A study conducted by Dubit in 2010 into children's online play with specific focus on social games such as Club Penguin, Moshi Monsters and Facebook games. The report covers the UK, France, Germany, Finland and other European territories.

2. Virtual Worlds: an extract
Audience Overview
Media Consumption
Virtual Worlds - an extract from our ongoing tracking
Awareness & Userbase
Attitudes & Subscriptions
Marketing
2

3. Web Usage Watching Videos
Play Games
Write Blogs
Social Networking
Read Forums
Use Podcasts
7-15 year olds
Write on Forums Read Blogs
3

4. % doing this all the time % doing this
7-9 boy
7-9 girl
Watching
10-11 boy videos
10-11 girl gender & age
12-13 boy
UK
12-13 girl
14-15 boy
14-15 girl
0 25.0 50.0 75.0 100.0
4

5. % doing this all the time % doing this
7-9 boy
7-9 girl
Online
10-11 boy gaming
10-11 girl gender & age
12-13 boy
UK
12-13 girl
14-15 boy
14-15 girl
0 25.0 50.0 75.0 100.0
5

6. % doing this all the time % doing this
7-9 boy
7-9 girl
Social
10-11 boy Networking
10-11 girl gender & age
12-13 boy
UK
12-13 girl
14-15 boy
14-15 girl
0 25.0 50.0 75.0 100.0
6

7. Usually play or chat with people I know from the ‘real’ world (school friends family)
Usually play / hang about on my own
Who they
Play or chat with people I have only met online
Play with / chat to lots of people even if I don’t know them
100
play with
75
50
UK
25
Total Male 0
Female
7-9
10-12
13-15
7

8. Never At least once a week 2-3 times a week Most days Everyday
100%
75%
Instant
messaging
Frequency of use
50%
gender & age
7-17
25% UK
0%
Total Male Female 7-9 10-13 14-17
8

9. 0-5 6-10 11-15 16-20 over 20
100%
75%
Instant
messaging
50% Number of friends
gender & age
7-17
25% UK
0%
Total Male Female 7-9 10-13 14-17
9

10. Club Penguin 14.5
Barbie Girls 13.0
Habbo 10.4
Farmville (on Facebook) 7.6
Go Supermodel 6.5
Neopets 5.3
World of Warcraft 4.7
Café World (on Facebook) 4.7
Runescape 4.5
Stardoll 4.4
Moshi Monsters 4.4
Toontown 3.8
Audience
Mafia Wars (on Facebook) 3.8
Buildabear 3.7
Action Allstars 2.9
Dofus 2.8
Jumpstart 2.5
Binweevils 2.4
Club Pony Pals
Freggles
2.0
1.8 EU
1.7
7-10s
Miss Bimbo
Meez 1.4
Garden Party World 1.3
Spineworld 1.3
Mingoville 1.3
Digital Dollhouse
Fusion Fall
1.0
1.0 January 2010
Britchicks 1.0
Gaia online 0.9
Webkinz 0.9
Free Realms 0.8
Club Cooee 0.7
Franktown Rocks 0.7
Smeet 0.7
Wiglington and Wenks 0.5
Vizwoz 0.5
IMVU 0.3
Poptropica 0.3
0 5.0 10.0 15.0 20.0
Q3. Do you play any of these online games? 10

11. Club Penguin 44.1
OTHER 1 11.2
Barbie Girls 12.5
Habbo 4.6
Farmville (on Facebook) 14.5
Go Supermodel 2.0
Neopets 5.9
World of Warcraft 6.6
Café World (on Facebook) 9.9
Runescape 5.3
Stardoll 9.2
Moshi Monsters 15.1
OTHER 2 3.9
Audience
Toontown 8.6
Mafia Wars (on Facebook) 7.9
Buildabear 12.5
Action Allstars 3.3
Dofus 2.6
Jumpstart 3.9
UK
Binweevils 9.9
Club Pony Pals 2.0
Freggles 3.9
1.3
7-10s
Miss Bimbo
Meez 2.6
Garden Party World 2.0
Spineworld 1.3
Mingoville 1.3
OTHER 3
Digital Dollhouse
0.7
2.0 January 2010
Fusion Fall 2.6
Britchicks 3.9
Gaia online 2.0
Webkinz 2.0
Free Realms 2.0
Club Cooee 0.7
Franktown Rocks 2.6
Smeet 2.6
Wiglington and Wenks 1.3
Vizwoz 1.3
IMVU 0
Poptropica 1.3
0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0
Q3. Do you play any of these online games? 11

