Youth Lured to 'Net by TV, Print Ads
Jim LiebeltJim is Senior Writer, Editor and Researcher for the HomeWord Center for Youth and Family at Azusa Pacific University. Jim has over 25 years of experience as a youth and family ministry specialist, and has been on the HomeWord staff since 1998. He has served over the years as a pastor, author, youth ministry trainer, adjunct college instructor and speaker. Jim’s culture blog and parenting articles appear on HomeWord.com. Jim is a contributing author of culture and parenting articles to Crosswalk.com. Jim and his wife Jenny live in Olympia, WA.
- 2008 Dec 22
Ugh. According to a new survey, 46% of children 6-11 (including 26% of kids 6-7 years olds who were surveyed!) have visited a website to learn more about a product they saw in a commercial or advertisement. No wonder, companies spend billions of dollars on marketing to kids, tweens and teens.
Nearly half (46%) of children aged 6-11 have visited a website to learn more about a product they saw in a commercial or ad, according to findings from Mediamark Research (MRI).
MRI's 2008 American Kids Study finds that the older a child is, the more likely he or she is to turn to the internet after viewing an ad, writes MarketingCharts. Of the nearly 10.7 million young consumers who report visiting a company's website after viewing its ad, 26.5% are 6-7 years old, 33.3% are 8-9 years old and 40.2% are 10-11 years old.
These internet-viewing children are more likely to hail from households where there are no rules placed on which sites they can or cannot visit, the study found. The gender split is almost even, with 49.4% of girls and 50.6% of boys saying that viewing an ad resulted in a website visit.
addition, MRI data shows children who report visiting a website after
they saw or heard about it in a commercial are 48% more likely than the
average US child to access the internet every day. They are also 41%
more likely to have their own email address, 40% more likely to use an
instant messenger service, and 34% more likely to download music.
Source: Marketing Vox