eMarketer.com has published an interesting article on their site looking at advergames and targeting children online (in the US only). The report is based on the KFF report (see here) and a survey from Harris Interactive.
The findings confirm that the internet is indeed becoming the new television - or favourite hobby - for children: 48% of US children spend more than 1 hour a day on the net at home, 23% even more than 2 hours. And online gaming (advergaming?) takes the lionshare of the time spent online: 81% of the children aged 8-12, 78% of 13-15 year olds and 72% of 16-18 year olds play games online. This makes it the most popular activity for kids under 16.
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