12. Club Penguin 8.7
OTHER 1 11.3
Barbie Girls 14.7
Habbo 3.3
Farmville (on Facebook) 5.3
Go Supermodel 0.7
Neopets 2.7
World of Warcraft 5.3
Café World (on Facebook) 6.0
Runescape 1.3
Stardoll 2.7
Moshi Monsters 2.7
OTHER 2 2.0
Audience
Toontown 4.7
Mafia Wars (on Facebook) 4.0
Buildabear 0.7
Action Allstars 3.3
Dofus 10.0
Jumpstart 2.0
FRANCE
Binweevils 1.3
Club Pony Pals 3.3
Freggles 1.3
4.7
7-10s
Miss Bimbo
Meez 2.7
Garden Party World 2.0
Spineworld 1.3
Mingoville 1.3
OTHER 3
Digital Dollhouse
0
1.3 January 2010
Fusion Fall 1.3
Britchicks 0.7
Gaia online 1.3
Webkinz 0
Free Realms 1.3
Club Cooee 0
Franktown Rocks 0.7
Smeet 0
Wiglington and Wenks 0.7
Vizwoz 0.7
IMVU 0
Poptropica 0.7
0 5.0 10.0 15.0 20.0
Q3. Do you play any of these online games? 12

13. Club Penguin 5.3
OTHER 1 10.0
Barbie Girls 10.7
Habbo 4.0
Farmville (on Facebook) 2.7
Go Supermodel 4.7
Neopets 0.7
World of Warcraft 5.3
Café World (on Facebook) 2.0
Runescape 2.0
Stardoll 2.0
Moshi Monsters 2.0
OTHER 2 1.3
Audience
Toontown 2.0
Mafia Wars (on Facebook) 2.0
Buildabear 2.0
Action Allstars 3.3
Dofus 0
Jumpstart 4.0
GERMANY
Binweevils 0.7
Club Pony Pals 2.7
Freggles 2.0
1.3
7-10s
Miss Bimbo
Meez 1.3
Garden Party World 0.7
Spineworld 2.0
Mingoville 0.7
OTHER 3
Digital Dollhouse
0.7
0.7 January 2010
Fusion Fall 0.7
Britchicks 0.7
Gaia online 0.7
Webkinz 1.3
Free Realms 0
Club Cooee 1.3
Franktown Rocks 0
Smeet 0.7
Wiglington and Wenks 0.7
Vizwoz 0
IMVU 0
Poptropica 0
0 5.0 10.0 15.0
Q3. Do you play any of these online games? 13

14. Club Penguin 6.0
OTHER 1 15.3
Barbie Girls 12.7
Habbo 17.3
Farmville (on Facebook) 2.0
Go Supermodel 5.3
Neopets 16.0
World of Warcraft 2.7
Café World (on Facebook) 0.7
Runescape 4.7
Stardoll 2.7
Moshi Monsters 1.3
OTHER 2 5.3
Audience
Toontown 1.3
Mafia Wars (on Facebook) 0.7
Buildabear 0.7
Action Allstars 1.3
Dofus 1.3
Jumpstart 2.0
HOLLAND
Binweevils 0.7
Club Pony Pals 1.3
Freggles 2.7
0
7-10s
Miss Bimbo
Meez 0
Garden Party World 0
Spineworld 0.7
Mingoville 1.3
OTHER 3
Digital Dollhouse 0
3.3
January 2010
Fusion Fall 0.7
Britchicks 0
Gaia online 0
Webkinz 1.3
Free Realms 1.3
Club Cooee 0.7
Franktown Rocks 0
Smeet 0
Wiglington and Wenks 0
Vizwoz 0
IMVU 0
Poptropica 0
0 5.0 10.0 15.0 20.0 25.0
Q3. Do you play any of these online games? 14

