KidSense 2006 is a Walt Disney India and GroupM collaborated study on Indian kids and their changing attitude towards brands. The study seeks to understand the changing behaviour of these kids as well as the impact that this behaviour has when it comes to brands. The study has examined kids’ behaviour in different categories. The category covered this time is ‘cars and jeeps’. exchange4media is the exclusive online partner of KidSense 2006.
The results show that when it comes to automobiles, girls are as interested in the category as boys. Also, 63 per cent of the 4-7 age group is interested in this category, with the level of interest increasing to 70 per cent in the 13-14 age group. Both boys and girls equate on this, and so does SEC A and B. Also kids’ interest in cars and jeeps remains the same be it in metros like Mumbai, Delhi and Chennai or cities like Ludhiana, Lucknow, Hyderabad, Chandigarh and Ahmedabad.
Girls notice automotive ads as much as boys if not more and on this count as well the higher TG has a higher recall rate. In terms of a city wise divide, Chennai is the strongest in ad recall at 50 per cent, while Mumbai is the lowest at 23 per cent.
Kids have a role to play on the factor of encouraging a purchase as well and girls are more aggressive here, as are the SEC A kids. Chennai again scores over all other cities on this factor with a 68 per cent influence, Hyderabad follows at 52 per cent. Delhi, Lucknow, Bangalore and Ludhiana are next at over 40 per cent. Mumbai kids score only a 26 per cent on this.
On similar lines, kids are very enthusiastic on being part of any purchase and more importantly, have their brand preferences. Girls again score on this over boys. Again, Chennai and Chandigarh beat Mumbai and Delhi.
The study further reveals that kids actively suggest brands to parents – whether asked or not asked – and that their enthusiasm is acknowledged by parents in at least 35 per cent of the cases interviewed. All age group and genders are equal in terms of further dissection.
Another interesting detail is seen in the fact in 34 per cent of the cases studied the kids are sensitive to the fact that whether the brand of their choice has been bought or not.
To sum up – the study establishes that kids are eager participants in the purchase of cars and jeeps. Of the sample that has been interviewed, 67 per cent has shown interest in automotives. 60 per cent recall the ads they see and 51 per cent have certain brands in mind. Also it is seen that 47 per cent have actually bought the brands suggested by the children.
With 35 per cent of the sample indicating that not only do children encourage parents to buy a particular brand but that parents actually listen to these kids, kids do seem to make an impact for this category.
Disney India and GroupM endeavour to make sense out of Indian kids
KidSense 2006: Surprise! Boys like clothes and girls like cars