Turner Australia Conducts New Generations 2018 Children’s Survey

Turner Australia Conducts New Generations 2018 Children's Survey

Turner Australia Conducts New Generations 2018 Children’s Survey

Today (26th July), Turner Australia (owners and operators of Cartoon Network and Boomerang in Australia) has released its findings from this year’s New Generations 2018 report in Melbourne and Sydney, the survey was conducted to find out what forms of entertainment children aged between 4 and 14 enjoy and also by what method and medium they consume content and also to find out how they get info on the latest products. The New Generations survey offers an insight into the lives of Australian children, including their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence, the survey is now in its 13th edition and over 20,000 child-and-parent pairs have been interviewed since the survey’s first edition.

According to the survey, TV remains to be the most popular entertainment medium for kids (in terms of monthly usage), despite recent growth in short-form video platforms. On average, kids watch more than two and a half hours of television and movies across all devices and platforms during a usual day, and then spend around 75 minutes on short-form video platforms. Also according to the report, cartoons remains to be favourite type of TV content watched by kids, followed by movies and live-action kids shows.

Since the last survey in 2016, penetration of newer technology has increased in households with kids, the amount of homes with streaming devices has increased by 124%, smartwatches increased by 69% and VR devices increased by 60%. Almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.

Short-form video viewing was the most common online activity for kids on websites and apps, with 73% of children surveyed. Although, there’s a high consumption rate for online media, the usage of individual video channels on YouTube remain to be more split up. Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were all listed among the top five YouTube channels. Online games overtook homework in this year’s survey of online activities. Minecraft remains to be the top game for boys and girls, but Fortnite was the second most popular game for boys.

As part of the research, Turner has developed AdLab, to find out the effectiveness of advertising aimed at kids, this includes metrics such as ad likeability, brand recall, and purchase intent, this applies to television advertising and advertising on online platforms. According to the research, TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent. On websites, ad formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more effective, achieving double the recall of standard digital ads. Research also showed that ads appearing within content for the same brand had a higher recall (+35%) and purchase intent (+25%).

From The Turner Asia-Pacific Press Release: Turner Commissions Large-Scale Study Of Australian Kids’ Viewing Behaviour: ‘New Generations’ report reveals favourite influencer channels, most popular platforms and device usage; social media trends and ad effectiveness

Turner Australia has unveiled the findings of its latest New Generations report at events in Melbourne and Sydney this week, lifting the lid on what makes our youngsters tick. The report looks at a variety of aspects facing children aged 4-14 including screen time, content preferences and how they find out about the latest products.

“Understanding the minds of the next generation of content consumers is never an easy task. The kids we spoke to are true digital natives who play by very different rules to us and this report has really thrown up some interesting data,” said David Webb, Turner’s Senior Director of Data & Insights for Asia Pacific.

What Are Our Kids Watching?

Despite the rise of short-form video platforms, TV remains the largest medium in terms of monthly usage for kids, according to Turner’s New Generations report.

On average, kids are consuming more than two and a half hours of television and movies across all devices and platforms on a typical day, and spend a further 75 minutes on short-form video platforms. Cartoons remain the favourite type of TV content watched by kids, followed by movies and live-action kids shows.

“Never before have children had so many content and platform choices – but TV is still the major player for youngsters, and it’s also clear that they still love animation,” added Mr Webb.

Penetration of newer technology has increased amongst households with kids, with streaming devices (+124%), smartwatches (+69%) and VR devices (+60%) having all seen large uplifts in ownership since the last survey in 2016. And while almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.

What Are Our Kids Doing Online?

Short-form video viewing was the most common online activity for kids on websites and apps (73%).

Despite high platform consumption, usage of individual on-line video channels remains highly fragmentated, and of the myriad of YouTube channels available, Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were listed as the top five.

Online games overtook school/homework in this year’s survey in terms of key online activities. Minecraft remained the top favourite game for both boys and girls, although recent sensation, Fortnite, was the second-highest favourite title for boys.

Social media usage remains much lower for kids, especially those aged 12 and under, with only a quarter (27%) using any platform in the last month. Instagram has overtaken Facebook for the first time in the New Generations history, with nearly half of the kids using Instagram of which 87% have their own account.

Turner AdLab

As part of the research Turner also developed AdLab, in order to determine the effectiveness of advertising to kids. The study researched key effectiveness metrics such as ad likeability, brand recall and purchase intent within TV, short-form video platforms and website environments.

The research revealed that TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent.

“What we saw was that purchase intent increased when an ad was shown on TV only, compared to YouTube only, but further increased when seen on both TV and You Tube. This information could provide brands with better information to plan their campaigns.” said Mr Webb.

In the website test, premium digital formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more impactful, achieving double the recall of standard digital ads.

Content environments also played a key role in driving effectiveness with ads performing better on all key metrics when kids liked the surrounding content. The research also showed that ads appearing within content for the same brand achieved higher recall (+35%) and purchase intent (+25%).

Turner Australia is the company behind brands such as Cartoon Network and Boomerang, and YouTube platform Mega Awesome Wow.

