2007 filipino kids lifestyle , cartoons network survey

Philippines

Kids 7-14

Money

Toys & Games

Shopping

Technology

ContentsAccess toTechnologyAccess toTechnology

Kids 2.0Kids 2.0

Leisure ActivitiesLeisure Activities

What Are KidsTalking About?

What Are KidsTalking About?

MediaConsumptionMediaConsumption

The EnvironmentThe Environment

ToysToysShoppingShopping

GamingGamingMobile PhonesMobile Phones

NG PHILIPPINES 2007

Kids 7-14 + Parents (n=1,000)

Mothers of kids 4-6 (n=200)

Face-to-Face in-home interviews

Manila + Cebu + Davao

4 w/e October 19th

Conducted by Synovate

City BreakdownCity Breakdown

Cebu10%

Davao6%

Manila84%

Cable TV Penetration

Cable TV Penetration

Cable TV39%

FTA TV only61%

C43%

AB4%

D53%

Socio-EconomicStatus

Socio-EconomicStatus

Sample Proportions( Weighted )

Kids Access to Technology

TV Set

Cell Phone

DVD Player / CD Player / Stereo

Landline Phone

Computer (desktop or laptop)

Cable TV connection

Video Game Console

Hand-held Video Game

MP3 Player / iPod (music)

Digital Camera

Internet Access

MP4 Player / Video iPod

LCD / Plasma TV Set

Devices at Home(Prompted List)

100%

93%

84%

46%

42%

39%

38%

38%

37%

34%

23%

17%

9%Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

Cell phones outstripping landlines 2:1

TV Set

Cell Phone


Landline Phone


Cable TV connection

Video Game Console



Digital Camera

Internet Access


LCD / Plasma TV Set


Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

4 in 10 with computer; quarter with Internet

100%

93%

84%

46%

42%

39%

38%

38%

37%

34%

23%

17%

9%

TV Set

Cell Phone


Landline Phone


Cable TV connection

Video Game Console



Digital Camera

Internet Access


LCD / Plasma TV Set


Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

51% have game console or hand-held game system

100%

93%

84%

46%

42%

39%

38%

38%

37%

34%

23%

17%

9%

Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000)


Source: Cartoon Network New Generations Philippines 2007

41% have either MP3 or MP4 player

TV Set

Cell Phone


Landline Phone


Cable TV connection

Video Game Console



Digital Camera

Internet Access


LCD / Plasma TV Set

100%

93%

84%

46%

42%

39%

38%

38%

37%

34%

23%

17%

9%


Devices at Home (Cable vs. Non-Cable)(Prompted List)


Greater access to all technologies in cable TV homes

MP3 Player / iPod 49%30%

DVD Player 90%81%

Computer 54%34%

Internet Access 34%15%

Hand-heldVideo Game

51%30%

Digital Camera 47%26%

Video Game Console 49%32%

Cable HomesNon-Cable Homes

MP3 Player / iPod 37%14%


Devices at Home : 2007 vs 2005(Prompted List)

Source: Cartoon Network New Generations Philippines 2007 & 2005

Computer 42%30%

Internet Access 23%15%

Hand-heldVideo Game

38%20%

Digital Camera 34%21%

DVD Player 84%54%

20072005

+164%+164%

+56%+56%

+40%+40%

+90%+90%

+62%+62%

+53%+53%

Phenomenal growth in access to digital technologies

23%

4% 3%5% 4%

1% 2% 1%

30%

13% 12%10% 9%

7% 6%

3%

2005 2007

TV Set Hand-heldVideo Game

DVDPlayer

Cable TV VideoGame

Console

MP3 Player/ iPod

Computer InternetAccess

Technology in Kids’ Rooms (2007 vs. 2005)(Prompted List)

Q: Does your child have any of these items in his/her room? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007 & 2005

18%

9% 13%

6%

Mobile Phones

Technology: Mobile Phones

26% of kids 7-14 have their own mobile phone

29% girls, 23%boys

Q. Does your child have his/her cell phone? [MA] Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

34%

26%21%

% Kids with own Mobile Phone% Kids with own Mobile Phone

Davao MetroManila

Cebu

27%

36%

50%

16%

27%

43%

4%

6%2%

7%

Girls

Boys

4-6 yrs 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

% Kids with own Mobile Phone% Kids with own Mobile Phone ( by age & gender )

16%

6% 7%

18%

12%

26%21%

34% 34%

21%

% Kids with own Mobile Phone% Kids with own Mobile Phone

Technology: Mobile Phones ( 2007 vs. 2005 )

Q. Does your child have his/her cell phone? [MA] Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007 & 2005

41%

22%

9% 8% 11%18%

26%

67%

34%

16%6%

21%31%

46%

Metro Manila Cebu Davao

7-8 9-10 11-12 13-14

Cable Non-Cable

AB C D

2005 2006

60%+60%+ growth in ownership among kids in past 2 years !

