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Click here, kids! Advertising practices on popular children's Web sites
Unformatted Document Text:  Advertising on Children’s Web Sites 1 Click here, kids! Advertising practices on popular children’s Web sites The Internet continues to draw people in. As of April 2002, nearly 166 million Americans were online, which consisted of 59 percent of the population (Nielsen//NetRatings, 2002). Children are part of this growing wired population. They access the Internet at home and at school. Nearly all public schools in the US (99%) have Internet access (National Center for Educational Statistics, 2002). At-home-access is also on the rise. Over half of the households in the US that have a school-age child had access to the Internet (US Census Bureau, 2001). Business world never misses the opportunity of utilizing the Web for profit. Online retailing is booming. According to the Online Retailers Association, shoppers spent $51.3 billion dollars in 2001, up 21 percent from the year before. Consumer spending is expected to reach $72.1 billion dollars this year (Shop.org, 2002). Meanwhile, online advertising expenditure is exploding as well. Jupiter forecast that online advertising spending in the US will grow from $6.2 billion in 2002 to $15.9 billion in 2007 (Jupiter Media Metrix, 2002). Children represent profits for marketers. Children under age of 12 spent $29 billion in 2000. Moreover, they directly influenced an estimate of $290 billion in family spending (McDonald & Lavelle, 2001). An estimated 37 percent of children under 13 who were online made online purchases in 1999, and children are expected to spend $100 million in e-commerce dollars this year (Jupiter Communications, 1999). The growing popularity of e-commerce also brings up many concerns that were non-existent before the information age. Privacy is a prominent one. It is inevitable that

Authors: Cai, Xiaomei. and Markiewicz, Kristin.
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Advertising on Children’s Web Sites 1
Click here, kids! Advertising practices on popular children’s Web sites
The Internet continues to draw people in. As of April 2002, nearly 166 million
Americans were online, which consisted of 59 percent of the population
(Nielsen//NetRatings, 2002). Children are part of this growing wired population. They
access the Internet at home and at school. Nearly all public schools in the US (99%) have
Internet access (National Center for Educational Statistics, 2002). At-home-access is also
on the rise. Over half of the households in the US that have a school-age child had access
to the Internet (US Census Bureau, 2001).
Business world never misses the opportunity of utilizing the Web for profit.
Online retailing is booming. According to the Online Retailers Association, shoppers
spent $51.3 billion dollars in 2001, up 21 percent from the year before. Consumer
spending is expected to reach $72.1 billion dollars this year (Shop.org, 2002).
Meanwhile, online advertising expenditure is exploding as well. Jupiter forecast that
online advertising spending in the US will grow from $6.2 billion in 2002 to $15.9 billion
in 2007 (Jupiter Media Metrix, 2002). Children represent profits for marketers. Children
under age of 12 spent $29 billion in 2000. Moreover, they directly influenced an estimate
of $290 billion in family spending (McDonald & Lavelle, 2001). An estimated 37 percent
of children under 13 who were online made online purchases in 1999, and children are
expected to spend $100 million in e-commerce dollars this year (Jupiter
Communications, 1999).
The growing popularity of e-commerce also brings up many concerns that were
non-existent before the information age. Privacy is a prominent one. It is inevitable that


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