PremBabu Sharma

Cartoon Network’s New Generations™ 2011 study revealed today that Indian kids are more connected than ever as 79% of respondents are mobile phone users and 92% of kids have mobile phones in their homes – compared to just 17% a decade ago. With more access to consumer electronics, the number of kids with computers at home has increased from 6% in 2001 to 22% in 2011. Only 2% of homes surveyed had DVD Players in 2001 which has leapfrogged to 61% today.

The New Generations 2011 study was presented by Monica Tata, VP and Deputy GM, Entertainment Networks, South Asia Turner International India and Yash Chopra, Bollywood’s eminent Director and Producer during India’s largest media & entertainment industry event, FICCI Frames 2011 convention. Cartoon Network’s patented kids’ lifestyle research analyses the evolution of Indian kids, including their behaviour, attitudes and preferences, over the past 10 years.

Celebrating Cartoon Network’s 10 year milestone, Monica Tata, VP and Deputy GM, Entertainment Networks, South Asia Turner International India said, “We are extremely proud of this landmark achievement as it has been an enriching journey closely observing Indian kids evolve over the last 10 years. As the largest study of its kind, we’re pleased to not only be part of kids’ lifestyles but also contribute to society valuable insights on this dynamic consumer segment, which is tomorrow’s decision maker.”

Additional findings revealed that kids in India are more likely to interact with computers and online than their parents! Amongst internet users, 22% of kids’ access the internet daily and 67% of kids play online games followed by 51% of kids listening to or downloading music amongst internet users. Furthermore, 45% of kids go online to search for information, 26% for emailing, 23% for homework and 19% for social networking. Surprisingly, girls are just as active gamers as boys with 68% playing games online compared to 66% of boys. Mobile emerged as the most commonly used platform for gaming by kids (50%) followed by gaming consoles (35%). In the social network space, Facebook emerged as the number one social network website (93%) followed by orkut (50%).

Indian kids’ spending power is on the move with pocket money increasing 201% over the past 10 years. Girls’ average monthly pocket money is as much (Rs. 280) as boys (Rs. 277). Further, 58% kids receive gift money and the average annual gift money stood at Rs. 845 in 2010 vis-à-vis Rs. 567 in 2009 and Rs. 306 in 2006. 55% of kids save part of their pocket money with the survey indicating that girls tend to save more of it (59%) as compared to boys (52%). The most preferred financial tool for kids’ saving by parents is insurance (51%).

Duncan Morris, Vice President, Research and Market Development, Turner International Asia Pacific Ltd., said, “Knowing kids is in Cartoon Network’s DNA and this is reflected in our 10 year commitment to researching kids’ lifestyles and opinions via New Generations. Over the last decade kids in India have been on quite a journey, and those we surveyed in the early years are now adults earning more than just pocket money! Today’s kids are more connected and more influential than ever before, but while one in 10 has their own mobile phone, and 8 in 10 homes have Internet access, New Generations will no doubt chart continued growth as Indian kids start to rival their connected cousins in other countries like Australia and the USA, where more than 50% have their own mobile, and 8 in 10 are Internet users.”

48% of parents are likely to consider their child’s opinion while buying a mobile phone. Further, parents involving their kids in car purchase decision making has grown from 25% in 2001 to 63% in 2011.

The passage of time has done nothing to erode kids’ love of cartoons which continues to be kids’ favourite television genre. Additionally, television continues to remain the top medium with 95% of the respondents having watched TV yesterday. Cartoon Network has led as the number one channel for 10 years in a row and POGO as number two channel since 2004 not only as kids’ favourite channel but also as the kids’ channel most watched by parents.

When it comes to Bollywood icons, King Khan still makes kids’ world go round. A great record for Shahrukh Khan as kids have ranked him as their favourite actor for almost a decade. Meanwhile, Katrina Kaif has seen a surge in her popularity with kids and has been the top female actor of choice since 2009. Sachin Tendulkar continues to be kids’ favourite sports icon in all New Generations except for 2008 where M.S. Dhoni toppled his throne.

The New Generations™ 2011 surveyed a total of 3759 kids of 7-14 years of age and 1121 parents of 4-6 years old kids in SEC A, B and C across 19 centers including, New Delhi, Mumbai, Bangalore, Chennai, Kolkata, Nasik, Ahmedabad, Lucknow. Launched as a pan-Asia Pacific initiative in 1998 New Generations is currently conducted in India, Pakistan, Australia, Taiwan and Philippines in the region. First unveiled in India in 2001, New Generations™ remains the largest kids’ research study in India.