The fi ne art of style guide design The fi ne art of style guide design

Do you have a virtual pet?
Boys 8 to 11 (256 kids)
Yes 43.4%
No 56.6%
Boys 12 to 15 (269 kids)
Yes 16.4%
No 83.6%
Girls prefer handheld and
web pets like Tamagotchi
(right) and NeoPets (below)
Girls 8 to 11 (280 kids)
Yes 58.6%
No 41.4%
Girls 12 to 15 (266 kids)
Yes 23.3%
No 76.7%
Research tidbits found in this feature are extracted from the February/March 2007 issue of
KidSay’s Trend Tracker, a syndicated study published five times a year that breaks down
what’s cool and what’s not according to 1,000 American kids ages eight to 15. KidSay, an
11-year-old full-service kids market research firm, works with schools and youth organizations
in hundreds of U.S. cities to collect and analyze data about trends emerging in the
categories of entertainment, famous people/characters, internet, food/beverage, spending,
toys and lifestyle. If you’d like more information about Trend Tracker, please contact Bob
Reynolds by phone (866-273-8555/913-390-8110) or by e-mail (bob@kidsay.com).
What kind of virtual pet is it?
Boys 8 to 11 (102 kids)
Video game 38.2%
Handheld 33.3%
Website 10.8%
Other 10.8%
Computer game 6.9%
Boys 12 to 15 (41 kids)
Video game 39.0%
Handheld 29.3%
Website 14.6%
Other 9.8%
Computer game 7.3%
coolwatch
coolwatch
Girls 8 to 11 (158 kids)
Handheld 45.6%
Video game 19.6%
Website 13.3%
Computer game 12.0%
Other 9.5%
Girls 12 to 15 (61 kids)
Website 29.5%
Handheld 26.2%
Video game 26.2%
Computer game 11.5%
Other 6.6%
MAY 2007 47