– Online ads, search engines and social media spoiling kids’ belief in Santa – Since 1997, the year Google search launched, 26% of children have had their belief in Santa ended by the internet.
The internet contributes to children discovering Santa isn’t real at a younger age – driving down the average age they stop believing from almost 9 years old in their parent’s childhood to 6 years 11 months old today.
Targeted ads, search engines and seeing the results of a parents’ shop for gifts online are the top online reasons for children finding out about Santa.
In response, and to protect children’s beliefs for longer, www.hidemyass.comhas released a free browser plug-in for parents that cleverly conceals any online content that could lead to children prematurely discovering the truth about Santa – such content is covered with a picture of Santa in his workshop The software can be downloaded at www.hidemyass.com/keep-believing-in-santa It used to be the case that as children got older they would eventually wise up to the truth about Santa.
Perhaps they found unwrapped presents squirreled away in the attic by mum and dad, heard about ‘the great lie’ being whispered on the school playground or simply put two and two together.
However, that was in the days before families lived much of their lives online.
According to new research* by virtual private network provider www.hidemyass.com, in the 18 years since Google search was launched in 1997 an estimated 3.37 million** children in Britain (26%) have actually seen their belief in Santa Claus ended by none other than the internet.
As a result of social media, targeted advertising and the ‘truth’ of Santa being just a quick Google search away, the opportunities for youngsters to stumble across the reality of Santa Claus online, whether by accident or design, are more abundant now than ever before.
The age belief ends The internet seems to be playing such a major role in altering children’s Christmas beliefs that it may be contributing to driving down the average age youngsters stop believing in Santa. Indeed, for children born between 1997 (the year Google search launched) and 2005 (just before Facebook opened to the public), who were between 3 and 10 when they stopped believing in Santa, the average age reduced by 14.4%: from 7 years and 10 months to 6 and 11 months. If such a rate of reduction continued we could potentially see belief in Santa eroded altogether in the next 44 years***. This apparent downward trend is even more marked when compared to the age their parents stopped believing in Santa: on average at 8 years and 7 months – a 19% reduction between the generations.
[photo watsonbrunei.blogspot.com]
The main online culprits Of the 21% of parents that pointed the finger of blame at the internet, the most common online offender was advertising. Indeed, 47% of children had their Santa suspicions raised after seeing ads online for the very gifts they’d wished for in their letters to the North Pole. Additionally, over a third (35%) performed a Google search for Santa and clicked onto a web page explaining that he was no more than a merry myth.
The same number of children (35%) simply watched on in the background as their parents shopped online for Christmas presents. Meanwhile, for one in 10 (10%) children, their holiday happiness came crashing down down after reading an unfortunate Tweet or Facebook post saying that Santa is make believe.
Reflecting the fact that this generation’s youngsters are effectively born internet literate (and spend an average of 11 hours on the internet each week) the research also shows that almost one in 10 (9%) children have turned cyber sleuth and looked through their parents’ internet search history or online shopping accounts to find evidence that mum and dad had procured the Christmas presents, not Mr Claus and his elves.
Such junior detective work is obviously made all the easier with almost two thirds (61%) of parents polled by www.hidemyass.com never deleting their search history or logging out of online shopping accounts during Christmas.
For all of these reasons it is perhaps no surprise that the overwhelming majority of parents (89%) strongly believe that the internet has made it far easier for children today to find out the truth about Santa – and to find out earlier than they had when they were children. Keep believing in Santa .
In response to the findings www.hidemyass.com has today launched a campaign called ‘Keep Believing In Santa’, which aims to help parents navigate the online festive pitfalls threatening to prematurely put an end to their kids’ belief in the benevolent, bearded gift giver.
At the heart of the campaign by www.hidemyass.com is a free browser plug-in for parents that will help to protect children over the Christmas period from the Santa-sapping potential of the internet. Once installed on a web browser and activated, the innovative software monitors all online search results, web pages or social media communications that could threaten to bring a child’s belief in Santa crashing down.
If a child were to search “Is Santa real?” on Google the nifty plug-in would immediately conceal the resulting content with images of a jolly Santa Claus in his grotto. It can be downloaded for free from www.hidemyass.com/keep-believing-in-santa The development of the plug-in has already been welcomed by 72% of parents in Britain, who are keen to see an online feature that will help preserve the mystery of Santa Claus for their children that little bit longer – something 79% see as important.
Cian Mckenna-Charley, of www.hidemyass.com,-photo www.cartoonstock.com– commented: “We all spend so much of our time on the internet nowadays that the lines between ‘online’ and ‘offline’ aren’t just blurred, they’ve been erased completely.
Consequently, as our research shows, this constant connectivity makes it far easier for children to discover online content bringing Santa’s existence into question.
Not only is there a higher likelihood of the internet now being the main source of a child’s belief in Santa ending, it can also result in youngsters finding out sooner than for those born before the digital era.
With this campaign, we wanted to give parents an optional tool that would allow them to maintain the magic of Christmas and the mystery of Santa for that little bit longer.
” Santa Claus himself has issued a video appeal today urging parents to install the software and help protect the Christmas spirit for their little ones.
This can be viewed here: www.hidemyass.com/keep-believing-in-santa. Santa Claus concluded: “Parents! It has come to my attention that some people are taking the joy away from Christmas, by whispering on the inter-web that I’m nothing but a figment of your imagination.
If you don’t want your little whippersnappers to see falsehoods conjured up by internet imps, down-load this thingamabob that covers all the wicked fibs with jolly pictures of me in my workshop. Ho Ho Ho!”