The eighth edition of New Generations, Cartoon Network's patented kids' lifestyle research has some refreshed insights for marketers about consumption patterns, likes and dislikes amongs children.
First up, the power of consumption amongst kids has increased (34% over 2008) and they received a total of Rs 664 crore* in pocket money and gift money in 2009. That's an increase of 39% over 2008.
About 62% of those surveyed save a part of their pocket money and 8% of them have deposited it into bank accounts. Furthermore, parents of 4-6 year olds do not seem to be in a mood to cut spending on their kids. 86% of them claim they would spend the same or more on clothes for their kids and 66% claiming the same for toys for their kids.
Social consciousness amongst kids is at an all time high this year as 58% of kids want to "eliminate poverty and hunger" - an increase from 32% in 2008. When asked who they would like to see as Prime Minister, 30% of the kids say Sonia Gandhi, followed by Rahul Gandhi (19%) and Amitabh Bachchan and Priyanka Gandhi (8% each).
A majority of them prefer T20 cricket over the one-day International format. Sachin Tendulkar (38%) is the favourite sportsman followed by MS Dhoni (28%) and Yuvraj Singh (6.2%) followed by Sania Mirza at 5.5%.
Shahrukh Khan reigns supreme amongst favourite actors, followed by Hrithik Roshan and Salman Khan.
Meanwhile Katrina Kaif has displaced Aishwarya Rai from the throne of their favourite actress, followed by Kareena Kapoor.
(*Sample size: 7874 respondents comprising 3431 kids aged 7-14 years and one of their parents (3431) and 1012 parents of kids ged 4-6 years in SEC A,B and C across 15 cities in India)