Kids Consumer Analysis 2009

1.600 interviews represent 5,70 million German children aged 6-13 years

Since 16 years the Kids Consumer Analysis (KidsVA) provides detailed information about the media and consumer behavior of 6- to 13 years minors in Germany. During this time she has established itself as the most important study for young audiences.

In recent years, attention has focused particularly on the electronic media such as mobile phones, computers and the Internet, which by rapid proliferation are also enjoying increasing popularity among children in adolescents. The KidsVA shows that especially the older ones from 9 years increasingly use these new offerings. Altogether now sit 3,7 million, two out of three children in their free time in front of the computer, to work or to play. Increasingly, it is the possibility to the Internet. Here are waiting 3,4 million, almost 60 percent of 6- to 13-olds with Internet experiences on.

This does not mean, however, that reading is pushed out of everyday child life. 90 percent of those surveyed browse through magazines or devour books (82 percent). Values ​​that have even increased compared to the previous year. The 41 children's magazines surveyed regularly reach 3,7 million young readers. "Micky Maus-Magazin" from Egmont Ehapa Verlag continues to hold its own at the top with more than 631.000 readers, followed by "Disney Humorous Paperback" (Egmont Ehapa Verlag) with 418.000 readers and "Geolino" (Gruner + Jahr) with them 368.000 readers.

Ingo Höhn, Managing Director at Egmont Ehapa Verlag: "KidsVA impressively confirms that children's magazines, with 3,7 million regular readers, continue to be the most important and widest-reaching medium in the young target group alongside television."

A look at the toys in the children's room also shows that old and new are not mutually exclusive. Here, 3,9 million children (= 68 percent) already have game consoles or handheld devices, but board and card games (80 percent), jigsaw puzzles (69 percent) or cuddly toys (60 percent) are still indispensable.

Despite the increasing supply of electronic equipment and plenty of toys, the financial crisis is also leaving its mark on the household coffers of families and thus also on children. Parents are cutting back on spending on clothing and toys, and cuts have been made to pocket money for older children, and the children now have to pay for a few things out of their own pockets. Nevertheless, the wealth from regular cash donations and gifts is still considerable. Extrapolated almost 2,5 billion euros are collected annually and are preferably spent on sweets, magazines and ice cream. Another 3,6 billion euros are slumbering in savings accounts. However, the decline in financial assets has not had a negative impact on children's brand awareness. On the contrary, compared to the previous year, a further increase in brand awareness can be seen in most product categories and the willingness of parents to fulfill brand wishes is increasing. This shows that brands act as anchors that people trust and can create security. "Brands offer orientation in an increasingly complex world. This applies equally to our own print and online brands as well as to the brands of our advertising customers in the children and family environment." says Ingo Höhn.

Families also have to adapt to the current economic situation. The high degree of parents' willingness to largely fulfill their children's brand wishes shows that savings are made when it comes to children.

The KidsVA also proves with many other aspects that the freedom of the children is constantly growing and their say is increasing, but that the parents do not want to give up a certain control function. This can be seen, for example, with mobile phones, where the desire of under 10-year-olds to have their own mobile phone is still not answered. In addition, access to the computer and the Internet is rarely allowed for younger children and - even for older children - regulated. Most parents are aware of the possible dangers lurking on the Internet.

With over 1.600 interviews, KidsVA is representative of 5,70 million German children aged 6-13. It is used for marketing and advertising planning for young target groups and provides a wealth of data for a wide variety of research interests.

The electronic report on the KidsVA 2009 with all the results and the methodological basis can be obtained for a nominal fee of 49 euros www.ehapa-media.de .

Source: Berlin [ Ehapa ]