15. Club Penguin 6.1
OTHER 1 24.5
Barbie Girls 16.3
Habbo 10.2
Farmville (on Facebook) 9.2
Go Supermodel 8.2
Neopets 5.1
World of Warcraft 5.1
Café World (on Facebook) 7.1
Runescape 5.1
Stardoll 4.1
Moshi Monsters 3.1
OTHER 2 10.2
Audience
Toontown 3.1
Mafia Wars (on Facebook) 5.1
Buildabear 3.1
Action Allstars 6.1
Dofus 3.1
Jumpstart 1.0
SWEDEN
Binweevils 2.0
Club Pony Pals 3.1
Freggles 1.0
3.1
7-10s
Miss Bimbo
Meez 2.0
Garden Party World 2.0
Spineworld 2.0
Mingoville 1.0
OTHER 3
Digital Dollhouse 1.0
2.0
January 2010
Fusion Fall 1.0
Britchicks 1.0
Gaia online 2.0
Webkinz 0
Free Realms 0
Club Cooee 1.0
Franktown Rocks 1.0
Smeet 0
Wiglington and Wenks 0
Vizwoz 1.0
IMVU 0
Poptropica 0
0 5.0 10.0 15.0 20.0 25.0
Q3. Do you play any of these online games? 15

16. Club Penguin 6.1
OTHER 1 24.5
Barbie Girls 16.3
Habbo 10.2
Farmville (on Facebook) 9.2
Go Supermodel 8.2
Neopets 5.1
World of Warcraft 5.1
Café World (on Facebook) 7.1
Runescape 5.1
Stardoll 4.1
Moshi Monsters 3.1
OTHER 2 10.2
Audience
Toontown 3.1
Mafia Wars (on Facebook) 5.1
Buildabear 3.1
Action Allstars 6.1
Dofus 3.1
Jumpstart 1.0
SWEDEN
Binweevils 2.0
Club Pony Pals 3.1
Freggles 1.0
3.1
7-10s
Miss Bimbo
Meez 2.0
Garden Party World 2.0
Spineworld 2.0
Mingoville 1.0
OTHER 3
Digital Dollhouse 1.0
2.0
January 2010
Fusion Fall 1.0
Britchicks 1.0
Gaia online 2.0
Webkinz 0
Free Realms 0
Club Cooee 1.0
Franktown Rocks 1.0
Smeet 0
Wiglington and Wenks 0
Vizwoz 1.0
IMVU 0
Poptropica 0
0 5.0 10.0 15.0 20.0 25.0
Q3. Do you play any of these online games? 16

17. Club Penguin 15.0
OTHER 1 6.3
Barbie Girls 11.3
Habbo 23.8
Farmville (on Facebook) 11.3
Go Supermodel 13.8
Neopets 0
World of Warcraft 5.0
Café World (on Facebook) 2.5
Runescape 15.0
Stardoll 7.5
Moshi Monsters 1.3
OTHER 2 2.5
Audience
Toontown 1.3
Mafia Wars (on Facebook) 3.8
Buildabear 1.3
Action Allstars 1.3
Dofus 0
Jumpstart 2.5
FINLAND
Binweevils 0
Club Pony Pals 0
Freggles 0
0
7-10s
Miss Bimbo
Meez 0
Garden Party World 2.5
Spineworld 1.3
Mingoville 2.5
OTHER 3
Digital Dollhouse
0
1.3 January 2010
Fusion Fall 0
Britchicks 0
Gaia online 0
Webkinz 0
Free Realms 0
Club Cooee 1.3
Franktown Rocks 0
Smeet 1.3
Wiglington and Wenks 0
Vizwoz 0
IMVU 1.3
Poptropica 0
0 5.0 10.0 15.0 20.0 25.0
Q3. Do you play any of these online games? 17

