For Immediate Release May 03, 2005
Contact: Cristi Allen
callen@decisionanalyst.com
Phone: 817-640-6166

Arlington, Texas (May 3, 2005) - The majority of mothers with children aged 14 and younger regularly censor the television shows, online offerings, and video games their children view, according to a study by Decision Analyst, a leading international marketing research and marketing consulting firm.

Decision Analyst recently surveyed 5,760 women about issues involving their children. According to the study, 92 percent of mothers with children eight years old and younger regularly censor their children's television viewing. The percentage drops as the age range gets older: Eighty-five percent of mothers with children aged nine to 12 regularly censor television viewing, while 71 percent of mothers of children aged 13 and 14 censor television viewing, the study shows.

"This has important implications to all advertisers who target children and teens," stated Bonnie Kenoly, Executive Vice President. "Censoring activities could include physically monitoring, as well as utilizing equipment or installed software to block certain channels or websites."

The Decision Analyst study also shows that 72 percent of mothers with children five to eight years old regularly censor video games. Sixty-nine percent of moms with children nine to 12 years old censor video games, while 56 percent of moms with children aged 13 and 14 do the same.

On the subject of online activities, the study shows that 75 percent of moms with children aged nine to 12 censor their children's online activities. Seventy-three percent of mothers with children 13 and 14 years old censor computer activities, while 69 percent of mothers with children five to eight years old censor online programs. About 66 percent of moms with children five years old or younger censor online activities, the study shows.

Methodology

Conducted in late 2004, the study drew on Decision Analyst's American Consumer Opinion® Online panel. It is one of the world's largest online opinion panels, with more than five million participants around the world. The margin of error at a 95% confidence level is plus or minus two percent.

About Decision Analyst

Decision Analyst, Inc. (www.decisionanalyst.com) is a leading marketing research and marketing consulting firm specializing in advertising testing, strategy research, new product development, and advanced modeling for marketing decision optimization. The firm delivers competitive advantage to clients throughout the world in the consumer packaged goods, telecommunications, retail, high technology, medical and pharmaceutical, utilities, and e-commerce industries. Decision Analyst operates the American Consumer Opinion® Online Panel, one of the world’s largest Internet consumer opinion panels, with more than five million participants.

For additional information contact:
Cristi Allen
Publicity
Email: callen@decisionanalyst.com
Phone: 1.800.ANALYSIS (262.5974)
Address: 604 Avenue H East
Arlington, TX 76011

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