Keeping up with the kids

Abstract

Purpose

To find out the online surfing habits of kids and recommend ways companies can improve their online message to target young consumers.

Design/methodology/approach

The article considers how the owners of websites targeted at children relate to their audience. It investigates the online surfing habits of kids, the drivers behind their Web usage, the activities kids use the Web for, and what appeals to children online (and importantly, what doesn’t). It includes practical recommendations for website owners based on kids’ online preferences and suggests how brand owners can build customer loyalty online, analyse Web usage and segment users. It also cites several case studies of websites targeting children to highlight some individual company strategies, and mentions areas of concerns, such as data privacy online.

Findings

The Internet is an increasingly important channel for targeting young consumers. Children use the Web for a mixture of activities; they are naturally inquisitive and like to use search engines to discover new things. They also have a shorter attention span than adults, dislike too much text and complex interfaces. One way of building a deeper relationship with visitors is to ask them to register using incentives. In exclusive areas for registered guests, Web analytics can be used to identify popular items.

Originality/value

The paper is of interest to any brand owners who want to improve their website’s appeal to young consumers. It also offers insight into kids’ surfing habits and preferences, which makes it of interest to companies and agencies marketing to kids.

Citation

Bennett, C. (2006), "Keeping up with the kids", Young Consumers, Vol. 7 No. 3, pp. 28-32. https://doi.org/10.1108/17473610610705345