Abstract
Purpose – To find out the online surfing habits of kids and recommend ways companies can improve their online message to target young consumers.Design/methodology/approach – The article considers how the owners of websites targeted at children relate to their audience. It investigates the online surfing habits of kids, the drivers behind their Web usage, the activities kids use the Web for, and what appeals to children online (and importantly, what doesn’t). It includes practical recommendations for website owners based on kids’ online preferences and suggests how brand owners can build customer loyalty online, analyse Web usage and segment users. It also cites several case studies of websites targeting children to highlight some individual company strategies, and mentions areas of concerns, such as data privacy online.Findings – The Internet is an increasingly important channel for targeting young consumers. Children use the Web for a mixture of activities; they are naturally inquisitive and like to use ...
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