Die vielfältigen Möglichkeiten des Internets werden von den 6- bis 16-jährigen Kids nicht genutzt. Dies ist ein Ergebnis der aktuellen, deutschlandweit repräsentativen Studie „Die Lieblings-Websites der Kids”, die Elements of Art unlängst in Kooperation mit dem Münchner Marktforschungsunternehmen iconkids & youth sowie SUPER RTL und IP Deutschland durchgeführt hat. Im Durchschnitt werden nur 5,9 Internetseiten regelmäßig besucht, so die Studie.
Die Anzahl der regelmäßig besuchten Websites steigt zwar von 4,1 bei den Erst- und Zweitklässlern bis auf 7,5 bei den Neunt- und Zehntklässlern an, jedoch ist dieser Zuwachs vor allem auf die Nutzung zusätzlicher Website-Genres wie Social Networks zurückzuführen. Ein wichtiger Treiber der Internetnutzung ist die Schule: 85 Prozent der Befragten nutzen das Internet zur Recherche für die Hausaufgaben.
Über alle Altersgruppen lassen sich zwei verschiedene Nutzungmuster von Internetseiten erkennen: Einerseits werden Websites mit hohem emotionalen Nutzen, wie Videoplattformen, Onlinespiele oder Communities angesteuert, andererseits sind auch Seiten mit eher rational-pragmatischem Nutzen, z.B. Schulinformationen oder Markenauftritte, sehr beliebt. Diese werden jedoch nicht so häufig besucht und vergleichsweise schnell wieder verlassen.
Fragt man die Kids nach ihren Lieblings-Websites, liegen klar die Seiten mit emotionalem Nutzen vorne: So liegt die Video-Plattform „YouTube” quer durch die Altersgruppen auf den vorderen Plätzen, während sich im Altersverlauf die Bedeutung von Spieleseiten hin zu Communities wie schülerVZ und Facebook verschiebt. Weiterhin wird durch die Studie deutlich, dass sich die Lieblings-Webseiten der Kids individuell sehr unterscheiden – von 1.014 Befragten werden insgesamt 864 verschiedene Websites genutzt.
Der Weg in das „Relevant Set” der Jugendlichen führt vor allem über Mund-zu-Mund-Propaganda: 88 Prozent der Befragten haben schon eine Website an Freunde weiterempfohlen. Jüngere Surfer erfahren überwiegend von ihren Eltern von neuen Seiten. Um die eigene Website unter Jugendlichen bekannt zu machen, sollten zunächst die primären Informationsquellen der Zielgruppe genutzt werden, so die Studie weiter. Die Jüngeren können dabei eher über klassische Medien, die Älteren und die Eltern über das Internet erreicht werden.
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