Some of the findings of the recently released Walt Disney India and GroupM survey ‘KidSense 2007’ show that while television is still the key driver for the way kids perceive a brand, other media such print and Internet also play a role in the kids making a final decision.
The study indicates that the duration for television viewing increases significantly during weekends and holidays. On a city-wise comparison, Mumbai kids spend a larger number of hours watching television on school days as compared to other metro cities. Cable connections are still the prime source of distribution, and 26 per cent of the kids in the CAS/DTH metro households influence the choice of channels viewed.
It is clear that television continues to be the most influential media, with 61 per cent kids watching ads of different product categories on television. The survey also shows that ads with cartoon characters work with kids across most centres. While younger kids prefer ads featuring cartoons, the older ones prefer those with film stars and good music.
Interestingly, print scores next on the media list of kids – 55 per cent kids read newspapers while 45 per cent tune in to the radio. It was also found that print is significantly high in the tier I cities as compared to metros – kids in tier I towns read more than metro kids, while the latter spends more time on TV.
The time spent on radio also increases on weekends and holidays. Radio listenership goes up considerably in tier I towns on weekends and holidays. Time spent listening to radio is similar across age groups. Radio is a preferred mode for listening to music; the share of MP3 players and mobile phones with FM radio is on the rise.
Internet awareness is increasing in the kids’ TG as well. Tier I kids access Internet mostly from home. The incidence of surfing for younger kids is higher from schools than other locations, while for the older kids, cyber cafes are highest. The incidence of cyber cafes is more in metros, while home as the place to access the Internet is more in Tier I towns. Education, games and entertainment are the top scoring activities. Tweens prefer to game on, while teens groove to the music. Incidence of visits to shopping malls, too, is significant for kids.
Radio and magazines score with girls, while Internet scores high with boys. Radio is more skewed towards metro kids.
Kids also respond to the outdoor medium and data shows that 83 per cent notice ads outside home; 92 per cent notice ads at roads; 65 per cent at bus stops; 59 per cent see ads on buses, while 47 per cent notice ads in malls. Hoardings and bus stops score for both metro and tier I town kids; malls and multiplexes score for tier I kids too.
Disney’s ‘KidSense 2007’, which was conducted and collated by research firm IMRB International this year, underscores kids’ media interaction and consumption habits across conventional and new media. The topline findings also highlight the increasing influence of kids in the family purchase decisions across 13 product categories, including those which are not directly consumed by kids.
This quantitative survey covered kids in the age group of 8-14, and parents of kids aged 4-14, belonging to SEC A and B households. The fieldwork was carried out this year from July to September across 10 cities – Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Lucknow, Ahmedabad, Ludhiana and Jaipur. The survey was carried out among 3,560 respondents.
KidSense 2007 finds kids have moved from being ‘influencers’ to ‘consultants’