The older the child the more likely he or she is to take such action after viewing an ad. Of the almost 10.7 million young consumers who report visiting a company's Web site after viewing its ad, about 1/4 are 6-7 years old, 1/3 are 8-9 years old and 2/5 are 10-11 years old. These children are also more likely to come from households where there are no rules placed on which sites they can or cannot visit. 49.4% of girls and 50.6% of boys say that viewing an ad resulted in a Web site visit.
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 |
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:
Anne Marie Kelly, Senior Vice President of Marketing and Strategic Planning at MRI, said "Many marketers... targeting adults or children, hope to drive prospects to their Web site via ad campaigns... data clearly indicate that the younger set is pretty responsive to a ‘please visit our Web site' suggestion."
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