About Turner’s New Generations Report 2018

New Generations is Turner’s pioneering kids’ survey to better understand Australian kids’ lifestyle – their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence. Celebrating its 13th edition in Australia, the long-established and respected research has interviewed over 20,000 child-and-parent pairs since its inception.

https://www.cartoonnetwork.com.au
http://www.boomerangtv.com.au

Cartoon Network Philippines New Generations Research Findings

Cartoon Network Philippines New Generations Research Findings

Cartoon Network Philippines New Generations Research Findings

In a Philippine Daily Inquirer news article with David Webb, Turner Asia Pacific’s regional director of research, some interesting facts about Cartoon Network’s, Boomerang’s and Toonami’s audiences in the Philippines were mentioned. In the article, Mr Webb said that Filipinos understand English and western humour and Cartoon Network is the number one kids channel in the country, he also mentioned that Cartoon Network is a top five channel in the Manila (the country’s capital) metropolitan area.

Cartoon Network surveyed 500 child-parent pairs for an insight into kids’ entertainment preferences in a research survey called “New Generations”, research has found that kids in the country still prefer to watch TV compared to spending time on the internet. According to parents, TV is considered to be a trusted source of entertainment when compared to social media and online video services. However, there has been a sharp increase of children watching videos online, the popularity of mobile apps and games among children have also increased. As a result of the increase in usage of mobile apps, Turner will continue to invest in more multiplatform content.

According to the survey, the most popular Cartoon Network shows in the Philippines are Ben 10 and The Powerpuff Girls. The most popular Boomerang shows are Tom and Jerry and Scooby-Doo! and on Toonami, the most popular shows are Yo-Kai Watch and Dragon Ball Super.

David Webb also stated that Cartoon Network has stayed true to the channel’s original purpose – animated comedy and the company will adapt to any changes in audience behavior:

“It has stayed true to its brand promise for more than 20 years—delivering hilarious, animated comedy that is guaranteed to surprise and entertain. While [our study] discovers changes in behavior and media habits, the style of our fun content will never change.”

https://entertainment.inquirer.net/222100/kids-animation-channel-still-focused-fun-content

Cartoon Network India New Generations 2016 Report

Cartoon Network India New Generations 2016 Report

Cartoon Network India New Generations 2016 Report

India has a large child demographic, making approximately a third of the country’s population, which is why it’s important for Cartoon Network India to know more about their viewers and their methods on how they enjoy their entertainment, so Turner India did a comprehensive study called the New Generations 2016 report. The New Generations 2016 report surveyed over 6,690 respondents across India, which included kids ranging from the age of 7-14 years and parents of 4-14 years old kids.

According to the survey, television is still the preferred medium for kids entertainment with 97% preferring this medium, 50% of parents enjoy watching television with their kids daily and 80% of parents monitor their children’s television habits. 90% of kids are growing up in a home with a mobile phone and the amount of kids using smartphones and tablets is on the increase, but it’s still behind other countries. To summarise, television viewing activity ranks the highest in media consumption at 97%, followed by reading newspapers and books at 49% and 44% respectively, surfing the internet at 29%, reading comics at 25%, listening to radio at 21%, watching DVDs at 15% and films at 7%.

Turner International India MD Siddharth Jain made this statement concerning the high amount of children underage using social media and as a head of a responsible broadcaster he encourages children to use Cartoon Network’s children-friendly website and apps instead:

“Only kids above the age of 13 are allowed to set up an account on Facebook, but our findings show that 25 percent of the kids are on Facebook, while 5 percent of the parents are aware of that. Regardless of our findings, as a responsible broadcaster, we can’t encourage kids to be on the social media platform just to market our channel better. Instead we urge kids to check out our website. We also have apps, like the recently launched CN Anything that grabs kids attention through short and snacky content that they can consume through their smart phones. We look beyond television content through this report. We have partners in the broadcast industry as well as advertisers, marketers, and other affiliates who can make great use of this data. A fact like ‘67% of purchases at home is influenced by children’ is very important for a good brand advertising with us to find out ways to convince the kids to buy their products.”

According to the survey, the average pocket money for an Indian kid has increased from 275 Rupees in 2012 to 555 Rupees in 2015. This is a 100% increase in pocket money since 2012. 52% of kids receive pocket money out of which 50% save it (majority being girls), and the other 50% percent spend their money on buying clothes, shoes, junk food and toys.

According to Turner International India Director and South Asia Research Head Rahul Sachdev, Indian children’s spending power is now much greater than the gross domestic product of fifty smaller countries in the world:

“At an annual spending potential of 22,594 Rupees, Indian Kids have more money to spend than the GDP of 50 smaller countries of the world including Bhutan, Aruba and the Maldives”

When it comes to advertisements, kids are easily persuaded by an appearance of their favourite cartoon characters or superheroes. According to the report, children from the East region love ads with cartoon characters and animations while those in the west region prefers ads with humour; children in the north and south region behave in a similar manner – taking a cue from humour and cartoon characters. Over 65% of children and parents are attracted towards character-based product packaging.

http://www.indiantelevision.com/mam/media-and-advertising/digital-agencies/purchasing-power-of-indian-kids-has-doubled-turner-s-new-generations-report-2016-160513

http://www.televisionpost.com/media-agency/television-no-1-media-vehicle-for-kids-says-turner-study/