Unplugged and coming unglued? Nick assesses how kids fare without access to tech

As the axiom goes, you don't know what you have until it's gone. But when it comes to kids, as Nickelodeon has discovered, it may be doubly true. In a time when more than half of all 12- to 14-year-olds in the US have a cell phone and have never known life without the internet, the company's research team recently set out to better understand the relationship kids have with technology by asking a group of them to go without it for 10 days. Summed up in a report entitled Living in a Digital World, the study's findings yield some interesting insights for marketers and advertisers trying to reach kids through these platforms.
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April 1, 2007

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