Media Consumption

Media Consumption(Prompted List)

TV is the number 1 media choice for kids

96%

30%

18%11% 9%

1%

Television Radio Newspaper MagazinesInternet Cinema

% watching / listening / reading/ using yesterday% watching / listening / reading/ using yesterday

#1

Q. Which of these things did you do yesterday? [MA] Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

3%10%

23%

37%

4%

16%

31% 28%

44%

19%

Media Consumption% consuming ‘yesterday’ by age% consuming ‘yesterday’ by age

95% 96% 94% 96%97%

4-6 7-8 11-129-10 13-14

TelevisionTelevision

Q. Which of these things did you do yesterday? Base: Kids 7-14 (1,000) + Mothers of kids 4-6 (200) Source: Cartoon Network New Generations Philippines 2007

2%4%

9%

16%

5%

RadioRadio

4-6 7-8 11-129-10 13-14

InternetInternet

4-6 7-8 11-129-10 13-14

MagazinesMagazines

4-6 7-8 11-129-10 13-14

0%

95%

34%

15% 12% 11%

1%

96%

26%21%

11%6%

Boys Girls

Media Consumption: Boys vs Girls(Prompted List)

Television InternetRadio MagazinesNewspapers Cinema

Girls are greater consumers of radio & magazines

% watching / listening / reading / playing / using yesterday% watching / listening / reading / playing / using yesterday

Q. Which of these things did you do yesterday? Source: Cartoon Network New Generations Philippines 2007Base: Boys Kids 7-14 (503), girls 7-14 (497)

Rules & Regulations: TV, Internet

Base Q. Do you have any rules about how your child watches TV or uses the Internet in your household?Base: Parents of kids 7-14 (1,000)


“Do you have any rules about how your childwatches TV or uses the Internet at home?”

“Do you have any rules about how your childwatches TV or uses the Internet at home?”

Television : 95%95% 77%77%

77%77% 23%23%

( amount of time / time of day )( amount of time / time of day ) ( programs / sites )( programs / sites )When ?When ? What ?What ?

85% among parents of kids 7-866% among parents of kids 13-14

66%66%Internet : 59%59%( base: those withInternet at home )

Other Leisure Activities

How do they fit all this into their day?(Prompted List)

96%

30%

54%

46%

34%

20%

20%

Which of these did you do yesterday?Which of these did you do yesterday?

9%

11%

18%

18%

8%

13%

15%

Media

OtherActivities

Watch TV

Read books (excluding textbooks)

Play with toys

Listen to music

Listen to radio

Sending SMS via mobile phone

Play sports

Use the internet

Play games on internet

Watch videos/VCDs/DVDs

Play video games (via TV)

Read newspaper

Read magazines

Play hand-held video games

Q. Which of these things did you do yesterday? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

Activity enjoyed the most(Prompted List)

33%

7%

6%

13%

12%

11%

4%

Which of these did you enjoy the most?Which of these did you enjoy the most?

1%

1%

1%

2%

2%

3%

3%

Media

OtherActivities

Watch TV

Play with toys

Read books (excluding textbooks)

Play sport

Play games on internet

Use the internet

Play video games (via TV)

Watch videos/VCDs/DVDs

Send SMS via mobile phone

Play hand-held video games

Listen to music

Listen to radio

Speak to someone via cell phone

Playing outside

Q. Among yesterday’s activities, which one did you enjoy most? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

15%

20%

12%

62%

42%

35%

26%

12%15%

6% 5%

46%

51%

32%

13%

28%

Other Leisure Activities: Boys vs Girls(Prompted List)

Books Toys SMS SportsMusic Video games (via TV)

