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BizReport : Search Marketing : August 04, 2008

Tweens use search to navigate 'Net

Search is an integral part of a tween’s online toolbox, according to a new study commissioned by DoubleClick Performics, and an online channel much overlooked by many marketing to youngsters.

by Helen Leggatt

double%20click%20logo.gifEight of out 10 tweens use the Internet for at least one hour a day, compared with 68% reporting they watch an hour of TV per day. The Internet is clearly a leading channel for marketers to reach this demographic.

How are tweens navigating the Internet? No less than 40% of tweens, youngsters aged 10 – 14 years old, use search engines to find information on the Internet, says DoubleClick Performics’ Stuart Larkins. And which search engine is most used by tweens? Why, Google, of course. Over three-quarters of tweens who used search to find products and information online used Google and the second most popular was Yahoo, used by 14%.

“To capture the demand generated in complementary channels, marketers should incorporate search ads into other online and offline marketing campaigns,” said Larkins in a recent Chief Marketer article. “While a nice rule of thumb for any marketing program, this golden rule is especially true when targeting tweens.”

Tags: search engines, search marketing, tweens

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