Children aged 2-11 increased their average number of web page views in October by 36% year-over-year, compared to average growth of 15% for all web users, Nielsen/NetRatings reports.
Nielsen notes that there were 12.8 million children aged 2-11 with Internet access who each spent an average of more than seven hours online in October. They viewed 264 web pages last month, up 36% from 194 in October of last year and up 106% from 128 pages viewed in October 2002.
The average number of web page views last month by boys in this age group grew 55% over last year, to 256 from 165, while the average number for girls in the same age group grew 22% year-over-year to 272 from 223.
But while their rate of growth of page views is higher than that of the average web user, young children are still behind in the number of pages viewed. The average number of page views for the average web user rose 2% year-over-year last month, to 911 from 895, Nielsen says.
“While kids are not necessarily spending more time online, they are digesting more content at a faster pace,” said Charles Buchwalter, vice president of analytics. “Savvy marketers are successfully integrating brand loyalty initiatives by translating television programming into engaging web sites that provide kids with interactive, kid-friendly destinations featuring their favorite characters, keeping kids focused on their web sites.”
Nielsen says girls aged 2-11 expressed the most interest in MSN Messenger Service, AOL Instant Messenger, Cartoon Network, DisneyChannel.com and Macromedia, in that order. Boys aged 2-11 preferred the DisneyChannel.com, RealOne Player, Kraft Entertainment, Amazon.com and Cartoon Network.
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