TV also for info, 62% kids feel & 50% access Net independently: Kantar IMRB

MUMBAI: In an attempt to delve deep into the Indian kid’s market and understand their interaction with their environment, Kantar IMRB has launched its annual property KidScan.

The study draws up a holistic report on how kids consume brands - with a special focus on food, beverages and related categories. A segment on how media is consumed - with a special focus on television and emerging media also forms an integral part of the study. It also unearths the level of peer influence and its implications on the kids’ purchase & consumption, their ambitions, key drivers and barriers to choice, lifestyle, the amount of pester power they yield, parental pressure and much more. In a nutshell KidScan serves the purpose of a handbook for marketers relevant to the space.

The quantitative study combines innovative approaches utilizing both face to face and self-filling questionnaires. The findings are derived from a robust sample size of 2500 kids in the age group of 5 years- 14 years and an equal number of parents, belonging to New SEC A, B & C households, spread across 14 cities in the country.

The study also highlights the real time record of kid’s regular activities and analyzes the communication conundrum to get the brand message across. This study shows that kids act as brand consultant for categories that are targeted to them as well as for big ticket brands operating in categories like consumer electronics, automobiles, etc.

To better understand the kids’ views on the outlook for retail industry, this study shares some insights like 69% of the kids thinks it is important to wear latest fashion. It also breaks the clutter in the market which helps brands to deliver the target message across.

The study also seeks to understand the product trends of different industries. Advertising also plays a huge role to shape kids’ preferences and influence them to buy brands. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice. Same goes for the Digital and Television categories, where 62% of the kids feel that TV is not only for entertainment but also a source of information. For example, 63% of the kids watch English channels to improve their English. The study found that in Digital category, 17% of the Kids who use internet, have accounts on Facebook and they mostly use Facebook for Chatting (15%) and 55% of internet users feel internet is a close ‘buddy’.

With the ability to demonstrate how kids act as brand consultants / active agents, Kantar IMRB’s KidScan is a marketers’ minefield of information.

Key Learnings

1. Wearing Latest Fashion is Important for 69% of the Kids
2. Deciding what to wear evokes a feeling of confusion in 41% of the kids
3. 62% of the Kids feel that TV is not only for entertainment but also a source of information
4 77% of the Kids feel that it is important to save money for the future
5. 1 in 2 Kids access Internet without anyone's help
6. 4 in 10 kids watch serials even when their mother is not watching
7. 63% of the kids watch English channels to improve their English
8. Kids spend 48 minutes on an average school day and 60 minutes on a holiday using a mobile phone/tablet
9. 63% of the Kids spend their pocket money on biscuits
10. 36% of the kids claim to definitely go and buy the product because they felt that the ad was nice

Latest Reads
Dishum TV's quest to succeed in the Bhojpuri market

MUMBAI: Week 24 of BARC's data for the Bhojpuri market was out on Thursday. Like most weeks, this time too there were no revelations. For the longest time, this space has been captured by two players - Big Ganga and Bhojpuri Cinema - and there's no evidence to suggest a potential disruption in the...

Television TV Channels Regional
Colors Tamil the new entrant in BARC's week 24 data for Tamil market

MUMBAI: Colors Tamil, the newly launched Tamil regional channel of Viacom 18, was the new entrant in the Tamil market after BARC released its rating for week 24. Star Maa, a Telugu channel of Star TV, topped the charts, with Big Ganga settling for second position. There wasn’t much change in the...

Television TV Channels Viewership
V6 News set to launch Telugu GEC

MUMBAI: VIL Media Pvt Ltd-owned V6 News, a 24-hour Telugu satellite news broadcaster, is set to launch a general entertainment channel. V6 News, launched in March 2012, managed to gain popularity among the audience in Hyderabad and Telangana market within a short span of time. Earlier, it was...

Television TV Channels News Broadcasting
&TV presents Laal Ishq - passionate love stories with a supernatural twist

We promised to be together forever. Nothing could take us apart - not even death. Even though my body has long gone, my spirit still lives on… my soul will always be with you. For true love, never dies. &TV’s latest offering Laal Ishq, a series of passionate love stories with a supernatural...

Television TV Channels GECs
Zee Anmol retains lead in GEC (U+R) in BARC's week 24 data

Zee Anmol retained its top spot in Broadcast Audience Research Council (BARC) data for week 24 in the Hindi GEC (U+R) market. While Star Utsav and Rishtey swapped their third and fourth positions in the rural market, Star Plus and Zee TV exchanged second and third positions in the urban segment.

Television TV Channels Viewership
BARC, Week 24: Rebublic TV dominates, Mirror Now enters top five

MUMBAI: Times Network’s English news channel, Mirror Now, replaced NDTV in the All India Broadcast Audience Research Council’s (BARC) week 24 rantings, as Arnab Goswami's Republic TV continued to dominate the English news market While Aaj Tak led the charts in two Hindi news markets, ABP News...

Television TV Channels Viewership
What next with Fox-Disney-Comcast ?

MUMBAI: Part poker, part chess. That's exactly how the Disney-Comcast bidding war for Rupert Murdoch's entertainment conglomerate - 21 Century Fox - is being played out. The intense, see-saw battle for the media empire, which includes Hollywood studios, cable networks and streaming businesses, isn...

Television Production House Post Production
Sky News gets 15-year commitment from Disney in takeover battle

MUMBAI: Disney has refrained from selling Sky News without the U.K government’s permission and offered British authorities a commitment to operate Sky News for 15 years. For its part, 21st Century Fox has offered new commitments in an attempt to get its $15 billion bid for Sky over the finish line...

Television TV Channels News Broadcasting
Discovery picks Park Avenue address for new global HQ

MUMBAI: Discovery Inc. has selected a Park Avenue address for its new global headquarters. The company is also expanding facilities and adding jobs in Virginia. The company has signed a long-term lease with TF Cornerstone to occupy the entire space of 230 Park Ave South. According to,...

Television TV Channels Viewership

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories