PRESS RELEASE / INTERNET: Internet is a family affair - EIAA research shows massive opportunity to engage with digital families

Internet is a family affair
EIAA research shows massive opportunity to engage with digital families

 

London, 7 April 2008 – Research announced today from the European Interactive Advertising Association (EIAA) reveals that adults who live with children are more engaged online than those who don’t, indicating that family needs and wants are shaping web behaviour.

 

The first ever ‘Digital Families’ Report, the latest in the EIAA Mediascope Europe series, reveals interesting insights into the digital lifestyles of Europe’s online families. The research shows that almost three-quarters (73%) of people living with children are logging on to the internet each week, compared with only half (52%) of those without. They are also engaging in a wider range of digital activities than those that live without children, ever extending the depth and complexity of their experience. This increases the opportunity for brands to engage with their audience online and means that marketers must develop targeted and effective online strategies to appeal to today’s online families and meet their specific lifestyle needs.

 

Influencing Entertainment

Almost a third (30%) of these digital parents are watching film, TV or video clips online, demonstrating how entertainment is becoming integral to the family internet experience. It’s an activity which is growing enormously in popularity (+150% since 2006) and with 22% also intending to upgrade to broadband in the next six months, this trend is set to accelerate. 32% are listening to the radio online and 66% now regularly use the internet as a source of news – showing how broadcast and other traditional media are increasingly being consumed online.

 

In addition, digital parents are using the internet to express themselves more and to interact with others. Web activities such as ratings and reviews and creating and sharing content have experienced a significant boost since 2006 (+40% and +27% respectively).

 

Age Differences

The research also shows that the websites visited by digital parents and their online activities vary according to the age of the children.  People living with very young children (between nought and four) are increasingly visiting health and film websites (+24% since 2006) while those living with children between five and nine are going to games sites (+32%). Price comparison sites are seeing a boost amongst those living with children between ten and fifteen (+31%) while those with older children (between 16 and 18) are enjoying more TV sites (+77%). Users living with older children also seem to be more technically advanced – almost half (47%) of those living with children aged 16-18 use instant messaging services compared to 37% of people living with children aged nought to four. A similar trend is seen when comparing film, TV or video clip downloads (30% vs. 22%) and music downloads (36% vs. 32%).

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