Kids and Teens Online, May 2004

Published by: eMarketer

Published: Apr. 1, 2004 - 15 Pages

Table of Contents

eMarketer Outlook

A. Sizing the Market

B. Internet Usage at Home

C. Internet Usage at School

D. Online Activities

E. Marketing and Selling to Kids and Teens

Related Information & Links

Abstract

Attention: Online Retailers, Content Providers, Gaming and Media Companies, Advertisers and Marketers

The Kids vs. Teens: Money and Maturity Guide Online Behavior spotlight report shows you why the number of kids and teens online is steadily growing, up from 26.6 million in 2000 to 34.3 million in 2003. In fact, the under-18 demographic now comprises over 20% of the US online population, and nearly one-half of all kids and teens are online.

But kids and teens are two very different demographics, and to successfully target them, online marketers must understand the critical differences between the two age groups. Teens are less dependent on income from their parents, prefer e-mail and IM to online games and surf for Tommy Hilfiger rather than toys. Graphics and offers that appeal to a 10 year-old may be turnoffs to a teen only two or three years his senior.

The report addresses these key issues:

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