It’s no surprise that kids have the power to influence their parents when it comes to purchasing anything. They are no longer mere consumers but rather high purchase influencers today. To understand their behavioural pattern, Turner has released its flagship research study, New Generations 2016, which puts the spotlight on lifestyle, opinion, behavioural pattern and spending habits of over 6,690 kids ranging from the age of 7 to 14 years and parents of 4 to 14 years old kids, across 1 million towns were surveyed in India. New Generations is a guide for brands, marketers and advertisers to decode the trends and consumption patterns that define the New Generation kids. This year’s research focuses on the ‘The Plurals’, who by definition, are those born between 1997 and 2015.
The report highlights that even in the growing digital age, television ranks as the number one form of media consumption at 97 per cent with cartoons being the most watched genre by kids and parents alike. Turner International India, MD, South Asia, Siddharth Jain said, “We are pioneers in setting benchmarks in the kids’ entertainment industry and are constantly innovating to create unique worlds for them. This means engaging them beyond the linear screen to entertaining them on apps, games (web and mobile) to mega-events on the ground and an extensive range of licensed and merchandised product.”
Key Highlights of New Generations 2016
Media Consumption: Television ranks as the number one media consumption
New Technology: Use of technology amplified exceptionally as kids live in connected homes. Gaming—the number one online activity for children
Purchasing power: Pocket money given to kids in 2015 has grown a 100 per cent
Kids and their environment: Kids chose to eliminate poverty and promote peace. Aware and want to participate in ‘Swachch Bharat Abhiyan’
Advertisements: Ads consisting of their favourite cartoon character top the charts along with character based product packaging
Future perspective: Kids are ready to take on the world and are up for exploring non-traditional careers.
Favourite Icons: Salman Khan, Katrina Kaif, Sachin Tendulkar and Sania Mirza rule the hearts of the kids
“Kids primarily want to get wholesome entertainment and are not picky about the genre. They prefer watching homegrown shows which is why you will see two out of the top three shows that are coming up in animation space are homegrown local shows: Chhota Bheem and Motu Patlu,” said Turner International India, director and South Asia research head, Rahul Sachdev.
“About 75 per cent kids prefer animated content over live action content,” added Sachdev. “The time when kids watch TV during weekends are in the morning and currently as summer vacations are going on, on weekdays they watch it in the daytime.”
As far as the statistic go, television viewing activity ranks the highest in media consumption at 97 per cent, followed by reading newspapers and books (49 per cent and 44 per cent respectively), surfing the internet – 29 per cent, reading comics – 25 per cent, listening to radio – 21 per cent, watching DVDs – 15 per cent and films – 7 per cent are also amongst the preferred choices of kids. More than 50 per cent kids use computers and 25 per cent access the internet. 84 per cent children ranging from the age group of 7 to 14 years use a desktop, whereas, 33 per cent kids aged between 4 to 6 years seem to be open to using and are well versant with newer technologies. Gaming and Information sourcing are most popular activities for kids.
62 per cent Indian kids are using their parents or other family member’s mobile devices whereas, 4 per cent of the kids share their handsets with their siblings. The survey has derived the fact that 32 per cent children download applications out of which 70 per cent download the paid applications. The study has also revealed insights that both boys and games enjoy playing video games, with the ration of boys to girls being almost equal (53:44).
Turner International India, executive director and network head – Kids, Krishna Desai shared, “Kids can’t really differentiate between what’s Indian content and what’s international as all the shows are now dubbed in Hindi, Tamil and Telugu. As far as shows and genre is concerned, the most enduring shows we see are in the category of ‘Humour’. The like watching light, funny shows like Roll No. 21. The important aspect in any show is the storytelling as it’s the crucial thread which connects the audience to the series.”
Keeping this vital data and statistics in mind, animation studios can tap into these findings to come up with their own content and pitch it to the various kids channels. And we hope to see more of Indian animated content on our small screens in the coming months.
Click to open the complete Turner’s New Generations 2016 report
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