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Contact: Adrienne Citrin / David Riley
TIA / The NPD Group
acitrin@toyassociation.org /
david_riley@npd.com
Social & Gaming and Education Web Sites Shown to
Drive the Online Experiences of Kids Ages 2 to 14
Research by the NPD
Group, Commissioned by TIA, Provides Insights for Toy and Family
Entertainment Industry
New York, NY – March 26, 2008 —
According to the new research study, Online Play: Earning
Mom's Trust and Children's Interest, gaming is the primary
activity driving the online experiences of all kids ages 2 to 14, with
76 percent of all kids on the Internet drawn to social and gaming sites,
and education sites rivaling the attention of Tweens (9-12) and Young
Teens (13-14).
The report was commissioned by the Toy Industry Association,
Inc.™ (TIA) with The NPD Group, Inc. to help industry players
understand what’s driving moms and kids ages 2 to 14 to social,
gaming and/or entertainment (SGE) websites, as well as the perceived
benefits of using these websites.
“The report shows that the online experience is an especially
social one for kids of all ages, who rarely go online alone,” said
Daniela Weiss, Vice President of Strategic Marketing and Communications
at TIA. “This close analysis of the play pattern can lead to
new product innovation.” For example, research indicates that
siblings play a large role in the online experience, suggesting an
opportunity for content that can appeal to multiple consumers with
team-oriented participation.
The report drills down to the specific behaviors and preferences of
kids in each age group, spanning 2 to 14, and their moms. More
than one-quarter (28%) of kids who use SGE sites have purchased either a
physical item or digital content from these sites.
Moms are clearly instrumental in guiding their child’s online
experience, and moms are the gatekeeper even for older kids,
illustrating the importance of earning mom’s trust. The
report cites examples of the site attributes that are trusted by moms
and well as key values, with educational topping the list.
“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,"
said Anita Frazier, industry analyst, The NPD Group. "The implications
and untapped opportunities for any business that considers kids to be an
important consumer segment can be enormous."
Overall, the report is designed to assist companies in the youth
market in their efforts to:
- Understand how physical toys allow kids to interact with
websites
- Gain insight into the website activities kids prefer and how they
differ between boys and girls and among varying age groups
- Develop website content that will satisfy and entertain consumers
(mom and kids)
- Gain insights into how select brands have captured the interest of
the “online kid”
For more information or to purchase a copy, please send an email to:
KidsReport@npd.com. As an
exclusive membership benefit, TIA members receive a 10%
discount.
About TIA
The Toy Industry Association has more than 500 members and represents
about 85% of the toy sales volume for North American toy companies and
importers. TIA has a history of leadership in toy safety
standards, advocacy on legislative and trade issues, visibility in the
media, and philanthropy to children. Visit www.toyassociation.org
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive
consumer and retail information for a wide range of industries. Today,
more than 1,600 manufacturers, retailers, and service companies rely on
NPD to help them drive critical business decisions at the global,
national, and local market levels. Information is available for
the following industry sectors: automotive, beauty, commercial
technology, consumer technology, entertainment, fashion, food and
beverage, foodservice, home, office supplies, software, sports, toys,
and wireless. For more information, contact us or visit http://www.npd.com/.
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