Cartoon Network launches 11th 'Cartoon Network New Generations'

This year the scope has been increased to include 26 centers across metros and non-metro cities

Shachi Tapiawala | Mumbai | December 6, 2012

Krishna Desai, Director, Content, South Asia, Turner International India Pvt. Ltd at the launch of Cartoon Network New Generartions 2012 Study

Cartoon Network has launched the 11th edition of Cartoon Network New Generations™ study to add more perspective and value to truly understanding the lifestyle of Indian families.

Over the past decade, this study has revealed kids' perspectives across segments such as media consumption habits, economic slowdown, social consciousness, usage of computers, internet, mobile devices and gaming, responsiveness to advertising, importance of academics versus extra-curricular activities, etc.

While cartoons remain the preference of kids across age groups with 63% boys and girls tuning in, 73% kids follow Ben 10, Doraemon, Mr. Bean and Tom and Jerry. Cartoons are also a popular choice amongst parents as 25% parents list cartoons as favourite programme with Cartoon Network and POGO ruling the roost. Co-viewing is a popular trend that has been growing over the years. This year, three in five parents watch TV together with their kids every day. Considering exposure to the word of internet, 58% kids use computers only 19% own one. But a highly peculiar finding is that a majority of kids use the internet at places other than their homes such as cyber cafes, schools or at houses of friends and relatives. Also, Gaming continues to be the most favourite activity online with 70% preference amongst boys and girls. One of the most interesting facts about the internet is that although almost all parents at some point have monitored their kids usage of social networking sites, only half of them are accurate about their kids actual usage (23% parents claim their kids visit social networking sites whereas 53% kids claim to visit them).

Indian kids are more connected via mobile phones than ever! 73% kids are mobile phone users and a whopping 9% own their own cells. Making calls and gaming are the the two most popular activities as of today.

Commenting on the occasion, Krishna Desai, Director, Content, South Asia, Turner International India Pvt. Ltd. said, "It's an immensely proud moment for us to present the 11th edition of Cartoon Network New Generations™ study. Being the only study of its kind, Cartoon Network New Generations™ 2012 reflects the changing trends in the kids' space with an in-depth analysis and understanding of the kids' changing preferences across most aspects of their lives."

Pocket money is generally given to train kids to learn the art of spending. 56% kids receive an average pocket money of Rs 275/- but only 37% save it. Further, 53% kids receive gift money with the average annual gift money being Rs. 799 in 2012.Kids continue to influence household decisions of purchase when it comes to white goods with an average of 22% parents definitely considering their kids opinions and an average of 44% parents who may consider them.

When it comes to Bollywood icons, Salman Khan emerges as clear choice as he is twice as popular as King Khan with 37% fan following. Meanwhile, Katrina Kaif topples other divas with a 31% kids fan base. Sachin Tendulkar continues to be the favourite sports icon over the years with a 39% fan following. Amongst toon stars Chhota Bheem enjoys 35% popularity followed by Doraemon with 21%.

Almost all kids today take tuitions with a growing trend of tuitions in all subjects. English (63%) and mathematics (54%) are the most taught subject in tuition classes. Older kids participate more in extra-curricular activities than younger kids with painting and dancing top preferences across age groups. The New Generations™ 2012 surveyed around 7000 kids and parents in SEC A, B and C across 26 centers including New Delhi, Mumbai, Bangalore, Chennai, Kolkata, Nasik, Ahmedabad, Lucknow, Guwahati, Hyderabad.

Click here to download the complete Cartoon Network New Generations™ study.

Shachi@BestMediaInfo.com

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