Dainik Bhaskar
Colors
Writer: exchange4media News Service - Thursday, Dec 06,2012 6:50 PM

Cartoon Network decodes the New Generations

Cartoon Network has launched the 11th edition of the Cartoon Network New Generations study. Over the past decade, this study has revealed kids’ perspectives across segments such as media consumption habits, economic slowdown, social consciousness, usage of computers, Internet, mobile devices and gaming, responsiveness to advertising, importance of academics versus extra-curricular activities, etc. The study also interviews parents to add more perspective and value to truly understanding the lifestyle of Indian families.

Television Habits: Cartoons remain the preference of kids
Cartoons remain the preference of kids across age groups, with 63 per cent boys and girls tuning in. Amongst favourite shows, ‘Chhota Bheem’ is the clear favourite with 73 per cent kids, followed by ‘Ben 10’, ‘Doraemon’, ‘Mr Bean’ and ‘Tom and Jerry’. Cartoons are also a popular choice amongst parents as 25 per cent parents list cartoons as favourite programme, with Cartoon Network and Pogo ruling the roost. Co-viewing is a popular trend that has been growing over the years. This year, three in five parents watch TV together with their kids every day.

Computers & Internet: More that 50 per cent kids use Internet out of home
Although 58 per cent kids use computers, only 19 per cent own one. But a highly peculiar finding is that a majority of kids use the Internet at places other than their homes such as cyber cafes, schools or at houses of friends and relatives. 46 per cent kids use Internet at home. And a whopping 87 per cent use the Internet at least once a week and almost half use it every other day. Gaming continues to be the most favourite activity online, with 70 per cent preference amongst boys and girls. One of the most interesting facts about the Internet is that although almost all parents at some point have monitored their kids’ usage of social networking sites, only half of them are accurate about their kids’ actual usage (23 per cent parents claim their kids visit social networking sites, whereas 53 per cent kids claim to visit them).

Mobile: One in 10 kids have their own mobile phone
Indian kids are more connected via mobile phones than ever. 73 per cent kids are mobile phone users and a 9 per cent own their own cells. Making calls and gaming are the two most popular activities.

Pocket Money
56 per cent kids receive an average pocket money of Rs 275, but only 37 per cent save it. Further, 53 per cent kids receive gift money with the average annual gift money being Rs 799 in 2012.

In-charge of Choice
Kids continue to influence household decisions of purchase when it comes to white goods, with an average of 22 per cent parents definitely considering their kids’ opinions and an average of 44 per cent parents who may consider them.

Icons: Salman Khan rules Bollywood
When it comes to Bollywood icons, Salman Khan emerges as clear choice as he is twice as popular as King Khan with 37 per cent fan following. Meanwhile, Katrina Kaif topples other divas with a 31 per cent kids fan base. Sachin Tendulkar continues to be the favourite sports icon over the years with a 39 per cent fan following. Amongst toon stars, Chhota Bheem enjoys 35 per cent popularity, followed by Doraemon with 21 per cent.

Studies v/s Extra-curricular
Almost all kids today take tuitions with a growing trend of tuitions in all subjects. English (63 per cent) and mathematics (54 per cent) are the most taught subjects in tuition classes. Older kids participate more in extra-curricular activities than younger kids, with painting and dancing top preferences across age groups.

The New Generations 2012 surveyed around 7,000 kids and parents in SEC A, B and C across 26 centers, including New Delhi, Mumbai, Bangalore, Chennai, Kolkata, Nasik, Ahmedabad, Lucknow, Guwahati and Hyderabad.

First unveiled in 2001, this year the scope has been increased to include 26 centers across metros and non-metro cities.

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