A survey to gladden marketers' hearts reveals that US children are less likely to skip through TV commercial breaks than their parents.

The findings, by Mediamark Research, show that nearly 60% of children in the 6-11 age group will watch a commercial when it comes on air. The researcher quizzed around 5,400 youngsters, who also revealed a fondness for 'old' technology.

More than half told the American Kids Study that they listen to music on CD players more than on MP3 players, and that 74% listened to music most often on car radios.

More than 50% of those surveyed have a TV set in their bedroom, while just 16.8% have a computer and only 8.1% say they go online everyday. When they do connect to the internet, gaming is the most popular activity.

Mediamark plans to update these findings regularly and will supplement the data with the results of research among parents or guardians of the young respondents. This will ask how interaction between parent and offspring shapes the latter's media consumption and purchasing behavior.

The study's charter subscribers include media agencies such as Carat, MediaVest and MindShare as well as media companies like the Cartoon Network and Time for Kids.

Data sourced from AdAge (USA); additional content by WARC staff