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Advertising To The Biggest Media Multitaskers, Kids

Written on
March 10th 2008
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hispanickids.jpgADOTAS - According to a study on social networking by Grunwald Associates LLC, an independent research firm that specializes in new media market intelligence, 64% of kids go online while watching TV, and almost half of U.S. teens(49%) report that they do so frequently – anywhere from three times a week to several times a day.

These two demographics multitask online, on cell phones and MP3 player, and on other media which suggests that companies must take advantage of this by responding with far more creative multimedia marketing campaigns for their messages to penetrate.

The Kids’ Social Networking Study is comprised of three parallel surveys conducted in the United States. The online survey was given to 1,277 nine to seventeen year olds, an online survey of 1,039 parents and telephone interviews with 250 school district leaders who make decisions on Internet policy.

The study showed that 73% of TV-online multitasking children are engaged in “active multitasking,” which is defined by Grunwald Associates as content in one medium influencing concurrent behavior in another. This trend represents a 33% increase in active multitasking since 2002. While kids are using more media, their attention primarily and overwhelmingly is focused on their online activities.

Other results found in the study include:

  • 50 percent of nine- to 17-year-olds visit Web sites they see on TV even as
    they continue to watch;
  • 45 percent of teens have sent instant messages or e-mail to others they
    knew were watching the same TV show; and
  • One-third (33 percent) of nine- to 17-year-olds say they have participated
    in online polls, entered contests, played online games or other online
    activities that television programs have directed them to while they are
    watching.

At the same time, it is clear that online activities are the primary focus of TV-online multitaskers-and an increasing determinant of what they choose
to watch:

  • 47 percent of kids say they focus their attention primarily online while
    multitasking between TV and the Internet;
  • 42 percent of kids say they focus on TV and online activities equally;
  • Only 11 percent of kids say that TV holds their primary attention while
    multitasking; and 
  • Nearly one in five (17 percent) say they have chosen what to watch on TV
    based on what they are doing online, up from 10 percent in 2002.

“Active multitasking and social networking present a tremendous opportunity to inform engage and empower kids more deeply than ever before,” said Peter Grunwald, founder and president of Grunwald Associates and a leading authority on kids’ media use. “At the same time, it’s important for commercial efforts to be credible and respect kids’ intelligence-and the content they produce. Kids are using social networking tools to create personal content and share their opinions with great speed, passion and influence.”



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