Wicked is Increasingly Cool with Kids!

The latest Child Track Survey from Carrick James Market Research in the UK shows continuing growth in the use of the word wicked to describe something they really like.

Whereas the word cool was mainly used by 44% of kids in 1998 and wicked by only 13%, the levels are now 35% and 32% respectively. 'This is a trend that marketers and other communicators may wish to take on board when addressing their young audiences,' says the agency's boss Carrick James.

In terms of expressing dislikes, more kids are likely to use the word minging to describe something they dislike than in previous years rising from 3% in 2000 to 15% by the end of 2002. However, crap is still the most commonly used word in this context, also standing at 22%.

Hi or hello is the main greeting to be heard among kids, the former used by 32% and the latter by 27%. However, they are much more likely to greet a friend by saying how you doing? these days than before, rising from only 2% in 2002 to 25% now.

The latest survey covers a wide range of topics including favourite TV personalities, computer and video games consoles owned, usage of the Internet and favourite foods. In addition, and as in previous years, children were also asked about their favourite brands.

The Child Track Survey amongst 653 Children aged 7-14 was carried out during November - December and was conducted by face-to-face interviews at over 50 sampling points throughout Great Britain.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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