In the year 2000, demographic statistics show that there are approximately 59.9 million children in the United States between the ages of 0 and 14. This number should grown by 4% in the year 2005.*

With the increased penetration of computers in both schools and at home today's kids are going online in record numbers: 81% use a computer at school; 40% use one at home. According to a report commissioned by Nickelodeon/Yankolovich having fun and being entertained are the most important benefits of a computer for kids age 6-17. Kids are spending less time watching television in order to go online.

In 1997 kids' discretionary income (allowance) was a staggering $50.7 billion dollars. The average weekly allowance across all ages groups was $5.82. **Kids are also prime influencers when it comes to their parents buying patterns for household items; down to the lifestyle choices of what kind of car fits the family's needs.

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* Source: U.S. Bureau of the Census 1996
**Figures derived from weekly allowance, paying jobs, birthdays, holidays, etc. (e.g., money for school lunches, transportation, etc.) Source-Business Wire 12/21/98