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Virtual Worlds Forum blog Exclusive Report: Tweens and Virtual Worlds Comments [0] | 14 October 2008 Dubit Research has produced an exclusive report for the Virtual Worlds Forum giving key statistics for how tweens use virtual worlds and their attitude towards advertising. Dubit Research, a youth marketing agency, runs a standing panel of 600 7-12 year olds in the UK, and has asked them a series of questions relating to which virtual worlds they use and how they feel about advertising in virtual worlds. The results show that 73% of British 7-12 year olds are using some sort of virtual world. Club Penguin leads the pack with 43%, Habbo following with 27%. There is remarkably little fragmentation in the market: only 8% use a virtual world other than the top 10. What surprised me most about the statistics is how even the gender split is on many virtual worlds - entirely even on Club Penguin, and similar on most other games, although Runescape is, as one would expect, far more popular with boys.

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