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BizReport : Trends & Ideas archives : January 06, 2010

NPD Group: Digital downloading starts age 6 and under

Children aged six and under are already downloading content from the Internet but, if you want to get your digital download in to the hands of children, their parents are the key, found a new NPD Group study.

by Helen Leggatt

npdLogo.gifAccording to the NPD Group's study of women with children age 2 to 14 in their household, marketers need to focus their marketing campaigns as much on the parents as they do the children. Why? Because 43% of children obtained their first digital download at the tender age of six, or under.

"Since parents are the first touch point for children this age, it is important for companies to develop marketing strategies that reach parents as well as kids," said Anita Frazier, industry analyst, NPD Group.

The study, "Kids and Entertainment Content", also found that:

- 79% of children age 2-14 have obtained some form of digital or physical content in the last 12 months

- 31% obtained both digital and physical content

- Less than 1% of children obtained digital content only

- $0.85 of every content dollar spent was on physical content and $0.15 on digital

- 19% of children said they had used an in-store video rental service in the past year; 12% used an online video rental service and 14% used an online music service.

Tags: digital content, digital download, digital marketing, download, online trends, physical content

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