One of the most significant aspects of kids’ lives today is the fact that they are technologically savvy, growing up with modern conveniences such as DVDs, cell phones and Internet access. In their view, technology is simply a means of entertainment, a form of communication or way to make schoolwork easier.

Kids tend to lead heavily scheduled lives compared to earlier generations, often engaging in multiple activities during their free time, including hobbies, sports and clubs. Some parents have over-scheduled their children, and many child experts believe them to be overstressed for lack of time to play and relax. On the flip side are kids spending most of their free time watching television or playing video games. These children, especially those not engaged in other activities involving exercise, are believed to be at risk of developing higher rates of obesity and health-related problems.

This report examines the unique market that has developed in which products and services must be marketed to both the “gatekeeper” parent as well as to the technology- and media-savvy child.

For the purposes of this report, kids are defined as those 6 to 11 years old. This report focuses on the lifestyle activities of kids in the U.S., primarily how they spend their free time, with a focus on sports, hobbies, use of technology and media. This report also details key attitudes kids have, including those toward spending time with family, self and friends, the media, fashion and the environment.

This report does not include children under the age of 6, or teens, defined as ages 12 to 17.