Indiantelevision.com's Kidology: TV still the top media choice for Indian kids: Survey
 
 
 
 
 
 

 
Indiantelevision.com's Kidology
 
 
TV still the top media choice for Indian kids: Survey
 
Indiantelevision.com Team
(29 April 2008 8:00 pm)
 

NEW DELHI: Cartoon Network declared today that 98 per cent of the kids watch television on a daily basis. Revealing the findings of New Generations, their patented kids' lifestyle research, the channel went to add that the number reaches 100 per cent when looked at from weekly consumption point of view.

Interestingly, newspaper ranks as the second most widely consumed media, with 25 per cent of the kids reading it on a daily basis. This is more than twice the level seen in the other markets covered by New Generations which includes Japan, Taiwan and Australia to name a few.

"There is increasing environmental awareness among kids and their parents. 54 per cent of the kids and 62 per cent of their parents are concerned about global warming and 75 per cent of them are pre-disposed to buying environmentally friendly products," said Turner International Asia Pacific vice president research and market development Duncan Morris.

The survey conducted involved 6040 kids aged 7-14 years and their parents in social economic class (SEC) A, B and C in the same proportion that exists in the country. 14 cities across the country were covered in the study with maximum weightage being given to Mumbai (23 per cent) and Delhi (21 per cent).

It was also learned Rs 4.78 billion is given to kids each year as pocket money and gift money and that kids are an influencer in the buying of a range of products for household consumption from toothpastes and soaps to chocolates and biscuits.

Comparing with the previous survey conducted in 2006, there are twice as many DVD homes in the country (44 per cent versus 22 per cent) and 84 per cent of the kids live in homes with a mobile phone (59 per cent in 2006). Furthermore, 9 per cent of the kids own a cellular phone.

The kids preferred to enter a contest by making a phone call, closely followed by SMS. Internet and Post were tied for the third spot, with drop box being the least fancied method.

56 per cent of the respondents travelled together with their parents for a vacation in the past year. Among them, 10 per cent of the kids were the sole decision makers on the vacation destination, parents revealed, prompting to the growing influence kids have on family decisions. A further 59 per cent of the kids suggested to their parents destinations for holidaying.

According to the survey, 4 in 10 kids are computer users and a quarter of the computer users have an access to the internet. Among the internet-using kids, 45 per cent said their favourite activity on their internet was playing online games, followed by listening to music (13 per cent).

"The similarity in the trend among children is striking," said Morris, "Of the places we've covered, we've seen a similar kind of response. For example, look at gaming becoming the most popular internet activity among children. Agreed the access to the internet in India is not the same as in Japan, but the trend can be seen."
 
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