20 September 2002
Kids Readership Survey
Ingenuity Research have added a measure of readership to their pre-eminent Australian Kids Consumer Insights research programme. AKCI comprises 1,200 children aged 6 to 13, throughout Australia. The survey is conducted over four quarterly waves, of which the preliminary readership results below come from just the first Winter 2002 wave of the research:
| Based on Winter 2002 wave only | Publication
cycle | Reach
amongst 6 - 13 year olds | Reach
amongst 6 - 13 year old boys | Reach
amongst 6 - 13 year old girls |
| K-Zone |
Monthly |
19% |
26% |
7% |
| Disney Adventures | Monthly |
13% |
19% |
11% |
| Barbie |
Monthly |
5% |
<1% |
11% |
| D-Mag |
Bi-monthly |
5% |
7% |
2% |
| Mania |
Monthly |
7% |
11% |
3% |
The readership questions in the Australian Kids Consumer Insights use a specific issue front cover technique for every issue, which is the recognised industry standard for monthly magazines. The Average Issue readership is calculated from the average of issues that were on sale 4 - 8 weeks prior to the survey - test has shown that 8 to 12 week old issues typically used with adults are too old for similar measurements with children.
Because the survey is part of the Australians Today Consumer Insights research program amongst adults, it also offers segmentation by household demographics such as the household income and the AB socio-economic status of the parent.
Following is Australian Kids Consumer Insights Winter 2002
Australian Kids Consumer Insights Winter 2002
The Australian Kids Consumer Insights research programme covers a variety of other aspects of children's lifestyles, including:
Where
the Pocket Money Goes
The
latest results of the Australian Kids Consumer Insights research programme shows
that kids are most likely to spend their pocket money on chocolate or lollies,
and amongst the boys - chips. Nearly one-in five kids will buy a toy or save up
for a toy, and 8% of girls aged 6 to 13 use pocket money to pay for a clothing
item.
Pester
Power
When it comes to impulse purchases in the presences of a
handy parent, children are more likely to persuade mom or dad to pay for a drink,
ice cream or chips than chocolate or lollies. In more affluent AB socio-economic
group households, parents are more likely to buy their kids drinks when out of
the home.
Four-in-ten Aussie children get taken grocery shopping by their parents at least every second week, influencing a range of product choices from toothpaste to chips.
Response
to advertising
Aussie kids are most responsive to ads for videos
and toys, the latter of which is most likely to persuade boys to pester their
parents all the way to the shop! Girls are more responsive to clothing ads, not
only pestering their parents for a brand label, but also spending their own pocket
money on clothes.
And when it comes to label clothing, the latest results show increasing awareness of brands, particularly amongst the boys who are becoming quite conscious of sporting the latest surf labels.
Concerns
Caring about their parents tops the list of kids concerns, ahead of brothers,
sisters and pets. Girls tend to care more strongly about their schoolwork and
the environment. In fact, when asked what they care about and how much they cared
about a range of topics, girls tended to express more concerns generally than
boys. For instance, girls were more likely to say they cared about their friends
and their safety. Conversely 14% of boys say that they don't care about their
schoolwork, compared to 7% of girls in the same age group.
Activities
The typical Australian child aged 6 to 13 spends about two hours
a day watching TV - and notably less so in affluent households. This compares
to half-an-hour doing homework, an average of 20 minutes on-line (amongst those
with access to the Internet). Kids in urban households with pay TV tend to spend
less time watching TV than the national average, and more time on their homework.
Channel 10 remains the favourite free-to-air TV station while kids with pay TV
rate the Disney Channel as their favourite.
Kids
online
Nearly 80% of Australian children participating in this
study had access to the Internet, if not at home, at school. Boys tend to surf
the web sites and play or download games, while girls were far more likely to
enter into email correspondence or use online chat - in fact a quarter of girls
age 6-13 use chat systems such as MSN messenger or Yahoo, compared to just 11%
of adults. Favourite sites included Yahoo, Neopets, Disney and the ABC site -
especially amongst girls.
What's
Cool
The children participating in this survey also rated a number
of brand properties according to whether they were cool, becoming more popular
or becoming less popular. Amongst the clothing brand labels the research showed
that boys are becoming more aware of clothing brands, and increasingly in search
of the surf brand labels such as Billabong and Ripcurl.
| How This Research Is Conducted McNair Ingenuity Research survey over 2,000 adults and 1,200 children every year for the Australian's Today Consumer Insights research program, using state-of-the-art techniques to ensure that the survey sample is representative of the whole population. The results above come from the Winter 2002 wave of the research, including over 330 children aged 6-13. McNair Ingenuity Research are audited and accredited by Interviewer Quality Control Australia (IQCA) the industry watchdog for survey quality. The above information is copyright to McNair Ingenuity Research and may not be reproduced or published without McNair Ingenuity Research's express permission. Contact Matt Balogh ph 02 9966 9133. You
can learn more about McNair Ingenuity Research by visiting www.mcnairingenuity.com
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096 437 991 Level 4, 270 Pacific Highway, Crows Nest, NSW, 2065 Phone: +61 2 9966
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