18. Club Penguin 11.6
OTHER 1 20.9
Barbie Girls 18.6
Habbo 14.0
Farmville (on Facebook) 9.3
Go Supermodel 18.6
Neopets 2.3
World of Warcraft 0
Café World (on Facebook) 2.3
Runescape 0
Stardoll 2.3
Moshi Monsters 2.3
OTHER 2 4.7
Audience
Toontown 9.3
Mafia Wars (on Facebook) 4.7
Buildabear 2.3
Action Allstars 2.3
Dofus 0
Jumpstart 0
NORWAY
Binweevils 0
Club Pony Pals 0
Freggles 0
0
7-10s
Miss Bimbo
Meez 0
Garden Party World 0
Spineworld 0
Mingoville 2.3
OTHER 3
Digital Dollhouse
2.3
2.3 January 2010
Fusion Fall 0
Britchicks 0
Gaia online 0
Webkinz 2.3
Free Realms 0
Club Cooee 0
Franktown Rocks 0
Smeet 0
Wiglington and Wenks 0
Vizwoz 0
IMVU 2.3
Poptropica 0
0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0
Q3. Do you play any of these online games? 18

19. Club Penguin 13.6
OTHER 1 18.2
Barbie Girls 9.1
Habbo 25.0
Farmville (on Facebook) 15.9
Go Supermodel 22.7
Neopets 4.5
World of Warcraft 4.5
Café World (on Facebook) 6.8
Runescape 4.5
Stardoll 4.5
Moshi Monsters 2.3
OTHER 2 11.4
Audience
Toontown 0
Mafia Wars (on Facebook) 2.3
Buildabear 6.8
Action Allstars 0
Dofus 0
Jumpstart 2.3
DENMARK
Binweevils 0
Club Pony Pals 0
Freggles 0
2.3
7-10s
Miss Bimbo
Meez 0
Garden Party World 0
Spineworld 0
Mingoville 0
OTHER 3
Digital Dollhouse 0
2.3
January 2010
Fusion Fall 0
Britchicks 0
Gaia online 0
Webkinz 0
Free Realms 0
Club Cooee 0
Franktown Rocks 0
Smeet 0
Wiglington and Wenks 0
Vizwoz 0
IMVU 2.3
Poptropica 0
0 5.0 10.0 15.0 20.0 25.0
Q3. Do you play any of these online games? 19

20. 0 10.0 20.0 30.0 40.0 50.0
Disney 28.5
Cartoon Network 18.3
Nickelodeon 16.0
Don’t play games on any of these 16.0
Facebook 14.3 Where do you
Miniclip.com 12.3 play games?
Disney XD 11.9
flash-games.net 9.2
EU
7-10s
Cbeebies 7.2
Cbbc 6.9
January 2010
pogo.com 5.2
CITV 5.1
flashgames247.com 3.7
addictinggames.com 2.8
mousebreaker.com 2.5
20

21. 0 10.0 20.0 30.0 40.0 50.0
Disney 28.5
Cartoon Network 18.3
Nickelodeon 16.0
Don’t play games on any of these 16.0
Facebook 14.3 Where do you
Miniclip.com 12.3 play games?
Disney XD 11.9
flash-games.net 9.2
EU
7-10s
Cbeebies 7.2
Cbbc 6.9
January 2010
pogo.com 5.2
CITV 5.1
flashgames247.com 3.7
addictinggames.com 2.8
mousebreaker.com 2.5
21

22. 0 10.0 20.0 30.0 40.0 50.0
Disney 37.5
Cartoon Network 26.3
Nickelodeon 26.3
Don’t play games on any of these 7.9
Facebook 24.3 Where do you
Miniclip.com 26.3 play games?
Disney XD 15.1
flash-games.net 11.2
UK
7-10s
Cbeebies 30.9
36.2
January 2010
Cbbc
pogo.com 7.9
CITV 25.7
flashgames247.com 5.9
addictinggames.com 6.6
mousebreaker.com 7.9
22

