-The New Generations study reveals interesting facts about the changing trends in the behaviour of kids, tapping over 7000 kids and parents across India -

Mumbai, May 12, 2016: Turner International Pvt. Ltd. exhibited the latest edition of the New Generations™ report today. The findings of the study will help the channel and advertisers to understand the behaviour of the kids in a better way. The New Generations™ 2016 surveyed over 7,000 respondents which consists of kids ranging from the age of 7-14 years and parents of 4-14 years old kids through face to face interviews. Conducted by leading research agency AC Nielson, this study covers all town classes including towns with a population of less than 1 lakh individuals as well [LC1 towns]. This exhaustive report encapsulates interesting facts around children’s likes and dislikes, choices, spending habits, internet behaviour and more.

Siddharth Jain, Managing Director, South Asia, Turner International India Pvt. Ltd. said, "It’s an extremely proud moment for us to present the 12th edition of New Generations™ study. Turner has been the pioneer of setting benchmarks in the kids industry by innovating through new shows, localisation of content and also conducting a comprehensive research on kids on a vast scale. The New Generations study helps in understanding the changing trends, preferences and behavioural patterns of kids and this surely helps us to understand our target audience in a much better way.”

Plurals is a term coined for those who differ intuitively from the millennials primarily on the basis of their learned v/s native behaviour. Plurals have some distinctive characteristics such as, newer career choices, higher spending power, strong world awareness, and socially active kids living in connected homes.

Key Highlights from the report

Media Consumption Habits: No. 1 consumption of media for kids is through television (97%)
Television viewing activity ranks the highest in media consumption at 97%, followed by reading newspapers and books (49% and 44% respectively), surfing the internet - 29%, reading comics – 25%, listening to radio – 21%, watching DVDs – 15% and films - 7% are also amongst the preferred choices of kids.

Computers & Internet: More than 50% kids use computers and 25% access the internet
84% children ranging from the age group of 7-14 years use a desktop, whereas, 33% kids aged between 4-6 years seem to be open to using and are well versant with newer technologies. A peculiar finding from the study states that 5% of the parents believe that their child is active on social media while in reality 25% of children are active on social media. Facebook is their most-liked social media application, where 54% kids are active through somebody else’s account and 47% kids through their own account. 94% of the parents monitor their kid’s usage of social networking sites. Younger kids aged between 4-6 years seem to be open to using and are well versant with newer technology.

Mobile: 90% kids are connected via mobile phones than ever
62% Indian kids are seen using their parents or other family member’s mobile devices whereas, 4% of the kids share their handsets with their sibling. Gaming and making/ receiving calls the two most popular activities followed by listening to music, texting and watching videos. The survey has derived the fact that 32% children download applications out of which 70% download the paid applications.

Pocket Money: 100% rise from 2012
The monthly average pocket money of kids has increase from being Rs. 275/- in 2012 to Rs. 555/- in 2015. This is a 100% increase in pocket money since 2012. 52% kids receive pocket money out of which 50% save it and splurge their saving on buying clothes, shoes, junk food and toys. A 13% growth is witnessed in the saving patterns of the kids.

Sports and Outdoor Activities: Gender biased toys are given to kids
Of the 65% children who are gifted toys by their parents – 15% boys get cricket kits and 14% girls get dolls & dollhouses. The study has also revealed insights that the extracurricular activities of the kids vary from region to region. On a PAN India level, it is noticed that 26% parents of children between 4-6 years and 28% parents of children between 7-14 years encourage their children to participate in extracurricular activities. The plurals in the North and West enjoy dancing and cricket, whereas South is bent towards learning musical instruments and East is inclined towards drawing.

Co-viewing: 50% parents watch Television with their children daily.
50% parents enjoy watching television with their kids daily and majority of them closely monitor what their kids are viewing. 72% parents prefer watching Cartoon Network and 61% parents prefer POGO. 50% parents spend time with their children of which 65% are of children between the age of 4-6 years and 46% are of children between the age of 7-14 years.

Education: English as a subject concerns majority of the parents
48% parents of children from 7-14 years and 29% parents of children from 4-6 years send their kids for tuitions. 40% parents are seen saving in child specific plans and schemes for a bright future and better education from their child’s tender age. 55% parents are involved in their child’s reading habits and hence encourage them to read physical books.

Advertising and Marketing: Kids prefer watching advertisements based on cartoon characters and humour
Children from the East region love ads with cartoon characters and animations while 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% children and parents are attracted towards character based product packaging.

Icons: Salman Khan, Katrina Kaif, Sachin Tendulkar and Sania Mirza rule the hearts of the kids
When it comes to Bollywood icons, Salman Khan emerges as clear choice as he is superlatively more popular than King Khan, Hrithik Roshan, Ranbir Kapoor and Amitabh Bachchan. 
Meanwhile, Katrina Kaif topples other divas with a 11% kids fan base. Sachin Tendulkar continues to be the favourite sports icon over the years with a 21% fan following and Sania Mirza reigns on number one with 31% fan base. Amongst toon stars Chhota Bheem enjoys 22% popularity followed by Doraemon with 20%.
First unveiled in 2001, this remodelled India-only version is the largest kids’ lifestyle survey in the Asia Pacific region. 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.

About Turner International Pvt. Ltd. 
Turner India creates and manages the sales, distribution, marketing of award-winning news and entertainment brands in India and South Asia including CNN International, Cartoon Network, POGO, Toonami, HBO and WB. Turner Asia Pacific is the parent company of Turner International India Pvt. Ltd. (“Turner India”), which operates 63 channels in 13 languages in 37 countries in the region. It manages the business of Pay- and Free-TV-channels, as well as Internet-based services, and oversees commercial partnerships with various third-party media ventures; it teams with Warner Bros. and HBO to leverage Time Warner’s global reach. Turner Broadcasting System Asia Pacific, Inc. (“Turner Asia Pacific”) is a Time Warner company.


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