TIA reveals online research

Study finds gaming is a primary activity driving kids? online experiences.
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The US Toy Industry Association and NPD Group commissioned a report to help industry members understand what drives mothers and children between two and 14 to social, gaming and entertainment (SGE) websites, as well as their benefits.

The study found that 76 per cent of all kids on the internet are drawn to social and gaming sites, while education sites grab the attention of those between nine and 14.

It also found 28 per cent of kids who use SGE sites had purchased a physical item or digital content from these sites.

Daniela Weiss, VP, Strategic Marketing and Communications at the TIA, said: “The report shows that the online experience is an especially social one for kids of all ages, who rarely go online alone. This close analysis of the play pattern can lead to new product innovation.”

Anita Frazier, industry analyst, NPD Group, added: “When we see that about seventy-five percent of kids ages six to eight, and over ninety percent of kids older than that are accessing online content, it is obviously an integral part of most kids' lives. The implications and untapped opportunities for any business that considers kids to be an important consumer segment can be enormous."

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