Children's Internet Usage Growing

MediaWeek reports that the number of children going online (for entertainment) continues to grow; at even a faster rate than the general population.

Based on my household's experience I would agree. My son and daughter enjoy spending supervised time on sites like Webkinz and Club Penguin.

According to Nielsen Online, in May 2009, approximately 16 million U.S. children ages 2 to 11 years old were active online, totaling 9.5 percent of the overall online audience.

Not only are the number of children going online increasing but so is the amount of time they spend online. For the general U.S. population over the last five years, the overall time spent on the Internet is up 36 percent. Seems like great growth, until you look at the numbers for the child segment; children's time online is up 63 percent to 11 hours per month. Pretty amazing.

Just like my children, kids in general are going online to play games, view videos, and interact in virtual worlds.

I predict we will also see a lift in young children's use of smart phones. On my iPhone and my husband's iPhone at least 25% of our apps are for our children--coloring apps, educational games, etc. Our children also view cartoons and other videos through YouTube.

A clear sign that if you are a brand and not in the social media space you need to be because that is where your future customers are going to be.

~Milissa Rick, VP of Online Insights