Top Story


Home >> Kids >> Article

Cartoon Network seeks to demystify the New Generation

Font Size   16
Cartoon Network seeks to demystify the New Generation

India’s ‘New Generation’ in the 7-14 age group are wired, concerned about climate changes, want peace, and a whopping 74 per cent kids chose India as their favourite country over America. Cartoon Network’s New Generations survey, which was conducted across 14 cities, sure is an eye opener.

The survey covered kids and their parents in SEC A, B and C towns and cities to find out more about their values and attitudes, preferences, media habits, favourite icons, pocket money, etc. The New Generations survey was conducted over six weeks and concluded in December 2007.

Duncan Morris, VP-Research and Marketing Development, Turner International Asia Pacific Ltd, said, “Concerns become causes to the young once they embrace them. New Generations showcases that global warming, desire for peace, and saving endangered species, among others, have emerged as important issues for Indian kids. As the resident kids’ expert and trailblazer, Cartoon Network has always been close to its core audience and hence, has succeeded in identifying even the most subtle changes in the kids’ mindset.”

According to the findings of the New Generations survey, 84 per cent kids have access to mobile phones, 44 per cent to DVD players, 38 per cent to videogames. 98 per cent kids like to watch television daily. 67 per cent kids feel too much of their time was spent studying. 25 per cent kids read the newspaper on a daily basis. 36 per cent kids received pocket money from their parents. On an average, kids received Rs 193 per month as pocket money. This apart, kids also got an average of Rs 700 annually as gift. 56 per cent kids and their parents traveled on vacation.

And this would be heartening for every Indian – 74 per cent kid chose India as their favourite country as compared to America and Australia. Majority of kids and their parents are concerned about global warming and preferred buying environment-friendly products. 34 per cent kids voted for peace and end of violence in India; 32 per cent kids voted for elimination of poverty and hunger from India; and 25 per cent kids would like to help reduce environmental problems and save endangered species.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Mumbai was chosen in keeping with the company's focus on featuring their proprietary technologies over undiscovered markets like South Asia

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by