Kids ages 2 to 11 averaged an ad click rate of 0.87 percent in June, compared with 0.45 percent for the overall Net audience, NetRatings said. However, though the click rate is higher for younger kids, it continues to decline. Advertisers will have to know what's working and what's not when it comes to reaching this segment.
Net advertisers face an even bigger challenge in reaching other children, the new research suggests.
The teen audience click rate fell well below that of other age groups, NetRatings reported, with the average click rate for 12 to 17 year-olds at 0.19 percent in June. The click rate for those 18 to 20 came in at just 0.11 percent. Jaded by advertising, they've historically clicked at a lower rate than the average Internet audience. Teens did click much more often on ads highly targeted to their interest. Eastpak, which featured an online contest for a free backpack stuffed with prizes, drew a click rate of over 20 percent.