Psychology of Consumer Behaviour |

Wednesday, February 11, 2009

Be afraid..It's not just the etrade baby who's wired

We used to hear the phrase, "It's 11 o'clock. Do you know where your children are?"

Today the question is," It's anytime, anywhere. Do you know where your children are?"

Here are some highlights from the latest copy of the enlightening email newsletter called "Engage: Kids 6-11" from Media Post.

About 10% of kids 6-11 have internet access in their rooms. 17% of those same kids were allowed to self- police their access. 83% of kids 6-7 were playing online games.

One third of American kids 6-11 who used the Internet in the last 30 days agreed that "being 'in style' is very important to me." The style-conscious kids are also tech-savvy and 48% more likely to download music; 33% more likely to shop or look to buy online; 29% more likely to say their parents let them go anywhere on the Internet; 34% more likely to use the Internet to listen to music; and 19% more likely to watch videos online.

More than half the kids who surfed in the last 30 days did so because advertising drove them there. This group was fairly evenly divided by gender.

While advertising motivated 50.4% of kids ages 6-7 to Web sites, it did so to 62.0% of youths in the 10-11 age set.

Kids 6-11 shopping online? Oh my!

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