Harris Interactive recently released two reports on marketing to children online. What is important to remember while reading these findings is that while kids and teens might not have the spending power of their parents, there is no doubt that their ability to influence purchasing decisions is immense. Of the estimated 61 million people between the ages of 3 to 17 (US Census Bureau data) a startling 74% are regular internet users and 39% of kids ages 3 to 11. The internet usage rates amongst teens and kids is expected to continue to grow in 2008. According to Harris Interactive, American teens and kids spend an average of 40 minutes to an hour online per day. The most popular activity for these demographics appear to playing games. Teenagers 16 + spend more of their time online surfing the internet, doing their homework, and using social networking sites.

Teens and kids have a great influence in the food and clothing industries. Marketers have begun to employ more advergames on their web sites to promote new products. In a recent study by Kaiser Family Foundation, 73% of corporate web sites had a advergame that a visitor could play. Drawing the distinction between a fun game and encouraging a child to influence a purchase decision after playing a advergame is something marketers are currently working on.