Indian kids get tech savvy: Cartoon Network study

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | March 28, 2011
The New Generations 2011 study by Cartoon Network says that Delhi kids are a rich bunch and have 90 per cent and 76 per cent higher pocket money and gift money, respectively, compared to kids across the country.

Cartoon Network's study, titled New Generations 2011, which surveyed 3,759 children in the age group of 7-14 years and 1,121 parents of 4-6 year-olds in SEC A, B and C across New Delhi, Mumbai, Bengaluru, Chennai, Kolkata, Nasik, Ahmedabad and Lucknow, reveals that 79 per cent of the respondents are mobile phone users and 92 per cent have mobile phones in their homes, compared to just 17 per cent a decade ago.

The study also highlights that the kids today have better access to consumer electronics and the number of kids with computers at home has increased from 6 per cent in 2001, to 22 per cent in 2011. "Only 2 per cent homes surveyed in 2001 had DVD players. It has leapfrogged to 61 per cent today," states the study.

The Indian children are more computer-friendly than their parents. About 22 per cent kids access the internet daily and 67 per cent play online games, while 51 per cent download or listen to music online.

About 45 per cent turn to the internet for information, 26 per cent use it for e-mailing, 23 per cent and 19 per cent use it for homework and social networking, respectively. However, with 95 per cent of the respondents having watched television yesterday, it continues to be the top medium for the kids.

Interestingly, girls are equally active gamers as boys, and about 68 per cent of them play online games, which is higher than boys (66 per cent). Of all the gaming platforms, mobile is the most commonly used one by kids, with 50 per cent children opting for it. It is followed by gaming consoles, preferred by 35 per cent kids.

Facebook emerged as the top choice for social networking, with 93 per cent giving preference to the site.

Another interesting finding of the study is that 48 per cent parents are likely to consider their child's opinion while buying a mobile phone. Also, there has been an increase in the involvement of children in car purchase decision-making. It has grown from 25 per cent in 2001 to 63 per cent in 2011.

With 60 per cent voting for it, cartoons remain the No. 1 choice for both boys and girls, followed by comedy and movies (both at 8 per cent).

According to the study, Delhi kids are richer than the rest. The kids in Delhi receive more pocket money (90 per cent) and gift money (76 per cent), versus a national average of 57 per cent for pocket money and 58 per cent for gift money.

In an official communiqué, Duncan Morris, vice-president, research and market development, Turner International Asia-Pacific, says, "Today's kids are more connected and more influential than ever before, but while one in 10 have their own mobile phone, and eight in 10 homes have internet access, New Generations will no doubt chart continued growth as Indian kids start to rival their connected cousins in other countries such as Australia and the USA, where more than 50 per cent have their own mobiles, and eight in 10 are internet users."

The New Generations 2011 study was unveiled during the FICCI Frames 2011 convention, held at the Renaissance Powai, in Mumbai. Cartoon Network's patented kids' lifestyle research analyses the evolution of Indian kids, including their behaviour, attitudes and preferences, over the past 10 years.

This pan Asia-Pacific initiative was launched in 1998 and is conducted in India, Pakistan, Australia, Taiwan and the Philippines. The study was first introduced in India in 2001.

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