Abstract:

The ongoing 'Future of the Internet according to kids' study reveals children's opinions on how this medium is changing the way that they communicate. Understanding media consumption patterns, information sourcing, e-commerce influences and technology acceptance for children is vital to understanding and forecasting how marketing and communications will change in the future as they become adults. This age group must be treated in ways sensitive to their stage of development and vulnerability. This study allows marketers to identify current issues and opportunities to help them draw meaningful conclusions that can be used to develop responsible online youth marketing and advertising initiatives.