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

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.

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

Wonder Woman on top and Captain Marvel one to watch

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.

CORPORATES
ROY MORGAN LIMITED

Wonder Woman top superhero for Young Australians

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).

CORPORATES
ROY MORGAN LIMITED, DC COMICS, MARVEL ENTERTAINMENT GROUP INCORPORATED

More girls save money but boys receive more

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.

CORPORATES
ROY MORGAN LIMITED

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

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

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.

CORPORATES
ROY MORGAN RESEARCH LIMITED

What’s cool for kids this Christmas?

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!)

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.

CORPORATES
ROY MORGAN RESEARCH LIMITED

Kids’ favourites don’t have be a guessing game

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.

CORPORATES
ROY MORGAN RESEARCH LIMITED

The Pokemon phenomenon: Australian 13 (and 30) year-olds becoming seven again

Original article by Roy Morgan Research
Market Research Update – Page: Online : 18-Jul-16

A Roy Morgan Young Australians Survey has found that 21 per cent of Australians aged 6-13 thought Pokemon was cool in 2015, a rate that has been fairly consistent over the past eight year. Pokemon’s popularity peaked among the youngest respondents, with the Japanese gaming and entertainment franchise considered cool by 27 per cent of six year-olds and 30 per cent of seven year-olds. Its appeal declined to 24 per cent of eight and nine year-olds, 21 per cent of 10 year-olds, 18 per cent of 11 year-olds and just 13 per cent of kids aged 12 to 13. However, with the release of Pokemon GO – a GPS-based augmented reality app – our continuing research over the rest of 2016 may well show that these older Australian kids (and their parents) could consider Pokemon cool again.

CORPORATES
ROY MORGAN RESEARCH LIMITED