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63% kids watch English channels to improve their English: Kantar IMRB study

MUMBAI: Kids don’t watch TV just for the sake of entertainment; in fact, they also see it as a learning tool.

According Kantar IMRB’s annual syndicated study KidScan, 62% of kids feel that TV is not only for entertainment but also a source of information, with 63% of them watching English channels to improve their English language skills.

The annual study delves into the Indian market for kids’ content to understand their interaction with their environment. The study also seeks to understand the product trends of different industries.

According to the study, advertising also plays a huge role in shaping kids’ preferences and influences them to buy brands, with 36% of the kids who were surveyed claiming to buy a product because they liked the ad.

In the digital category, 17% of the kids who use the internet have profiles on Facebook. They mostly use Facebook for chatting (15%) while 55% of internet users consider the internet a close ‘buddy’.

The quantitative study combines both face-to-face and self-filling questionnaires. The findings are derived from a sample size of 2,500 kids in the age group of 5–14 years and an equal number of parents, belonging to new SEC A, B & C households, spread across 14 cities in the country.

The study also highlights the real-time record of kids’ regular activities and analyses the communication conundrum to get the brand message across. The study shows that kids act as brand consultant for categories that are targeted to them as well as for big brands operating in categories like consumer electronics, automobiles, etc.

To better understand kids’ views on the outlook for the retail industry, this study shares some insights like 69% of kids think it is important to wear latest fashion.

The study draws up a holistic report on how kids consume brands—with a special focus on food, beverages and related categories.

A segment on how media is consumed—with a special focus on television and emerging media—also forms an integral part of the study.

The study also unearths the level of peer influence and its implications for kids’ purchase and consumption, their ambitions, key drivers and barriers to choice, lifestyle, the amount of pester power they yield, parental pressure and much more. In short, KidScan serves the purpose of a handbook for marketers relevant to the space.

Highlights of the study:

  1. Wearing latest fashion is important for 69% of kids.
  2. Deciding what to wear evokes a feeling of confusion in 41%.
  3. 62% of kids feel that TV is not only for entertainment but also a source of information.
  4. 77% feel that it is important to save money for the future.
  5. One in two kids accesses the internet without anyone’s help.
  6. Four in 10 kids watch serials even when their mother is not watching.
  7. 63% of kids watch English channels to improve their English.
  8. Kids spend 48 minutes on an average school day and 60 minutes on a holiday using a mobile phone/tablet.
  9. 63% of them spend their pocket money on biscuits.
  10. 36% claim to definitely go and buy the product because they felt that the ad was nice.