The kids.net survey shows that from a level of 31% in September 1998, massive growth has led to 65% of all 7 to 16 year olds now being Internet users. Among 11 to16 age group the figure is even higher, with 8 out of 10 (78%) now online, while among tomorrow’s teenagers – the 7 to10 year olds – access to the Web has now reached 47%. Kids are becoming increasingly sophisticated users, with the number of Internet users buying online up from the 7% recorded six months ago to 10% now. Users demand colourful, interactive sites and are turned off by sites they regard as boring or too wordy. The most popular uses of the Internet are for homework (56% of users), to send e-mails, (43%), to play games (42%) and for fun (40%). Chat rooms, the subject of much recent negative publicity, are popular with 23% of all 7 to 16s, rising to 41% of 15 to 16 year olds. Four out of five 7 to16 year old Internet users (81%) do so at school, while almost two-thirds (62%) now have access from home. According to Barbie Clarke, director of NOP Family, "It is a sobering thought that we are increasingly finding that kids cannot remember a time when the Internet was not around. Many of them have been online for some time and they now expect their favourite companies and brands to have a website. Kids view the Internet as the natural way to keep up with the latest trends." NOP interviewed a nationally representative sample of 990 7 to 16 year olds who ever use the Internet between 7 October and 4 November 2000. The research also included twelve focus groups and a series of paired depth interviews. In addition to the face-to-face interviews, children were asked to keep a diary of their Internet use.