Developmental antecedents to children’s responses to online advertising
Wonsun Shin
Nanyang Technological University
Jisu Huh and Ronald J. Faber
University of Minnesota
Today’s children are increasingly drawn to the internet. Nielsen Company (2009) reported that time spent online among Americans aged 2–11 increased 63% between 2004 and 2009, outpacing the growth in time spent by the total US population. In South Korea, almost all elementary school students use the internet, spending about nine hours per week on the web (National Internet Development Agency of Korea 2009).
Encouraged by the ability of the internet to reach children, advertisers have...