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New GenerAsian Kids !!!
Adults beware,
because kids have a mind of their own. This is one of the
conclusions that one could draw from the recent study conducted
by Cartoon Network in association with ACNielsen in the
Asia Pacific region.
The study called New GenerAsians surveyed
over 7700 children aged 7-18 living in 29 cities across
Asia Pacific. It surveyed over 2000 kids from ten cities
in India alone, more than any other country in the region.
According to Anthony Dobson, Executive Director of Research
& Strategic planning for Turner Entertainment Networks Asia,
this was because "The sample size was not based on the population
per se. India is the most culturally diverse country than
any other in the region. There are more languages spoken
here, more than China. Hence the larger sample size from
India." The cities, which were part of the study, were Ahemdabad,
Banglore, Culcutta, Chennai, Cochin, Delhi, Hyderabad, Kanpur,
Ludhiana and Mumbai.
Some of the results were indeed startling, especially from
the Indian kids. They revealed a strong preference for desi
brands. Out of the 18 product categories researched top
ten brands that enjoyed the strongest brand equity among
the Indian kids are local. When asked what their favourite
brands were in categories like jeans, shoes, chips, watches
etc the answers were: Titan watches, Ruf 'n Tuf jeans, Uncle
chipps, Action shoes, Boomer Chewing Gum, Maruti car and
Action Sportswear in their respective categories. This is
in stark contrast with the rest of the region where the
top spot is occupied by foreign brands. International brands
that figure in the top ten for brand recall among kids in
India include Cadbury, Pepsi and Kwality Wall's.
And parents need not worry either because at 90%, Indian
Kids have a much higher aspiration for achieving good grades
and getting admission in a reputed college/university as
against only 66% of kids from rest of the region.
The Internet usage among the kids in India, even though
low compared to the rest of the region, has gone up considerably.
Only 1% of Indian kids use Internet and they use it mostly
for checking exam results and playing games.
If anything the only problem with this survey could be that
the sample size could be a bit less considering the fact
that only 7700 kids were surveyed in the whole of Asia Pacific
region.
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