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For tech-savvy Indian kids, Nokia is coolest brand, camera phone hottest-desired item

05-April-2006
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For tech-savvy Indian kids, Nokia is coolest brand, camera phone hottest-desired item

With Indian kids increasingly becoming tech-savvy – 40 per cent of them are computer literate – there has been a significant change in their aspirations and lifestyle, observes the ‘New Generations 2005’ survey on Indian kids by Cartoon Network.

The survey, conducted by market research agency Synovate, reveals that almost 40 per cent of kids aged 7-14 across cities and SEC strata are computer users and have used a computer in the past month. While 54 per cent of SEC A kids use computers, 37 per cent of SEC B and 34 per cent of SEC C are computer users. On the other hand, there is only a slight difference between boys (40 per cent) and girls (38 per cent).

One in six computer users also surf the Internet with more boys (20 per cent) than girls (15 per cent) surfing cyber space. Internet surfing increases with age with 20 per cent of 10-14s accessing the Internet, compared to 11 per cent of 7-9s. 58 per cent of Internet users ‘usually access’ the Internet at school, 26 per cent at cyber cafés and 17 per cent from home.

Mobile phones with cameras rank the highest in the list of gadgets of desire for kids in the 7-14 age group, with 74 per cent of the children who have heard of one saying they would like to own one. Nokia turned out to be the coolest brand among this age group with 72 per cent agreeing that Nokia was ‘very cool’, followed by Sony (71 per cent), LG (60 per cent), Reliance (56 per cent).

The survey found that 84 per cent of parents have taken their children with them for shopping, with 63 per cent of them shopping with their kids at least once a month. One in four kids ask for something (every time) while they are out shopping with their parents and most of them get what they want as well. A child’s opinion and choice is taken into consideration while deciding on purchasing even high value items. 71 per cent of parents agreed that their child influenced which brand was chosen while buying TV sets, 70 per cent for computers, 67 per cent while buying mobile phones and 66 per cent on the purchase of a car.

This year, the scope of the research has been expanded to include 15-19 year olds, 4-6 year olds, socio-economic class SEC C, as well as a number of new categories such as Health and Diet, Gadgets and Technology brands, Shopping and Kids’ Perspectives.

First launched in 1998, the survey was conducted during November-December 2005 covering 14 cities and 8,927 respondents comprising 4,043 children between 7 and 19 years and their parents plus 841 mothers of 4-6 year olds. The sample was evenly split by gender, SEC A, B & C and age ranges of 4-6, 7-9, 10-14 and 15-19.

Duncan Morris, Vice-President, Research and Market Development, Turner International Asia Pacific Ltd, said, “Being the trailblazers in the kids’ entertainment category, Cartoon Network also pioneered the use of large-scale research surveys focused on kids. With subsequent editions of ‘New Generations’, Cartoon Network seeks to trace and update the trends related to various aspects of Indian kids’ lives and make this valuable survey information available to all those who are concerned with Indian children. With extended scope and a number of new research categories, the survey once again provides the latest and most comprehensive guide to kids in India.”

“New Generations, 2005 from Cartoon Network continues to build on its wealth of information about Indian kids and once again promises to be full of attention grabbing insights into Indian kids’ lifestyles, habits, preferences, etc. Like its predecessors, New Generations 2005 is sure to be of great benefit and a reference guide to organisations and individuals with a focus on Indian kids, and aims to help further develop their expertise in this area,” said Krishna Desai, Senior Manager, Research, Turner International India Pvt Ltd.

Launched as a Pan Asia Pacific initiative in 1998, New GenerAsians is one of the largest kids’ lifestyle surveys in the Asia Pacific region. First unveiled in 2001, this remodeled India-only version was re-christened ‘New Generations’ and is the largest kids’ research study in India. ‘New Generations 2005’ is the fourth India-only survey.

Turner Broadcasting System Inc, a Time Warner company, is a major producer of news and entertainment products around the world and the leading provider of programming for the basic cable industry.

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