A quarter of kids are spending more offline on CDs, concert tickets, videos and computer games since they began surfing the Net. Not only is spending up, but the Web is helping kids be more discriminating consumers offline. Seven out of 10 say the research they do directly influences the choices they make offline. Online or offline, though, the best advertising comes from other kids. Word of mouth earned top honors from teens for offline promotions, and recommendations from chat rooms and instant messages was their favorite form of online promotion.
Kids consider Web sites and emails as effective as print ads.
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