Retailers are marketing directly to kids shopping on their smartphones

Children and preteens are more connected to the Internet than ever, which means retailers are looking for new ways to market — and sell — directly to young shoppers on their phones, tablets and laptops. Gone are the days of blanket television ads, marketing experts say. Instead, companies are flocking to Snapchat, YouTube Kids and other mobile apps to reach children with personalized messages. Nearly half of 10- to 12-year-olds have their own smartphones, according to Nielsen. By the time they’re teenagers, 95 percent of Americans have access to a smartphone.

“Kids are shopping on their phones and influencing much more of their families’ spending,” said Katherine Cullen, director of retail and consumer insights for the National Retail Federation. “As a result, retailers are paying a lot more attention to pint-size customers.”