CHILD CONSUMERS – AUSTRALIA

2.5 million Young Australians aged 6-13 watch YouTube

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Original article by Roy Morgan
Market Research Update – Page: Online : 18-Feb-26

The latest Roy Morgan Young Australian Survey shows that 89% of the 6-13 age group watches YouTube (an estimated 2.5 million people). The leading YouTube video category is Gaming, watched by 1.33 million children aged 6-13 (53% of YouTube watchers in this age group), ahead of 930,000 watching the Animation category (37%), 900,000 watching Comedy (36%), and 850,000 watching the Animals and Music categories (34%). The survey also shows that 67% of boys aged 6-13 watch YouTube, compared with 39% of girls. Boys are also far more likely to watch the Sports category (36% cf. 17%). In contrast, girls show a strong preference over boys for categories such as Animals, Music, Fashion, Unboxing, DIY and Cooking. This research is part of an ongoing programme of research into Young Australian life experiences, preferences, priorities and opinions. This programme has been operating since the early 2000s, with the latest data collection on YouTube between April and December 2025, with a nationwide sample of 1,129 Young Australians aged 6-13

CORPORATES
ROY MORGAN LIMITED, YOUTUBE INCORPORATED

What do kids want for Christmas? Netflix, iPads & iPhones

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Original article by Roy Morgan
Market Research Update – Page: Online : 20-Dec-19

Roy Morgan’s pre-Christmas spending predictions, released in conjunction with the Australian Retailers Association, show that Australians are expected to spend nearly $53 billion in the lead-up to Christmas. This is up 2.6% on a year ago, and well above the latest ABS inflation level of 1.7%. Meanwhile, streaming service Netflix has topped the Kids’ Cool List in Roy Morgan’s Young Australians Survey for a second straight year; Netflix was nominated as ‘really cool’ by 66% of 6-13 year olds (up 3% points on 2018) and more than 70% of 10-13 year olds. In second place is former Number 1 (in 2016), the Apple iPad on 60%, followed by the Apple iPhone on 53%. Netflix is in top spot for both girls and boys, ahead of the iPad, with girls putting the Apple iPhone in third spot, although for boys it is the Sony PlayStation 4 that takes third spot. More than twice as many boys as girls say they consider the PlayStation 4 ‘really cool’. With around 2,500 young respondents per year, Roy Morgan’s Young Australians Survey has been measuring the changing tastes, opinions and activities of Aussie kids for many years, proving to be an invaluable resource for both retailers and parents keen to ensure they know what children and teens want.

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ROY MORGAN LIMITED, NETFLIX INCORPORATED, APPLE INCORPORATED, SONY COMPUTER ENTERTAINMENT AUSTRALIA PTY LTD

Wonder Woman on top and Captain Marvel one to watch

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Original article by Roy Morgan
Market Research Update – Page: Online : 8-Mar-19

A Roy Morgan Young Australian Survey has found that Wonder Woman is the favourite superhero for kids aged 6-13. An estimated 394,000 kids picked Wonder Woman as their favourite superhero in the year to December 2018, up 137,000 from the previous year. Wonder Woman’s biggest supporters are unsurprisingly young girls, picked by 383,000 girls in 2018, up 131,000 from a year ago. However, Wonder Woman has yet to win over the boys, picked by only 11,000 boys. Roy Morgan CEO Michele Levine says Wonder Woman’s appeal as a leading superhero is growing and with Captain Marvel opening in Australia this week, ‘Female-centred’ superhero films are a new growth area for film makers looking to cash in on the appeal of ‘Female-led’ movies.

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ROY MORGAN LIMITED

Wonder Woman top superhero for Young Australians

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Original article by Roy Morgan
Market Research Update – Page: Online : 24-Sep-18

New research from Roy Morgan shows that an estimated 368,000 Australians aged 6-13 years old picked Wonder Woman as their favourite superhero in the year to June 2018, while 303,000 named former leader Batman. Wonder Woman’s popularity as a superhero has more than doubled over the past two years (up by 192,000 to 368,000) following the release of the highly successful Wonder Woman film in 2017. In contrast, DC Comics stablemate Batman fell in popularity over the last two years, down 80,000 to 303,000. Overall, DC Comics characters filled four of the top five superhero spots in the latest Roy Morgan Young Australian Survey, with Superman in fourth on 118,000 and The Flash in fifth on 90,000. The top-rating superhero for rival Marvel comics was Spiderman, picked by 170,000 kids and up an impressive 36,000 from two years ago. Three other Marvel comics superheroes made the top eight favourite superheroes in 2018, including The Incredible Hulk (76,000), Iron Man (73,000) and Captain America (61,000).

