Study: Games and Social Networks are Formative Influence in Kids

Video gaming drives the online experiences of children ages 2 to 14, according to a new survey conducted by The NPD Group for the Toy Industry Association. According to the survey, 76% of US online kids used social networks and gaming Web sites.

Online buying patterns are set early. More than 28% of kids who use social networks, gaming and entertainment Web sites have purchased something from those sites—either a physical item or digital content.

“When we see that about 75% of kids ages 6 to 8, and over 90% of kids older than that are accessing online content, it is obviously an integral part of most kids’ lives,” said Anita Frazier, analyst at NPD.

“The implications and untapped opportunities for any business that considers kids to be an important consumer segment can be enormous,” Ms. Frazier said.

The NPD Group Via eMarketer