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Surveying the Landscape: Advertising and Marketing to Children in the Digital Age: 

J16916D Surveying the Landscape: Advertising and Marketing to Children in the Digital Age July 20th, 2006 Copyright 2006 Harris Interactive. All rights reserved.

Technology: 

Technology Most technologically-savvy generation in history Informed and aware of the technological innovations around them and are early adopters of change. This generation has lines of communication and ways to access information that previous generations could not have dreamed about. About one-quarter (23%) of 13-21 year olds report that they are the first to check out a new technology.

Owned Technology: 

Owned Technology

Knowledgeable computer users: 

Knowledgeable computer users 22 % consider themselves experts most report that they are better than most people at using computers

Television is the staple: 

Television is the staple More than 9 in 10 young people have TV’s in their home 2/3 have a TV set in their own bedroom Most households have 4+ TVs

Cell Phones: 

Cell Phones Major role in teen life Become popular at around age 13 57% of 13 to 17 year olds have a cell phone 81% of 18 to 21 year olds have a cell phone Used for more than just talking among 13 to 21 year olds: 66% use text messaging 19% access Instant Messaging 17% access the Internet

Media Usage: 

Media Usage 80% Watched TV 72% Surfed/accessed the Internet 67% Listened to music [Internet, CDs, MP3, etc.] 60% Listened to the radio “Yesterday,” a majority reported that they used the following media:

4 Years of ChangeEveryone is Spending More Time Online-Especially Tweens: 

4 Years of Change Everyone is Spending More Time Online-Especially Tweens Q3160

Television and Multi-Tasking: 

Television and Multi-Tasking Television viewing remains a common activity for kids and teens. About 3/4 report that they watch at least 1hour of TV on a typical weekday and even more on the weekends. Prime Multi-Tasking Time-Between dinner and Bed

Multitasking With Technology Often Involves Food: 

Multitasking With Technology Often Involves Food YQ April

TV still most influential advertising form: 

TV still most influential advertising form (13-21 Year Olds) Q2370/Q2380

Tweens like advertising strategies more than teens: 

Tweens like advertising strategies more than teens YQ May Q516 How much do you like when companies do the following:

Youth are most willing to share their likes/dislikes and their favorite products: 

Youth are most willing to share their likes/dislikes and their favorite products YQ May Q521 How willing are you to share the following information with companies?

America’s Youth have Income of $233 Billion per Year: 

America’s Youth have Income of $233 Billion per Year

Any questions??: 

Any questions?? Suzanne Martin, Ph.D. smartin@harrisinteractive.com