Research from the The European Interactive Advertising Association (EIAA) suggests a "massive opportunity" to engage with families online.
The group’s ‘Digital Families’ report suggests that:
- Seventy-three per cent of people living with children are logging on to the internet each week
- This compares with only half (52 per cent) of those without
Families are engaging in a wider range of digital activities, identified by the research according to the age of their children:
- People living with very young children (between nought and four) are increasingly visiting health and film websites (+24 per cent since 2006)
- Those living with children between five and nine are going to games sites (+32 per cent)
- Price comparison sites are seeing a boost amongst those living with children between ten and fifteen (+31 per cent)
- Those with older children (between 16 and 18) are enjoying more TV sites (+77 per cent)
The study suggests that a range of technology ownership is higher among families: “further indicating the influence of youth on technical skill and openness to adopt.”
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