exchange4media caught up with Duncan Morris, Vice President, Research and Marketing Development, Turner International Asia Pacific Ltd, on the occasion of the unveiling of Cartoon Network’s kids’ lifestyle research titled ‘New Generations’.
As per the eighth edition of the ‘New Generations’ survey, Indian kids are more concerned about poverty and hunger, but they are less aware of swine flu. They prefer the 20-20 format of cricket than One-Day Internationals. And they would like to see Sonia Gandhi as prime minister of the country. Interestingly, very few of the kids want to marry by the age of 30. The New Generations’ survey was conducted across 3,431 children in the 7-14 age group across 15 centres in India.
Speaking to exchange4media, Morris said, “This is the first time that parents of younger kids (in the 4-6 age group) have been included in ‘New Gen India’. Mothers of these kids have answered on behalf of their children. We asked them about their household spending – keeping the economic downturn in mind, are they spending less or more.”
“We found more influence of parents on kids in this age group (4-6 years). There are very little differences between a 14-year old and a 4-year old kid when it comes to playing games or watching cartoons on TV,” he pointed out.
Elaborating on the responses of Indian children on questions regarding global concerns, Morris said that issues like climate change and environmental pollution were not the key issues for them, however, they strongly reacted on issues like poverty and hunger.
The survey found that pocket money given to Indian children has gone up despite the economic slowdown. As per the survey, pocket money has increased by as much as 34 per cent at Rs 258 per month from Rs 154 in 2006. According to Morris, this increase was mostly due to the reason that India had not been as badly hit by the global recession as most parts of the world.
When asked how this research would help in the content creation of Cartoon Network, Morris explained that though it would not directly impact the programme or content, the survey results would help in finding the right target audience and they could reach out to them using the Internet and engaging the children in other ways.
On the access of kids to social networking sites, Morris said, “This is the first time we have included social networking sites in our research. In the last one month alone, nearly 14 per cent children have visited sites like Orkut and Facebook. These sites are basically for adults, but still some new trends can be seen in our research.”
Launched as a pan-Asia Pacific initiative in 1998, ‘New GenerAsians’ is one of the largest kids and lifestyle surveys in the Asia Pacific region. Cartoon Network raised the bar on this survey in India and remolded the research to focus solely in India, along with increasing the scope to 15 cities and including parents as respondents. First unveiled in 2001, this remolded India-only version was renamed ‘New Generations’ and is said to be the largest kids’ research in India.