October 5th, 2011

Mobile Apps Find It Harder to Resist the Temptation of the Kids' Market

Marketing Vox

Children, as anyone who has watched Saturday morning television can attest, are a huge buying group for many brands, despite their lack of earning power. The lure of this market is increasingly attracting digital advertising - despite pushback from the government that shows no sign of letting up.

The NPD Group released a report about the growth of children consuming digital media - and presumably the accompanying ads - nearly the same day as the House Subcommittee on Commerce, Manufacturing, and Trade scheduled called “Protecting Children’s Privacy in an Electronic World.”

The NPD report shows that children and young teens have become increasingly comfortable with downloadable digital content. There has been a noticeable shift in digital content purchases by children ages 2-14 over the last two years. “Kids are not skittish to use technology that is available to them, and the convenience and instant gratification afforded by downloading content is alluring to them,” NPD analyst Anita Frazier told USA Today. “The ease and short downloading times associated with music downloads means that this is often the gateway activity to downloading for kids, but the large increase in digital games acquisition over the last two years points to how this is becoming a more mainstream way of acquisition across all types of entertainment content.”

The government has caught wind of this trend too, and has been stepping up pressure on advertisers to limit their involvement in this medium.

Read more: http://bit.ly/pmHe61

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