Walt Disney India and GroupM collaborated study – KidSense 2006 – has thrown some interesting insights into the kid TG. The study is one of a kind given the task undertaken by these media entities to empirically understand and present brand consciousness, ‘Kid Power’ and purchasing influences of kids across 15 ‘supposedly adult categories’ – in the process, establishing what drives the brand home. exchange4media is the exclusive online media partner of this study.
KidSense 2006 has been designed as a two-part study – Quantitative and Qualitative. For the former that dwells in the empirical part, the partner roped in is Indica Research Practices and Consulting and Third Eye for the latter. Elaborating on the quantitative aspects B Narayan Swamy (better known as Nari), Director, Indica Research, informed that for this part of the study, 3,400 kids were studied across 10 markets – Mumbai, Delhi, Kolkata, Bangalore, Ludhiana, Ahmedabad, Hyderabad, Chennai, Lucknow and Chandigarh. These comprised SEC ABC 4-14 and their mothers.
On a broad note, some highlights indicate that six is the new 13 and they are interested in cars, boys like clothes and girls like cars, kids are interested in insurance, some kids actually save their pocket money and that their influence is only limited by their interest – once you have piqued their interest, they know how to get their way.
Drawing an influence–interest hierarchy here, Nari pointed out that interest was influence and that this interest in category could be generated even by an interesting ad.
Interest consumed the base of this pyramid and right at the root is an interesting (to the kid) category. They are interested in the brand being bought. They like to watch ads, they remember ads and as a result, they have a preferred brand in mind and they want to accompany their parents while shopping. The role then moves to influence, where they ask their parents to buy a suggested brand and are happy when the brand is chosen. Today, parents listen to them and kids choose the final brand.
Getting specific, KidSense has brought 15 categories under the scanner, attempting to track the role of the kid from the beginning to the final purchase in these categories. These include air conditioners, cars/jeeps, games/play stations, cellular phones, bicycles/bikes, computers, DVDs/TV, footwear, insurance, music systems, ready-to-eat food, readymade garments, restaurants and travel for holiday.
KidSense establishes that kids have a major role to play in the brand that is finally selected in each of these categories. Some of the results emerging from the study across these categories establish that kids are interested in high involvement categories – the interest level in categories like cellular phones, travel for holiday and music systems is as high as 70-75 per cent.
Not only do they have a brand preference in mind, but they are highly articulated about it and more so in the high interest categories, which includes the likes of bikes, footwear, cellular phones, ready-to-eat food and so on. At the same time, kids are also increasingly getting more curious about parental brand preferences and like to be a part of the conversation when parents are discussing a product and a brand, which makes their involvement in suggesting a brand high and parent in almost 50 per cent cases listen to the kid in the final brand choice.
Kids accompanying parents for shopping is high when it comes to categories like readymade garments, footwear, bicycles/bikes in addition to categories like cellular phones, restaurants, travel for holiday DVDs/TV, music systems, cars/jeeps and computers. They express their emotions on final brand choices and they are enthusiastic about acquiring new brands.
Delving deeper into what they influenced and at what stage they came in – KidSense 2006 aims to look closer at brands, model, colour and pricing and which of these sees participation from the kid member.
Beginning with brand – the study shows that kids exercise significant influence over brands preference, which is interestingly higher in categories like cellular phones and cars/jeeps. Colour is a key differentiator for kids. Model choice, too, is largely the domain of the kids. The only area that kids are not sensitive to is pricing. “Primarily because they don’t completely understand it,” said Nari.
The interest that kids have in brands is mirrored by ad recall rates that kids show across these categories and kids actively like to watch out for the ads that has interested them. In essence, this interest converts these categories to Kid Power Categories.
Another interesting finding that comes through is the kind of influence that kids exert in different categories is similar in each of the SEC and even between male and female. Nari said, “Interest translates as influence. Period.”
Next: Cars/Jeeps category case study
Disney India and GroupM endeavour to make sense out of Indian kids