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According to the new research study, Online Play: Earning Mom's Trust and Children's Interest, gaming is the primary activity driving the online experiences of all kids ages 2 to 14, with 76 percent of all kids on the Internet drawn to social and gaming sites, and education sites rivaling the attention of Tweens (9-12) and Young Teens (13-14).

The report was commissioned by the Toy Industry Association, Inc.™ (TIA) with The NPD Group, Inc. to help industry players understand what’s driving moms and kids ages 2 to 14 to social, gaming and/or entertainment (SGE) websites, as well as the perceived benefits of using these websites.

“The report shows that the online experience is an especially social one for kids of all ages, who rarely go online alone,” said Daniela Weiss, Vice President of Strategic Marketing and Communications at TIA. “This close analysis of the play pattern can lead to new product innovation.” For example, research indicates that siblings play a large role in the online experience, suggesting an opportunity for content that can appeal to multiple consumers with team-oriented participation.

The report drills down to the specific behaviors and preferences of kids in each age group, spanning 2 to 14, and their moms. More than one-quarter (28%) of kids who use SGE sites have purchased either a physical item or digital content from these sites.

Moms are clearly instrumental in guiding their child’s online experience, and moms are the gatekeeper even for older kids, illustrating the importance of earning mom’s trust. The report cites examples of the site attributes that are trusted by moms and well as key values, with educational topping the list.

“When we see that about seventy-five percent of kids ages six to eight, and over ninety percent of kids older than that are accessing online content, it is obviously an integral part of most kids' lives," said Anita Frazier, industry analyst, The NPD Group. "The implications and untapped opportunities for any business that considers kids to be an important consumer segment can be enormous."

Overall, the report is designed to assist companies in the youth market in their efforts to:

• Understand how physical toys allow kids to interact with websites
• Gain insight into the website activities kids prefer and how they differ between boys and girls and among varying age groups
• Develop website content that will satisfy and entertain consumers (mom and kids)
• Gain insights into how select brands have captured the interest of the “online kid”

For more information or to purchase a copy, please send an email to: KidsReport@npd.com. As an exclusive membership benefit, TIA members receive a 10% discount.

Source Toy Industry Association

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VizWoz virtual cinema scheduled to feature summer blockbuster releases from Walt Disney Studios, Paramount Pictures, Universal, Twentieth Century FoxVizWoz, one of the UK's fastest growing virtual communities in the kids and teen sector, announces key content partners across several of the major film studios including Paramount Pictures, Walt Disney Studios, Universal and Twentieth Century Fox. The studios will be providing content for the VizWoz virtual cinema including previews, film clips, trailers and interviews from a strong line up of theatrical releases. Hits including Iron Man, Indiana Jones, Nim's Island, Wild Child, Meet Dave, and the eagerly awaited Disney / Pixar's summer blockbuster film, WALL-E are among several big movies being showcased on this dynamic digital platform.

The Viz Cinema launched on 14 May 2008 and during the first 3 weeks of opening, the virtual cinema attracted 75,865 hits already offering film studios and broadcasters strong exposure to the young market. VizWoz.com boasts strong overall site figures with 4,205,000 room movements to date, 600,000 games played (including multiplayer), 335,000 total logins, and the average time spent online now amounts to 1hour 41 minutes. Users enter the virtual cinema in VizWoz.com to watch extracts from blockbusters and other TV content including episodes from popular animations such as Pat & Stan which is regularly refreshed and updated for young viewers to enjoy.

With its advanced technology, rich graphics and cutting edge flash animation with no download, the visual world of VizWoz provides a strong platform for special effects driven content. Film, TV and music all play a key role in enhancing the sites' strong entertainment values. There are a wide variety of opportunities for content partners to maximize their reach through fully integrated bespoke campaigns and a host of interactive features on VizWoz.

Twentieth Century Fox have been one of the first to run a bespoke promotion in VizWoz to drive pre-awareness for their forthcoming theatrical release, Meet Dave, starring Eddie Murphy. The treasure hunt has proved a big success among the rapidly increasing kids and teen audience and received strong exposure with over 660,000 room visits during the 2 week interactive competition.

VizWoz also recently launched the DJ studio and a media player including Viz Radio which allows users to listen to stream non stop chart music. The media player can also simultaneously stream music videos and users can save playlists of favourite tracks and share those of their friends. This week, VizWoz has launched a DJ competition as part of a UK search to find 'VizWoz DJ of the Year 2008' tapping into the pool of musical talent amongst the youth sector fronted by Warner Music's DJ Ironik who is a big hit already in the teen sector and hoping to reach no.1 in the charts this month.

Dan Laurence, CEO and Founder of VizWoz, comments; ”Entertainment is the heart of VizWoz and therefore we are committed to providing our audience with top quality content that will keep their fingers on the pulse with all the latest movies, music and gaming. Partnering with the major film studios forms an integral part in our on-going strategy to create the no.1 destination of choice for kids and teens to catch all the latest movies, watch music videos, listen to their favourite tracks, play games or just hover and hang out. Our aim is to offer a one stop portal where kids can enjoy spending time in a safe and engaging environment that they can rely on to keep them ahead of the game.”

Source - Retail Bulletin

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