Girls are booklovers and twice as likely to text

Toys, sports and gaming for boys

% watching / reading / playing yesterday% watching / reading / playing yesterday

Video/VCD/DVD

Hand-held VideoGames

Q. Which of these things did you do yesterday? Base: Boys Kids 7-14 (503), girls 7-14 (497) Source: Cartoon Network New Generations Philippines 2007

Kids 2.0

Computer Use

Yes70%

No30%

85%79%

71%

45%38%

4-6 yrs 9-10 yrs 11-12 yrs7-8 yrs 13-14 yrs

Q: Have you / has your child used a computer within the past 30 days? Base: Total kids 7-14 (1,000) + Mothers of kids 4-6 (200) Source: Cartoon Network New Generations Philippines 2007

Used a Computer in Past 30 DaysUsed a Computer in Past 30 Days

Total :

AB :C :D :

Cable :Non-Cable :

Boys :Girls :

Manila :Cebu :

Davao :

70%

91%75%63%

77%65%

76%63%

70%67%61%

( Kids 7-14 )

Up from 45% in 2005

Internet Use ( Base: Computer Users )

84%75%

50%39%29%

4-6 yrs 9-10 yrs 11-12 yrs7-8 yrs 13-14 yrs

Q: Have you used the Internet within the past 30 days? Base: Kids 7-14 used computer (696) Source: Cartoon Network New Generations Philippines 2007

% Used in Past 30 Days% Used in Past 30 Days

Total :

AB :C :D :

Cable :Non-Cable :

Boys :Girls :

Manila :Cebu :

Davao :

65%

71%66%64%

68%63%

64%66%

65%60%74%

( Kids 7-14 )

Yes70%

Yes65%

COMPUTER INTERNET

38% 25% 17%21%

Daily

Few Times / Week

Once / Week

Less Often

Frequency:Frequency:

46% of total kids are Internet users

Up from 26% in 2005

How often do you do the following?How often do you do the following?

24%

21%

19%

19%

15%

14%

11%

10%

9%

24%

20%

25%

22%

19%

16%

13%

13%

13%

18%

12%

18%

20%

22%

27%

18%

20%

20%

15%

23%

22%

16%

20%

9%

28%

32%

24%

39%

42%

44%

56%

50%

53%

56%

59%

42%

27%

26%

31%Played online game

Visited video web site

Played multi-player online game

Made or updated homepage

Sent or received e-mail

Downloaded music

Used Instant Messenger

Spoken to someone online

Posted pictures/videos to share

Downloaded video

Visited someone else’s blog

Written own blog

In past7 days

Today / yesterday

Longerago

Never

Kids 2.0: Online Activities

Incidence

91%

72%

68%

76%

61%

58%

56%

44%

50%

47%

44%

41%

Base: Used Internetin Past 30 Days ( 46% )

Q: Here is a list of things that people do on the Internet. When did you last do each of them? Base: Internet users (454) Source: Cartoon Network New Generations Philippines 2007

32% 48%10%

% Agreeing by Age

27% Agree

% Agreeing by Age

27% Agree

7-8 yrs 9-10 yrs

“I enjoy posting and sharing stuff on the Internet via blogs, homepages etc

11-12 yrs 13-14 yrs

21%

“Ever made a friend on the Internet who you’ve never met in real life ?”

Virtual Worlds – Virtual Friends

% Agreeing by Age

31% Yes

% Agreeing by Age

31% Yes 31% 46%16%1%

7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

Q: Have you ever made a friend over the internet whom you have never met in real life?Q: How much do you agree/disagree with these statements? Base: All Kids 7-14 (1,000)

35% 52%28%23%

% Agreeing by Age

34% Agree

% Agreeing by Age

34% Agree

7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

“Without e-mail, instant messaging or texting, it would be difficult to stay in touch with my friends.”


