Cartoon Network Middle East Kids Compass Entertainment Spending Survey
Turner Broadcasting System Europe has released the results of its first-ever Middle East/North Africa Kids Compass survey. The survey has been compiled into a comprehensive report about children’s entertainment and spending habits, more than 3,000 children were surveyed between the ages of four to fourteen as well as their parents in territories such as the United Arab Emirates, Saudi Arabia and Turkey. The results of the study were released at an event at Grosvenor House in Dubai with speakers and panellists from Turner, the Human Relations Institute, RM Retail and Carat. The study was undertaken in collaboration with Clusters, a quantitative market research company, as well as IMG Worlds of Adventure and Toy Triangle. The study involved questionnaires, interviews and observations of children and parents.
The panellists included:
Patricia Hidalgo: Senior Vice President, Chief Content & Creative Officer Kids EMEA and International Kids Strategy for Turner
Naeema Jiwani: Child Developmental Psychologist, Human Relations Institute
Geoff Sheffield: Director of Procurement and Licensing, RM Retail (Toy Store)
Ramzi Haddad: Managing Director for UAE, Qatar & Kuwait, Carat
The study states that TV is still the main source of entertainment, however, the rise in mobile broadband means that kids are increasingly using technology. Over 62% of children use a smartphone and 56% of children use tablets. YouTube usage among children is relatively higher across the region; in Saudi Arabia 64% of children in the survey use YouTube for video entertainment, followed by Turkey with 61% and the UAE with 45%. 7 out of 10 children use social media. Over 50% of kids in UAE, KSA and Turkey use the Whatsapp mobile messaging app. Facebook usage is higher in Turkey (68%), but not so much in the United Arab Emirates (39%) and in Saudi Arabia (32%).
For the study, kids across the Middle East region was split into key behavioural groups, rather than age, gender and nationality. Instead, kids were split up into six different groups: Eager Minds, Make Believers, Social Sharers, Perceptive Pioneers, Remote Control Gamers, and Good Listeners.
The report also offers insights into perceptions that affect purchases of toys as well as investment into themed entertainment. A second research stage is currently underway tracking the changes of these six different groups, this stage is scheduled to be completed by late 2016.
Patricia Hidalgo, Senior Vice President & Chief Content & Creative Officer Kids EMEA and International Kids Strategy for Turner made this statement about the Kids Compass survey:
“Kids Compass offers a better understanding of children in the region, truly giving us insights into their personalities, behavior, and most importantly what they define as entertainment. Ultimately, our aim is to contribute to their happiness by delivering tailored content that promises to entertain.”
Tarek Mounir, General Manager Middle East, North Africa, Turkey, Greece and Cyprus also made this statement regarding the importance of the survey:
“Kids Compass is a momentous milestone that enables us to further understand the children of the 21st century, especially from the region. The study is the first of its kind that equips organisations with significant insights into children’s behavior and how that has evolved in the current world. As the leading provider of children’s entertainment channels in the region, we have a great sense of responsibility towards truly understanding the region allowing us to offer enriching experiences to children and parents alike.”