Kids Consumer Analysis 2011 - For the first time with data for preschoolers!

With Link to Presentation of Consumer Analysis

The Kids Consumer Analysis (KidsVA) has since 18 years a wealth of data and information about the media and consumer behavior of the used 6,13 million children and adolescents aged up 6 13 years in Germany. The representative study therefore is the most important study for young audiences in Germany. This year, the group of respondents was first expanded (4 million =) to the 5- and 1,4-year preschoolers. About the media and consumer behavior gave parents detailed information.

Interest in printed matter remains very high among the younger generation. 5,9 million (96%) of all surveyed children between the ages of 6 and 13 stated that they look at magazines in their free time and 5,5 million (91%) browse books. The proportion of those who like to read frequently has increased compared to the previous year. So it is hardly surprising that children's magazines find a large readership. 46% of all 72- to 6-year-olds (= 13 million) are regularly reached with a total of 4,41 titles. The weekly Mickey Mouse magazine from Egmont Ehapa Verlag is the front runner with more than 700.000 readers. More stories from Duckburg follow in the "Disney Lustigen Taschenbuch" (682.000 readers) and 543.000 readers interested in football use "Just Kick-it!" from Panini Verlag.

Likewise, interest in reading is aroused early on in the youngest. 1,1 million parents of pre-school children aged 4 to 5 years (81%) report that their children watch or read magazines in their free time. In the case of books, the proportion is significantly higher at 87% (= 1,2 million). The 21 children's magazines queried from the mothers of preschool children reach 58% regular readers (= 0,8 million) among 4- to 5-year-olds.

Ingo Höhn, Managing Director at Egmont Ehapa Verlag: "Parents introduce children to print media at an early age. More than 5,2 million regular readers from the age of 4 underline the extraordinary importance that magazines have for children."

The increased desire to read is not offset by increasing computer or internet frustration. On the contrary, access to the new media comes earlier and earlier and continues to grow in intensity. Even among preschoolers, every fourth child is allowed to use their home computer and almost every fifth is already on the Internet.

In the case of school children aged 6 and over, the number of users increases rapidly and almost 5 million 6 to 13 year-olds (81%) now have computer experience and 4,5 million (74%) have already been online. 32% of these users are even on the Internet every day.

The fascination of digital offers is also evident in more and more entertainment electronics in children's rooms and a further increase in electronic play equipment. Consoles in particular have now left the nursery and are fun for the whole family.

The enthusiasm for classic toys does not fall by the wayside, but is also increasing. The girls also grow up with dolls and the boys with Lego and Playmobil. There are also puzzles and lots of board and card games.

Not only are the parents willing to dig deeper into their children's pockets, but the children themselves benefit from the positive overall economic development.

After two years of declining income, the 6- to 13-year-olds have more money overall. With pocket money of 24,8 euros per month, the previous high of 2008 was almost reached again at 25 euros. In addition, there are more monetary gifts for birthdays, Christmas and Easter, which add up to 197 euros. That is an increase of 5% and thus an increase of 10 euros compared to the previous year.

Pre-school children also take part in the money blessing on holidays and birthdays. With them the sum of 190 euros comes together - not much less than with the older children. With pocket money, which half of 4-5 year olds already receive, young earners can pocket an average of 12 euros per month. The money is then saved or, as with the elderly, mainly goes into candy, toys, ice cream and magazines.

With a total of 2011 interviews, KidsVA 2.122 is representative of 7,5 million German-speaking children between the ages of 4 and 13. 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.

A presentation for the KidsVA 2011 with many graphics, including the eating behavior of the kids, you can [here] as a pdf file.

The electronic report on the KidsVA 2011 with all the results and the methodological basis can be obtained for a nominal fee of 159 euros www.egmont-mediasolutions.de .

Source: Berlin [Egmont Ehapa Verlag GmbH]