Turner Australia Conducts New Generations 2018 Children’s Survey
Today (26th July), Turner Australia (owners and operators of Cartoon Network and Boomerang in Australia) has released its findings from this year’s New Generations 2018 report in Melbourne and Sydney, the survey was conducted to find out what forms of entertainment children aged between 4 and 14 enjoy and also by what method and medium they consume content and also to find out how they get info on the latest products. The New Generations survey offers an insight into the lives of Australian children, including their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence, the survey is now in its 13th edition and over 20,000 child-and-parent pairs have been interviewed since the survey’s first edition.
According to the survey, TV remains to be the most popular entertainment medium for kids (in terms of monthly usage), despite recent growth in short-form video platforms. On average, kids watch more than two and a half hours of television and movies across all devices and platforms during a usual day, and then spend around 75 minutes on short-form video platforms. Also according to the report, cartoons remains to be favourite type of TV content watched by kids, followed by movies and live-action kids shows.
Since the last survey in 2016, penetration of newer technology has increased in households with kids, the amount of homes with streaming devices has increased by 124%, smartwatches increased by 69% and VR devices increased by 60%. Almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.
Short-form video viewing was the most common online activity for kids on websites and apps, with 73% of children surveyed. Although, there’s a high consumption rate for online media, the usage of individual video channels on YouTube remain to be more split up. Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were all listed among the top five YouTube channels. Online games overtook homework in this year’s survey of online activities. Minecraft remains to be the top game for boys and girls, but Fortnite was the second most popular game for boys.
As part of the research, Turner has developed AdLab, to find out the effectiveness of advertising aimed at kids, this includes metrics such as ad likeability, brand recall, and purchase intent, this applies to television advertising and advertising on online platforms. According to the research, TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent. On websites, ad formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more effective, achieving double the recall of standard digital ads. Research also showed that ads appearing within content for the same brand had a higher recall (+35%) and purchase intent (+25%).
From The Turner Asia-Pacific Press Release: Turner Commissions Large-Scale Study Of Australian Kids’ Viewing Behaviour: ‘New Generations’ report reveals favourite influencer channels, most popular platforms and device usage; social media trends and ad effectiveness
Turner Australia has unveiled the findings of its latest New Generations report at events in Melbourne and Sydney this week, lifting the lid on what makes our youngsters tick. The report looks at a variety of aspects facing children aged 4-14 including screen time, content preferences and how they find out about the latest products.
“Understanding the minds of the next generation of content consumers is never an easy task. The kids we spoke to are true digital natives who play by very different rules to us and this report has really thrown up some interesting data,” said David Webb, Turner’s Senior Director of Data & Insights for Asia Pacific.
What Are Our Kids Watching?
Despite the rise of short-form video platforms, TV remains the largest medium in terms of monthly usage for kids, according to Turner’s New Generations report.
On average, kids are consuming more than two and a half hours of television and movies across all devices and platforms on a typical day, and spend a further 75 minutes on short-form video platforms. Cartoons remain the favourite type of TV content watched by kids, followed by movies and live-action kids shows.
“Never before have children had so many content and platform choices – but TV is still the major player for youngsters, and it’s also clear that they still love animation,” added Mr Webb.
Penetration of newer technology has increased amongst households with kids, with streaming devices (+124%), smartwatches (+69%) and VR devices (+60%) having all seen large uplifts in ownership since the last survey in 2016. And while almost all households surveyed now have a smartphone, child access to computing devices remains higher for tablets and computers.
What Are Our Kids Doing Online?
Short-form video viewing was the most common online activity for kids on websites and apps (73%).
Despite high platform consumption, usage of individual on-line video channels remains highly fragmentated, and of the myriad of YouTube channels available, Dan TDM, Ryan’s Toys Reviews, Minecraft, Jake Paul and Hobby Kids TV were listed as the top five.
Online games overtook school/homework in this year’s survey in terms of key online activities. Minecraft remained the top favourite game for both boys and girls, although recent sensation, Fortnite, was the second-highest favourite title for boys.
Social media usage remains much lower for kids, especially those aged 12 and under, with only a quarter (27%) using any platform in the last month. Instagram has overtaken Facebook for the first time in the New Generations history, with nearly half of the kids using Instagram of which 87% have their own account.
As part of the research Turner also developed AdLab, in order to determine the effectiveness of advertising to kids. The study researched key effectiveness metrics such as ad likeability, brand recall and purchase intent within TV, short-form video platforms and website environments.
The research revealed that TV ads outperformed YouTube ads for key ad metrics when comparing the same creative, with results showing 43% higher spontaneous awareness, 21% higher brand recall, 7% higher ad likeability and a 13% change in purchase intent.
“What we saw was that purchase intent increased when an ad was shown on TV only, compared to YouTube only, but further increased when seen on both TV and You Tube. This information could provide brands with better information to plan their campaigns.” said Mr Webb.
In the website test, premium digital formats such as OTP (Over the Page) ads, pre-roll videos and game takeover ad units were more impactful, achieving double the recall of standard digital ads.
Content environments also played a key role in driving effectiveness with ads performing better on all key metrics when kids liked the surrounding content. The research also showed that ads appearing within content for the same brand achieved higher recall (+35%) and purchase intent (+25%).
Turner Australia is the company behind brands such as Cartoon Network and Boomerang, and YouTube platform Mega Awesome Wow.
About Turner’s New Generations Report 2018
New Generations is Turner’s pioneering kids’ survey to better understand Australian kids’ lifestyle – their values, aspirations, media habits, consumption, pocket money, opinions, preferences and parental influence. Celebrating its 13th edition in Australia, the long-established and respected research has interviewed over 20,000 child-and-parent pairs since its inception.