Most children and teens use the Internet for e-mailing, search engines, games, music, and homework. As the numbers of children and teens on the Internet grows the focus of online marketers intensifies. Children are attracted to Internet commercial sites because they are designed to be child friendly. They are colorful and engaging, offering games, information, and items and products the child recognizes.
Major companies focus on the teen and younger market to build brand familiarity.
Branding consists of building a positive impression of a product, linking its name or logo with a positive image or feeling in the mind of the buyer. For instance, by placing successful cartoon characters on a product, companies are able to increase sales whether they are selling breakfast cereal or shampoo. Offering free music downloads, chat rooms, or games on an interactive site snags a child or teen and keeps them coming back. By focusing site design on what interests teens and kids, companies build brand loyalty. Gathering information on children or teens' likes or dislikes also helps companies to create products and tailor their marketing directly to this younger group of consumers.