Toys & Games

Q. What is your favourite type of toy? . Base: Boys 7-14 (503), Girls: 7-14 (497).

Boys

Girls

Toys & Games: Favourite Type (prompted)

Video/ Computer Games 35%

Electronic Toys 19%

Bicycle 15%

Toy Cars/ Trucks 8%

Guns and Blasters 5%

Favourite Type of ToyFavourite Type of Toy

Dolls 54%

Video/ Computer Games 15%

Make-up or dress-up 5%

Soft Toys 5%

Bicycle 4%


Game types played in past monthGame types played in past month

Source: Cartoon Network New Generations Philippines 2007.Q: In the past month, which of the following types of games have you played? Base: All Kids (1,000), Boys 11-14 (245)

Gaming: By Type

92% played games in the past month

70%

52%

45%

45%

30%

24%

8%

Games on mobile phone

Hand-held games

TV console games

Games on Internet (single player)

Games arcade

Games on Internet (multiple players

None of the above

Gaming: By Type & Age% playing in past month% playing in past month

Q. Which of these things did you do yesterday? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

14%

41%51%

64%

27%

Internet(Single Player)Internet(Single Player)

4-6 7-8 11-129-10 13-14

4%

19%32% 35%

11%

4-6 7-8 11-129-10 13-14

Internet(Multi Player)Internet(Multi Player)

32%

49% 50% 45%38%

ConsoleConsole4-6 7-8 11-129-10 13-14

57%72% 70% 79%

60%

4-6 7-8 11-129-10 13-14

Mobile PhoneMobile Phone

37%

55% 52% 50%49%

Hand-HeldHand-Held4-6 7-8 11-129-10 13-14

PocketMoney

9 in 10 parents give pocket money

Q: Do you or other household members regularly give your child pocket money? Base: All Parents (1,000)Q: How often does your child receive pocket money?Base: Parents who give child pocket money (944)Q: On average how much pocket money does your child receive per week? Base: Parents who give pocket money (944)

Pocket Money

Similar incdence across age, gender, SEC, location

% Parents giving kids (7-14)pocket money% Parents giving kids (7-14)pocket money

Yes94%

No6%

Ave. Weekly Pocket MoneyAve. Weekly Pocket Money

PHP 169

( Pesos )

92% parents give pocket money on a daily basis


125139

165245

7-8 9-10 11-12 13-14

116

4-6

Except kids aged 4-6 ( 46% receive pocket money )

Cable 188Non-Cable 156

Girls 172Boys 165

PHP 169PHP 169

Average WeeklyPocket MoneyAverage WeeklyPocket Money

Pocket Money

C 186AB 348

D 142

Manila 175Cebu 125Davao 151

AB kids receive more than twiceas much pocket money as CD kids

Q: On average how much pocket money does your child receive per week? Base: Parents who give pocket money (944) Source: Cartoon Network New Generations Philippines 2007

98% of kids receive gift money during the year!

Gift Money

PHP 1,800Average annual gift moneyAverage annual gift money

= 169 x 52 weeks + 1,800(pocket money) (gift money)

Annual Income (PHP)

= 10,588

Q: On average how much pocket money does your child receive per week? Base: Parents who give pocket money (944)Q: How much gift money would you say your child receives for birthday, Christmas etc. during the year? Base: All parents (1,000) Source: Cartoon Network New Generations Philippines 2007

PHP 37 billion per year !!

Total pocket money received (94% of kids) = PHP 30.6 billion !

Total gift money received (98% of kids) = PHP 6.5 billion

Spending Power

Approx 3.7 million kids (aged 7-14)in Manila + Cebu + Davao*

*Manila + Central Visayas + Southern Mindanao

Shopping

Malling : Frequency99% of parents visit malls with their kids

Base: Parents of kids 7-14 (1,000)Q: How frequently do you visit shopping malls with your child?

22%29%

22% 27%

Once a weekor more

2-3 timesa month

Once amonth

Less often

Frequency of visitingshopping mall with child

Frequency of visitingshopping mall with child

Over a quarter visit at least weekly, rising to over half of ABs

Total :

AB :C :D :

Cable :Non-Cable :

Boys :Girls :

Manila :Cebu :

Davao :

27%

54%36%18%

34%22%

25%29%

26%34%32%

% visiting at least weekly% visiting at least weekly


Kidspeak

Kidspeak


“ Pag Sure Oy”

“ Char”(C+D)

“ Bai”(C+D)

“ Korekoreok”

“Charing”(M+C+D)

“ Eewww”(C+D)

“TamblingKo Ron”

“ Pag Cheers Oy”

“Cheers”

“Duh”“Epal”

“Pasaway”“G Words”

“Joke Joke”

“Yaks”(M+C+D)

Q: What are the latest words/phrases that you use when talking to your friends? Base: Kids 7-14 (1,000)

“What are the latest words/phrases that you use when talking to your friends?”

