Kids Consumer Analysis 2010
An unbroken pleasure of reading can be stated at the beginning of the decade, although the competition of electronic media is large. 95 percent of children say they read books or magazines in their spare time. The data requested in this year 44 children's magazines have 4,35 million regular readers - these are 70,2 percent of 6- to 13-olds. Here is the weekly "Micky Maus-Magazin" from the Egmont Ehapa with 627.000 readers Leader. This is followed by "Disney Lustiges Taschenbuch" (Egmont Ehapa) with 473.000 readers and "Just Kick-it!" (Panini Verlag) with 415.000 readers.
Ingo Höhn, Managing Director at Egmont Ehapa Verlag: "We are pleased that the fun and interest in reading among children remains high. 4,35 million regular readers are impressive proof of the great importance magazines have for children."
But the new media are also being used intensively by the next generation. Three in four children (4,7 million) now use a computer at home and more than 67 percent (4,2 million) have been online. 28 percent of these users are even on the Internet every day.
Digital worlds are also explored with game consoles and handheld game devices as well as with PC and online games. Two thirds of 6- to 9-year-olds already have at least one of the modern games machines, and for 10 to 13-year-olds it is as much as 83 percent. Wii, Playstation or Nintendo DS have long since ceased to be boys' domains, but more and more girls are discovering the range of games for themselves. Not least because consoles in particular are used intergenerationally as play equipment for the whole family.
The increasing technical equipment in the children's rooms shows that the children got through the financial crisis well despite all the global economic turbulence. Their brand awareness is very pronounced, because the brands offer children orientation in an increasingly complex world. Their influence on family (purchase) decisions is great and the parents largely comply with the wishes of their offspring. Ralf Bauer, Head of Market / Media Research at Egmont Ehapa Verlag: "We are seeing an impressive trend towards growing self-determination and influence on family decisions, especially among 6 to 9-year-old children."
The young consumers remain well cushioned financially. Every month they receive an average of 23 euros in pocket money, and monetary gifts for birthdays, Christmas and Easter add up to 186 euros. Part of this money is saved, but often the small wishes of everyday life are also fulfilled. These are mainly candy, magazines, and ice cream.
This year the study underwent a methodological overhaul. As with other large market media studies (MA, VA), from now on the children and parents will be interviewed orally with the help of a notebook (CAPI / CASI). In addition, the population changes. It has been expanded to include German-speaking foreigners and thus more comprehensively depicts the entirety of the young target groups in Germany. The KidsVA is thus representative for 6,2 million German-speaking children aged 6 to 13 years.
In addition, there are changes in the sample survey, so that a direct comparison of the values for the reach of the requested titles is not possible. Conclusions about reach winners or losers in the children's magazines are therefore also not permitted.
With 2010 interviews, the KidsVA 1.745 is representative of 6,2 million German-speaking children aged 6 to 13 years. The KidsVA 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 2010 with all the results and the methodological basis can be obtained for a nominal fee of 99 euros www.egmont-mediasolutions.de .
Source: Berlin [Egmont Ehapa Verlag]