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ROY MORGAN LIMITED, DC COMICS, MARVEL ENTERTAINMENT GROUP INCORPORATED

More girls save money but boys receive more

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Original article by Roy Morgan
Market Research Update – Page: Online : 22-May-18

The Roy Morgan Young Australian Survey has found that nearly 77% of kids aged 6-13 have money saved up. Some 79% of girls have savings, compared to 75% of boys. The survey, which was carried in the six months to December 2017, also shows that on average, boys have a total of $279.90 saved up, compared to girls who have an average of $268.68 saved. This is an extra $11.22 boys have saved on average compared to girls. Yet more girls are saving than boys. Meanwhile, girls on average receive 50 cents more a week than boys, whether for pocket money or chores, or extra money for school expenses. Yet boys on average receive more money as gifts, from birthdays to Christmas and from relatives.

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ROY MORGAN LIMITED

So long Billabong: kids like Nike (or how sportswear overtook surf-wear on children’s cool list)

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 4-Apr-17

Roy Morgan’s Young Australians Survey has found that just 14% of Australian children aged 6-13 considered home-grown surf-wear brand Billabong to be "cool" in the year to December 2016, compared with 46% in the year to December 2007. The proportion of children who consider Rip Curl to be cool has fallen from 33% to 18%. Meanwhile, the proportion of children who consider sportwear brand Nike to be cool has risen from 27% to 39% over the last decade, and 26% now rate Adidas to be cool, up from 22% in 2007.

CORPORATES
ROY MORGAN RESEARCH LIMITED, BILLABONG INTERNATIONAL LIMITED – ASX BBG, RIP CURL PTY LTD, NIKE INCORPORATED, ADIDAS AUSTRALIA PTY LTD, QUIKSILVER INCORPORATED, ROXY CLOTHING, RUSTY, PUMA AG

Kids now spend more time online than watching TV

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Feb-17

Roy Morgan’s Young Australians Survey has found that Australians aged 6-13 spent an average of almost 12 hours a week using the internet in 2016, almost double the six-and-a-bit hours a week kids spent online in 2008. Including all internet use at home, school or elsewhere, the time spent online has risen consistently over the period, increasing by an average 42 minutes each year. In contrast, the average Australian youngster spent 10.5 hours a week watching TV in 2016, down from over 14.5 hours a week in 2008. However, almost 30 per cent of kids’ internet usage is done outside the home. At home, kids spend almost eight and a half hours a week using the internet – still around two hours less than they spend watching TV.

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ROY MORGAN RESEARCH LIMITED

What’s cool for kids this Christmas?

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 15-Nov-16

The latest findings from Roy Morgan’s Young Australians Survey show that 69% of Australian children aged 6-13 think the iPad is "really cool", while 54% feel the same way about the iPhone. In both cases, girls are more likely than boys to covet these items: 71% vs 68% in the case of the former, and 59% vs 50% for the latter. Computers in general (including laptops and tablets) are currently considered really cool by 52% of kids (53% of boys, 51% of girls). Meanwhile, Lego/Lego games are really cool in the eyes of 43% of Australian children (54% of boys and 32% of girls).

CORPORATES
ROY MORGAN RESEARCH LIMITED, APPLE INCORPORATED, LEGO AS, NIKE INCORPORATED

Girls given mobile phones before boys (thanks, Dad!)

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 1-Nov-16

The latest Roy Morgan Young Australians Survey has found that 69% of girls aged 6-13 own a personal mobile phone, compared with 64% of boys. However, just 3% of boys and 2% of girls aged 6-7 own a mobile phone. This rises to 12 per cent of girls and 5% of boys aged 8-9. The gap between girls and boys becomes starkest at age 10 and 11, when an additional 17% of girls get a phone, compared with 15% of boys, while a further 41% of boys and 38% of girls aged 12-13 own their own phone. Meanwhile, a Roy Morgan Single Source Survey of Australians aged 14+ has found that 19 per cent of girls and 16 per cent of boys aged 14-15 have their own mobile phone. By the end of their teens, 98% of men and 99% of women have their own mobile phone.

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ROY MORGAN RESEARCH LIMITED

Kids’ favourites don’t have be a guessing game

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Original article by Roy Morgan Research
Market Research Update – Page: Online : 21-Sep-16

Roy Morgan Research’s Young Australians Survey has found that 8.0 per cent of all Australian children aged 6-13 nominate Bugs Bunny as their favourite cartoon character. He is the most popular cartoon character among both girls and boys aged 6-9 and 10-13. The survey also shows that overall, 15.3 per cent of children aged 6-13 name Batman as their favourite superhero. While Batman is the most popular superhero among boys aged 6-9 and 10-13, Wonder Woman is the most popular superhero among girls of both age groups. Meanwhile, Minecraft is the top-ranked computer/console game for 14.3 per cent of all children aged 6-13.

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ROY MORGAN RESEARCH LIMITED