23. 0 10.0 20.0 30.0 40.0 50.0
Disney 26.7
Cartoon Network 17.3
Nickelodeon 4.0
Don’t play games on any of these 22.0
Facebook 17.3 Where do you
Miniclip.com 4.7 play games?
Disney XD 8.0
flash-games.net 16.0
FRANCE
7-10s
Cbeebies 2.0
1.3
January 2010
Cbbc
pogo.com 7.3
CITV 0.7
flashgames247.com 5.3
addictinggames.com 2.0
mousebreaker.com 0.7
23

24. 0 10.0 20.0 30.0 40.0 50.0
Disney 20.7
Cartoon Network 6.0
Nickelodeon 16.0
Don’t play games on any of these 36.0
Facebook 6.0 Where do you
Miniclip.com 2.0 play games?
Disney XD 8.0
flash-games.net 6.7
GERMANY
7-10s
Cbeebies 1.3
0.7
January 2010
Cbbc
pogo.com 9.3
CITV 2.0
flashgames247.com 1.3
addictinggames.com
mousebreaker.com 2.0
24

25. 0 10.0 20.0 30.0 40.0 50.0
Disney 40.8
Cartoon Network 42.9
Nickelodeon 13.3
Don’t play games on any of these 7.1
Facebook 19.4 Where do you
Miniclip.com 8.2 play games?
Disney XD 16.3
flash-games.net 8.2
SWEDEN
7-10s
Cbeebies
1.0
January 2010
Cbbc
pogo.com 4.1
CITV
flashgames247.com 1.0
addictinggames.com 1.0
mousebreaker.com 4.1
25

26. 40%
32% 33%
30%
Paid play
27% % of all who play
25% (overall: 1 in 5)
22% 21%
20%
Boys
10% 10-12
0%
Total Male Female 7-9 10-12 13-15
26

27. YES NO
100.0
75.0 Ever Pay?
50.0
7-10s
January 2010
25.0 27.0 26.7
25.9
20.3
19.0
16.7
9.4
7.8
0
UK FRANCE GERMANY HOLLAND SWEDEN FINLAND NORWAY DENMARK
Q7. Would you ever consider paying to subscribe to a game or buying items and other stuff within a game? 27

28. Parents won’t let me I/Family haven’t spare money Rather spend on other things
I paid before, but not now Games not good enough Other
75.0
75.0 72.2
66.7
Why have you
64.3
62.5
60.0
not paid for
57.1
50.0 48.1 games yet?
7-10s
25.0 January 2010
0 UK FRANCE GERMANY HOLLAND SWEDEN FINLAND NORWAY DENMARK
28

29. Rather spend on other things Parents won’t let me No interest in paying for games
I/Family haven’t spare money Games not good enough Other
Paid before but didn’t like it
60.0
52.2
50.9
47.1
Why would you
40.0 38.3
42.5
39.8
41.4
never pay?
31.8
7-10s
20.0 January 2010
0 UK FRANCE GERMANY HOLLAND SWEDEN FINLAND NORWAY DENMARK
29

30. Someone is usually nearby when I’m on the Internet My parent tells me which websites I can use
My parent asks me about the stuff I do online The computer I use only allows me to visit some websites
I have a computer in my room I also use the Internet form outside my home
I’m usually on my own when I use the Internet It’s very rare that my parent checks what I do online
90.0
83.7
Supervised
70.4
73.3
70.5 play?
65.3 65.0
60.0
52.7 54.1
7-10s
January 2010
30.0
0 UK FRANCE GERMANY HOLLAND SWEDEN FINLAND NORWAY DENMARK
30

31. Friend told me Found it on Internet Read about it in mag / Internet
Saw advert on TV Mum/dad told me about it Other
Spreading
Total
the word
Male How they know
about them
Female UK
7-9 Word of mouth
as main source
10-12
Parents
introducing VWs
13-15
to their kids
0 20 40 60 80 100
31

32. Dubit Limited | The Half Roundhouse | Wellington Road | Leeds | LS12 1DR | United Kingdom
matthew.warneford@dubitlimited.com Tel: +44 113 3947920 Mb: +44 7525 624694