Videogames have become a daily activity in the lives of today's children, according to a study from JuniorSeniorResearch and reported by BusinessWeek (via MediaBuyerPlanner). The study, which polled 4,000 boys and girls up to the age of 15, found that 61 percent play videogames daily, and 65 percent of those prefer to play their games on the PC rather than console or handheld.

Some 92 percent of children say they have seen an ad for a game - 63 percent say on TV. More than 15 percent say they see videogame ads online (only 11 percent say they see them in print).

Kids also tend to look online for further information on the games in which they're interested.

"Although children prove a difficult to reach target group through their fragmented media use, game developers can count on 'digikids' actively searching out their information and products," stated JuniorSeniorResearch.