Advertising or games? Advergames on the internet gaming sites targeting children
Ewha Womans University
University of Kansas
As internet use among children grows more prevalent, it has become a powerful force in the lives of young people. The Pew Internet and American Life Project estimated that 93% of teens aged 12 to 17 went online in 2009 (Lenhart et al. 2010). A Kaiser Family Foundation study in 2010 found that more than eight in ten (84%) of young people aged 8 to 18 have internet access, and have spent an average of nearly 1.5 hours every day using the internet, including online games (Rideout et al. 2010). Among children under the age of 5 who use the internet, about 80% do so at least once a week (Gutnick et al. 2011). In particular, playing online games is one of the most popular internet activities among young children (Lenhart et al. 2008; Marsh 2010; Rideout et al. 2010).