadian Tweens and Teens
The war in Iraq was a big event for most adult Canadians. But did it impact tweens and teens? What did they think of the war and what lasting consequences do they feel it will have on their world?
SEXUALLY PROVOCATIVE ADVERTISING
Kids today don't notice the sexually provocative clothing ads on billboards, transit shelters and buses. According to recent research using the Reactorz research community, there is no brand recognition among the younger kids (8-12) to major labels such as Gap, Calvin Klein, Buffalo and Parasuco. What do parents think? Advertising that puts models in explicit sexual poses is wrong but they feel it is having no effect on their children.
TEEN WIRELESS USE
Teens across Canada have taken to using cell phones with a vengeance, according to our online survey of our Reactorz members. Our research engine enables us to identify the perceptions, motivations, uses, and ratings of wireless technology in kids aged 13 to 17 across Canada.
Kids/Teens and Instant Messaging
It seems like they're all online and they're all instant messaging. Is that true? Almost. Recent research through Reactorz suggests that only 3% of Tweens and only 2% of Teens do not instant message (or IM - a new verb in our vocabulary). The absolute favourite vehicle for IM'ing is through MSN. In the early days kids tried out ICQ but it was cumbersome and they too often encountered unsavoury strangers. Now they're all on MSN because it's easy to use, the icons are fun and well, everyone else is there so there's no point being somewhere your friends aren't! The age when kids start to IM is going down. Current teens started on average when they were 12 or 13 but those 12 and 13 year olds started when they were 8 or 9 - just past the literacy threshold. Girls are much heavier users of IM but they are heavier users of all communication devices - phones, chat rooms, email etc. Why do they spend so much time IM'ing. We'll let them tell you:
"I am BIG MSN messenger addict... if i didn't have it i would go crazy... I go on for 1-2 hours everyday!!!!!... I've been I.M.'ing since I was 13.... and before that i don't know how i survived.... its how i stay connected"
"I use instant messaging when I want to talk to friends and I'm already on the computer. I like using it, but only for talking to my friends that I know really well. Because other wise, I could get hurt "
"I've been using it for 4 years which would be when i was 10. I'm on all the time, i use it to talk to my friends about what we are doing today about plans and its also very useful to settle conflicts or admit secrets without doing it in person making it easier to have a normal conversation"
"Since I was 12-13 that's when everyone had msn and I didn't, so I had to do so many chores for my house so I could get cable internet and get msn ^_^ it wasn't a easy thing to do."
"i started using msn well this year but it's like i've been using it forever to tell you the truth i'm using it right now!~ "
"I started using instant messaging when I was 8. I love it, I can talk to friends and family that are far away without having to call them. I can also talk to several people at the same time and that's fun! "