Drilling Down - Preferring the Web Over Watching TV - NYTimes.comFor children ages 10 to 14 who use the Internet, the computer is a bigger draw than the TV set, according to a study recently released by DoubleClick Performics, a search marketing company. The study found that 83 percent of Internet users in that age bracket spent an hour or more online a day, but only 68 percent devoted that much time to television.
The study found that the children often did research online before making a purchase (or bugging their parents to make one). The big exception to this rule was apparel: like many grown-ups, the children said they preferred to choose their clothes at a store.
Another way of looking at this is -- we've got four years until today's 14 year old becomes most marketers' "coveted" 18 year old demographic target. So let's mark our calendars for the year 2012 with a red dot for the demise of the :30 commercial.
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