Image via Wikipedia- 50% of kids claim to save some of their pocket money
- Increase in household mobile penetration to 95%
PAKISTAN (August 10, 2010): Twenty four percent of Pakistani kids would buy a beautiful house if given a magic wand, according to Cartoon Network’s third edition of New GenerationsTM 2010, the number one channel’s patented kids’ lifestyle research. The second most wished change is to ‘save the country’ echoed by 16% kids.
The nation’s leading research into the trends, attitudes and behaviour of kids, New GenerationsTM 2010 surveyed a total of 1783 kids aged between 7-14 years and their parents in face-to-face in-home interviews with a representation of SEC A, B, C and D homes across seven cities (Karachi, Lahore, Rawalpindi/Islamabad, Faisalabad, Hyderabad, Multan and Peshawar).
When aggregated to the 7-14 year old population of the seven cities (39 lac kids), 87% of kids receive gift money amounting to Rs. 498 crore and 89% kids receive pocket money amounting to Rs. 1647 crore indicating that the total spending power of this age group is Rs. 2145 crores. Importantly, Pakistani kids are wise at an early age as 50% of them claimed to save some of their pocket money.
New GenerationsTM 2010 highlights an increase in access to technology with household mobile penetration going up to 95% from 66% in 2007 and an increased computer penetration to 41% from 32% in 2007. 62% of the kids are mobile phone users and two-thirds of these use a mobile phone at least once a week. Mobile phones are the top gaming destination for Pakistani kids with 49% of them having played games on a mobile device in the last month. This is significantly higher than games played via an arcade or console. Pakistani kids also displayed a higher degree of technology awareness since the last survey with 67% being aware of a digicam; 51% know of a 3G mobile; 44% are aware of a MP3 player; 26% are familiar with a Sony Playstation and 17% know of an Apple iPod.
Duncan Morris, Vice President, Research and Market Development, Turner International Asia Pacific Ltd., said, “Cartoon Network’s New Generations puts the spotlight on Pakistani kids and has deepened our understanding of their lifestyles, preferences and aspirations. Knowing kids is part of Cartoon Network’s DNA and New Generations allows us to share the insights and knowledge in a fun and informative way.”
Given a free choice, 8% of kids (girls and boys each) cited Quaid-e-Azam Muhammad Ali Jinnah, as their favourite icon followed by their teacher chosen who was chosen by 7% kids. Third position is shared by Indian Bollywood star, Shah Rukh Khan and, Allama Iqbal chosen by 4% of kids. Late Prime Minster Benazir Bhutto came in at number 4 for girls.
Fawad Qureshi, Sales Director, Turner Broadcasting System Pakistan (Pvt.) Ltd. said, “This year’s New Generations™ 2010 continues to build on the wealth of information about kids in Pakistan that Cartoon Network has tracked over the past five years. The study is acknowledged as the leading source of what kids are thinking today and offers immense value to the marketing and media industries.”
Interestingly, New GenerationsTM also brings to the fore distinct gender differences even at this early age as evidently visible in kids’ spending habits. When asked to state one single item which they would like to buy with Rs.5000, the top favourites were cycles for boys at 29% and clothes for girls at 22%. This was followed by computers for boys at 15% and dolls for girls at 19%. All kids love to watch cartoons (100%) with 41% of boys like sports shows and 77% of girls like drama shows. On their favourite career choice, 30% of boys and 45% of girls answered that they would want to become doctors. Other popular choices among boys were the traditional choices of becoming a pilot (15%) and an engineer (14%) while 35% of girls voted in favour of becoming a teacher.
Majority of the interviewed kids considered watching television to be their favourite pastime. The three favourite shows among boys and girls of age groups of 7-9 years, 10-12 years and 13-14 years were the same: Ben 10, Tom & Jerry and Mr. Bean.
About New GenerationsTM 2010
Commissioned by Cartoon Network, New GenerationsTM Pakistan was launched in 2006 and is the largest kids’ lifestyle survey in the country. The study helps connect the dots for today’s young kids’ preferences and throws up interesting trends which help the network and the industry at large understand this audience better.
Cartoon Network Pakistan
Having been exclusively launched in Pakistan in 2004, Turner Broadcasting System, Inc.’s (TBS) Cartoon Network offers the best in kids’ television entertainment with an exciting mix of original series including Ben 10, Codename: Kids Next door, Courage the Cowardly Dog, Dexter’s Laboratory, Ed, Edd n Eddy, The Grim Adventures of Billy & Mandy and The Powerpuff Girls and drawing titles from the world’s largest cartoon library of Warner Bros., MGM and Hanna-Barbera. Launched in March 2008 Cartoon Network currently runs a three hour programming block showcasing POGO’s original productions which includes the multi-award winning show, M.A.D. (Music Art and Dance), F.A.Q. etc. and it has been very well received by kids in Pakistan.
TBS Inc., a Time Warner company, is a major producer of news and entertainment product around the world and the leading provider of programming for the basic cable industry. Cartoon Network is the number one channel for kids in Asia Pacific and is currently seen in nearly 63 million cable homes in the region. Online, Cartoon Network reaches 3.5 million unique visitors a month in Asia Pacific.
For further information, please contact:
Turner International: Karuna Gulyani at karuna.gulyani@turner.com or call at 011-41699123
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