It looks like those TV and print ads are having an effect on kids after all. Results from New York-based Mediamark Research‘s 2008 American Kids Study show that children between six and 11 years old are increasingly using the internet to check out products they see in advertised in other media.
The study found that 46.3% of kids visited a site they saw or heard about in a commercial or advertisement. To that end, the older the children, the more likely he or she is to engage in the search after being exposed to an ad.
Nearly 10.7 million young consumers reported visiting a company’s website, with similar results for girls (49.4%) and boys (50.6%). Of that number, about 25% are six to seven years old, roughly 33% are between eight and nine, and about 40% are 10 to 11 year olds. The study also found that those kids were more likely to come from more households without rules surrounding which sites they can or can’t visit, and that a number of them access the internet every day.
Other highlights show that 48% of those web-savvy kids are more likely than the average US child to access the internet on a daily basis, while 41% are more likely to have their own email address and 50% are more likely to use an instant messenger service.