Digital has captured the attention of all generations. But the new generation kids beg to differ. A study released by media giant Turner called ‘New Generations 2016’ says that television is still at pole position when it comes to ranking the media Choice for Indian Kids. Naturally, cartoons are the most watched genre by kids and parents alike.

However, considering that most kids, especially the urban children live in an internet-connected world, gaming is the number one online activity for children. That said, they also scrounge the Internet for information. In what could be music to the ears of marketers who tap kids, this generation has some amount of purchasing power. The pocket money given to kids in 2015 has grown a 100 per cent over the previous edition of the study.

They also come across as eco-friendly and the kids chose to eliminate poverty and promote peace. They were also keen to participate in programmes like the Swachch Bharat Abhiyan.

In terms of what communication appealed to them, ads consisting of their favourite cartoon character topped the charts, along with character based product packaging

From a future perspective, these kids were ready to take on the world and are up for exploring non-traditional careers.

The study puts the spotlight on lifestyle, opinion, behavioural pattern and spending habits of over 6,000 kids surveyed in India. This year’s research focuses on the ‘The Plurals’, who by definition, are those born between 1997 and 2015. The study defines the segment of The Plurals as the ones who are comfortable to curate their own experiences and expect as well as demand choices. Plurals are defined by the new and different career choices, higher spending power, strong world awareness and being socially active.

New Generations 2016, a global survey by Turner, in its 16th year, is a guide for brands, marketers and advertisers to decode the trends and consumption patterns that define the New Generation kids.First unveiled in 2001, this New Generations study is the largest kids’ lifestyle survey in the Asia Pacific region. New Generations research covers all town classes including towns with a population of less than 1 lakh individuals as well [LC1 towns].

Siddharth Jain, Managing Director, South Asia, Turner International India, said, “The study defines the kids of today—The Plurals. We are certain that these insights will help create an industry benchmark and will change the way in how marketers, businesses and advertisers engage with kids as a category altogether.”

Source: The Hindu


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