Children very selective in their advertising response
Careful and deliberate use of the internet, lessens exposure to advertising
Parents found to influence children’s ‘deliberate’ internet mindset
Wednesday, August 24th 2011 by Kate Billinghurst
Results of research have been unveiled which, for the first time, shows how children respond to internet advertising.
The survey, carried out by Turner Media Innovations and the Internet Advertising Bureau (IAB), found that children between the ages of six and 12 are in fact very selective about the types of advertising they will respond to and also the types of websites they visit.
Unlike the typical internet trends portrayed by adults, children usually limit themselves to a smaller number of sites, rather than being overly swayed by a high website ranking. Also, in what researchers called considered behaviour , they do not like to be interrupted.
The research will affect some managed e-marketing strategies as it shows that children are much less likely than adults to display patterns of click-through behaviour.
Simon Cox, vice president of Turner Media Innovations, said: “This research highlights children’s ‘considered behaviour’ when using online sites. They are online to have fun and don’t want to be interrupted while doing this, which is why they don’t see ads as intrusive if they are entertaining and don’t require them to navigate away from what they are doing.”
The report emphasises the impact parents have on children’s ‘considered behaviour’. Parents seem to regard the internet as an entertainment tool that children can use. Consequently children are educated from a young age about clicking on links, the difference between content and advertising as well as inputting personal information. This makes youngsters extremely careful and deliberate in their internet use.
Parental influence over children’s web habits are affected by the familiarity and trust that parents have with the existing brands. That could be a TV channel, a high street store or a toy manufacturer. Whichever it is, this relationship plays a significant role in which websites their kids visit.
The three websites with the Websites with highest concentration of UK 6-12 year old visitors were recorded by the survey to be Club Penguin, Children’s BBC and Cartoon Network.
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