SURPRISE: Kids don’t use the Internet as much as we thought

Kids under 11 don’t stay on line very much. In fact, an August 12 Marketing Daily article has a title that says it all: “Up To Age 11, Most Kids Aren’t Heavy Internet Users.” 

Author Karlene Lukovitz cites a Simmons Kids NCS study called "The Kids and Tweens Market in the U.S" in informing us that most children “…are still into TV, books and ‘old fashioned’ toys, as well as tech-oriented entertainment.”

Here are a few quotes from the article: 

• More than 90% of girls ages 6 to 10 own dolls 

• Nearly 80% of 6-year-old boys own action figures. 

• Girls’ interest in dolls does not begin dropping off until age 11. 

• More than 40% of 9- to-11-year-olds watch two or more hours of television on school days.

Those of us in Toy Nation certainly need to make strong use of the Internet in play and promotion.  We may, however, not want to be so quick in kicking over the tables and abandoning our traditional view that children want to play with three dimensional toys.  It appears that there’s life in the old girl yet.  

Special thanks to Dave Siegel at the Wonder Group for bringing this article to my attention.