We all know that more and more kids use the internet to find out more about TV shows, movies, toys and products they see in ads. According to Mediamark Research & Intelligence's (MRI) new 2008 American Kids Study, 43% of kids 6-11 visited a website they saw or heard about in a commercial or ad. Of the approximately 10.7 million kids who reported visiting a company's site after seeing it in an ad, it is the older kids who are more likely to actually to go to that specific site: K6-7 (26.5%); K8-9 (33.3%); and K10-11 (40.2%); gender-wise it is almost even, with boys slightly higher. The study was conducted with about 5,000 kids via an in-home survey, as well as a separate survey of primary caregivers in those same households focusing on the kid's purchase in influence activities. Additionally, kids who say they visited a site after seeing/hearing about it in an ad/commercial are more likely (%) than the average US kid to:
Use the internet every day (48%)
Have a personal email address (41%)
Parents let them go anywhere they want online (40%)
Use instant messaging (IM) (40%)
Downloaded music in the last month (34%)
Downloaded a TV show in the last month (29%)
Thursday, December 18, 2008
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