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/.