Well Connected

A recent report by The Center for Media Research® sheds new light on kids’ Internet habits. The survey reveals that nearly 60 percent of American kids between the ages of 6 and 11 go online at least once a month. And over 8 percent go online every day. What are these kids doing when they are online? Almost 43 percent play games and over 23 percent use it to do stuff for school or homework. 10.5 percent of these kids use e-mail, 6.5 percent use Instant Messenger and only about 3 percent visit chat rooms.

WonderGroup's Perspective

With more kids accessing the Internet more often, it presents a golden opportunity for marketers to better target their message in a way that breaks through the clutter and connects with kids in meaningful ways. But it takes work. Just running a banner ad and having a Web site won’t cut it. That being said, the Internet isn’t the new king of the land quite yet. TV is far from dead and is still the best way to reach kids. And although marketers may be better able to aim their communication to specific targets online, TV commercials reach the masses AND have a pretty nice-sized audience. In fact, The Center for Media Research reports that nearly 60 percent of kids aged 6-11 watch television commercials.