|
Children Who Visited a Web Site They Saw/Heard About in Commercial or Advertisement |
|
|
Percent |
|
Total Children, Ages 6-11 |
46.3% |
|
Boys |
50.6% |
|
Girls |
49.4% |
|
Age 6-7 Years Old |
26.5% |
|
Age 8-9 Years Old |
33.3% |
|
Age 10-11 Years Old |
40.2% |
|
Percent More Likely They Are Than The Average U.S. Child to... |
|
|
Access the Internet everyday |
+48% |
|
Have own email address |
+41% |
|
Have watched online video (last 30 days) |
+41% |
|
Report "Parents let me go anywhere I want on the Internet" |
+40% |
|
Have used Instant Messenger (last 30 days) |
+40% |
|
Have downloaded music (last 30 days) |
+34% |
|
Have downloaded a TV program (last 30 days) |
+29% |
|
Have played online games (last 30 days) |
+28% |
|
Source: 2008 American Kids Study, December 2008 |
Powerful statistic; "46.3% of kids visited a Web site that they saw or heard about in a commercial or advertisement", it's from the new MRI 2008 American Kids Study and it has far-reaching impact for Radio, Television, and Interactive sites. Some other interesting tidbits....
"According to MRI data, ad-promoted Web site visits are not the only Internet activity in which these kids partake. In fact, children who report they visited a web site after they saw or heard about it in a commercial are:
- 48% more likely than the average U.S. child to access the Internet every day
- 41% more likely to have their own email address
- 40% more likely to use an instant messenger service
- 34% more likely to download music "
What this means for our clients is that the younger set is pretty open to a message that says "please visit our website". Are we giving them that invitation enough on Radio and TV? Remember that the kids of today are the viewing or listening audience of tomorrow, if we create a habit of referring them to information that matters to them, we have created value for our media going forward.