Source: Marketing Charts
An overwhelming majority (89%) of all kids age 6-11 in the US spend at least some time doing online activities and - though many of their basic social activities haven’t changed much over the years - they have vastly different communication styles and preferences than older age groups, according to a study from Experian Consumer Research.
The Simmons Kids Fall 2007 Full Years Study found that because today’s kids have grown up in the age of online communication, networking, the internet, cell phones, digital music and digital cable, they have had different childhood experiences compared with other generations. This makes them more likely to react differently than their older counterparts to advertising and marketing initiatives.
The study also found that while kids may not currently spend much money, they are very likely to influence their parents’ purchasing decisions.
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