The NPD Group has released new research commissioned by the Toy Industry Association (TIA), which shows that gaming is the primary activity driving the online experiences of all kids ages 2 to 14. Social and gaming sites were found to be the most popular types of sites used by all kids (76 percent), while education-related sites gained traction among "tweens" (9-12) and young teens (13-14). NPD noted that "more and more web developers are offering the best of both worlds now as they create 'edutainment': game oriented content that is clearly educational (fishing for letters, counting, spelling)."

Importantly, the study also found that 13 percent of kids 2-14 actually go shopping online. "Here is a new breed of consumer who wants it all. Manufacturers and retailers of kid's products should consider this consumer group when placing advertising online," NPD commented.

The prevalence of social and gaming sites for today's kids has clearly affected how they spend their time with other entertainment. "When presented with a question about which activity kids would be most likely to spend less time on in order to have more time online, the clear leaders are watching TV shows and movies. The fact that these two activities are most expendable is not too surprising since kids can access similar content online by watching videos or interacting with their favorite TV characters. In fact, kids may view the Internet as an extension of their television experience and therefore find it easy to transfer their attention between the two mediums," NPD stated.

"When we see that about seventy-five percent of kids ages six to eight, and over ninety percent of kids older than that are accessing online content, it is obviously an integral part of most kids' lives," said Anita Frazier, industry analyst, The NPD Group. "The implications and untapped opportunities for any business that considers kids to be an important consumer segment can be enormous."