“What are the latest words/phrases that you use when talking to your friends?”

( Open Ended )

Latest Trends / Crazes

Q: What is the latest trend or craze that you talk about with your friends? (Open-Ended) Base: Kids 7-14 (1,000)

Latest Craze (Grouped)


BOYS

11%

9%

6%

6%

5%

5%

4%

2%

2%

2%

1%

1%

20%

*Personal electronic gadgets(e.g. mobile phones, MP3, MP4 players, iPods)

Toys

Cartoons

Online Games

Music

Clothes/Shoes

Other Games

TV Series

Movies

*Gadgets

People/Celebrities

Basketball

Events

School( none: 36% )

GIRLS

12%

9%

9%

8%

6%

5%

5%

4%

4%

4%

4%

2%

Toys

Clothes/Shoes

Cartoons

TV Series

Music

Online Games

People/Celebrities

Other Games

Movies

*Gadgets

School

Events ( none: 39% )

Q: Who is your favorite celebrity or famous person? (OPEN ENDED). Base: All Kids 7-14 (1,000)

[No Answer / Don’t Know: 13%)

Sarah Geronimo / Mark Herras 3%

Angel Locsin / Vhong Navarro 6%

Robin Padilla / Piolo Pascual 5%

Richard Gutierrez 11%

Dennis Trillo 9%

BOYS GIRLS

Favourite Celebrity(open ended)

Jennylyn Mercado /Vanessa Hudgens

Kim Chiu 9%

Marianne Rivera 4%

Angel Locsin 27%

Sarah Geronimo 16%

[No Answer / Don’t Know: 4%)

3%


BADMINTON or BASKETBALL ?

NBA or PBA ?

LEBRON JAMES or JAMES YAP ?

56%56% 43%43%

58%58% 41%41%

41%41% 58%58%

“For each of these pairs, please choose the one you prefer…”“For each of these pairs, please choose the one you prefer…”

Q: For each of these pairs, please choose the one you prefer…”

Difficult Choices ?

90% 76%

69% 50%

53% 69%

Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007

ACTION FIGURES or VIDEO GAMES ?23%23% 77%77%

ANGEL LOCSIN or JUDY ANN SANTOS ?81%81% 19%19%

The Environment

“Global warming is an issue/something that concerns me”“Global warming is an issue/something that concerns me”

KidsKids ParentsParents

Q: How much do you agree or disagree with the following statements? (5 Point Scale)

The Environment: Attitudes

“I prefer my parents to buy environmentally friendly products”

“I prefer my parents to buy environmentally friendly products”

“I’m willing to pay more for somethingif it’s environmentally safe”

“I’m willing to pay more for somethingif it’s environmentally safe”

Base: Kids 7-14 (1,000) + Parents of kids 7-14 (1,000)Source: Cartoon Network New Generations Philippines 2007

68%68% Strongly /Somewhat Agree

Strongly /Somewhat Agree

NeitherNeither

Somewhat /Strongly Disagree

Somewhat /Strongly Disagree18%18% 10%10%

76%76%

14%14% 14%14%

95%95% Strongly /Somewhat Agree

Strongly /Somewhat Agree

NeitherNeither

Somewhat /Strongly Disagree

Somewhat /Strongly Disagree2%2% 5%5%

80%80%

3%3% 15%15%

Summary

SummaryRapid growth in access to technology

Hand-held game system +90% vs. 2005; Internet access +53%

26% with own mobile phone (+60%)

Enduring appeal of television96% watched TV ‘yesterday’; Watching TV is favourite leisure activity

Cartoon Network chosen as favourite channel by kids in cable homes

Kids 2.0 – the influence of the Internet46% of kids are Internet users

Gaming is #1 application

Majority (76%) of users have own homepage

Many kids now rely on Internet (+ mobile phones) to keep in touch with friends

Summary

The bigger pictureKids care about the environment too!

68% of kids concerned about global warming

Vast majority of kids/parents prepared to take positive action

The power to spend37 billion Pesos received by kids across a year

99% visit shopping malls ( 27% at least weekly )

What’s hot?Toys, cartoons, online games (boys), clothes/shoes (girls)

2007 filipino kids lifestyle , cartoons network survey

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