David Webb, Turner International Asia Pacific Director of Research and Planning for Kids and Entertainment, presented to us the findings of New Generation 2015. It is a study that analyzes the habits and preferences of today’s connected Filipino kids. Tumer Broadcasting System, the company behind kids’ channels such as Cartoon network, Toonami and Boomerang, initiated this study through the market research consultant company, Yellow Squares.
Who were the respondents on this study?
500 child- parent pairs from affluent households in the Mega Manila area were surveyed for this study.
Here are some of the results of the study:
- 1 out 2 kids, ages 4-14 years old own a mobile phone with 91% of households owning a smart phone
- 94% of respondents have tuned in on TV on the month surveyed and online usage follows at 93%
- TV is the top media choice for information
- 7 out 10 kids watched TV with their mom and/or dad in the last week
- Kids are accessing as much as 5 apps per month
“As tablet and mobile devices continue to proliferate homes, the way Filipino kids access entertainment and games continues to evolve,” said David Webb. “Even among highly connected kids, television continues to be the number one media. Outside of their friendship group, it is the most important media when it comes to how they find out about new things that appeal to them. This, occupied with the fact that the majority of kids spend co- viewing with the decision makers of the household means that TV is still the most effective medium for reaching this important audience.”
From my experience, I noticed that my kids are also more into TV than gadgets. Although I prefer that they read more, I cannot deny the fact that TV would be better than gadgets. At least with watching TV, I can watch it with them. I can monitor what they are watching and I can explain it to them.
What do you think of this study? Do you think it reflects the Mega Manila households?
