Philippines

Contents Contents slide ( #2 in New Gen

taiwan )
1. In The Home
2. Media
• Same as New
3. Kids &gen Taiwan – text boxes
The Internet
and animation
4. Kids &to bePhones
Mobile added locally
5. Money

6. Secret Lives of Kids

7. How kids get their way
8. Looking into the Future
9. Kids Favourites
10 . Kids & the Wider World
 Why
“New Generations”?
• Knowing kids is part of our DNA
• New Gens is an opportunity to share these
insights in a fun and informative way
Research Background

Large-scale quantitative study

 Face-to-face, in-home interviews
 1,000 kids 7-14 & 1,000 parents
 Across 3 centers (Metro Manila, Cebu, Davao)
 Socio-economic groups A, B, C & D
 Even split across age and gender

Fieldwork: Aug 25th – Sept 21st 2009

Conducted by Research Agency Synovate
Sample Proportions (weighted)

Metro
Manila 80%

Socio-Economic
Cebu 10% Status
C1, C2
Davao 10% 53%

AB 9% D
37%
In the Home…
 Devices in Kids’ Homes
Increasingly digital homes
Mobile Phone 97%

DVD Player 85%

Stereo / CD Player 74%

MP3 / MP4 / iPod 52%

Computer 47%

Digital Camera 42%

Cable TV 41%

Hand-held Game 38%

Game Console 34%

Internet Access 32%

Webcam 27%

DVR 16%

LCD/Plasma TV Set 11%

Q8: Can you tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
 Devices in Kids’ Homes
Growing access to technology

97%
Mobile Phone 93%
85%
85%
DVD Player 84%
54%
52% +16%
MP3/MP4/iPod 45% 2009
14%
2007
47% +12%
Computer 42% 2005
30%
42% +24%
Digital Camera 34%
21%
38%
Hand Held Game 38%
20%
32% +39%
Internet Access 23%
15%

Q8: Can you tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2005, 2007, 2009
Media
 Daily Activities
TV the only universal, daily medium
2007 Total 7-14
[ 1st ] 1)
1) Watch
Watch TV
TV 95%
95% 95%
95% 96%
96%
[ 5th ] 2)
2) Use
Use the
the Internet
Internet 39%
39% 45%
45% 33%
33%
[ 3rd ] 3)
3) Listen
Listen to
to music
music 35%
35% 34%
34% 35%
35%
[ 2nd ] 4)
4) Read
Read aa [non
[non school]
school] book
book 25%
25% 19%
19% 32%
32%
[ 4th ] 5)
5) Listen
Listen to
to radio
radio 22%
22% 22%
22% 23%
23%
[ 9th ] 6)
6) Played
Played hand-held
hand-held video
video games
games 17%
17% 23%
23% 11%
11%
[ 6th ] 7)
7) Played
Played video
video games
games [via
[via TV]
TV] 15%
15% 23%
23% 8%
8%
[ 7th ] 8)
8) Read
Read newspaper
newspaper 9%
9% 9%
9% 9%
9%
[ 10th ] 9)
9) Read
Read comics
comics 9%
9% 10%
10% 8%
8%
[ 8th ] 10)
10) Read
Read magazines
magazines 8%
8% 6%
6% 9%
9%

Q25. Thinking about yesterday, which of these things did you do? Base: All kids samples (1,000). Source: Cartoon Network New Generations Philippines 2009
 Parents TV Choices for Kids
If you could choose just 3 channels for your child to watch . . .

ABS CBN 64%

GMA 62%
ABC 5 40%
Total
Cartoon Network 21%
Disney 11%
QTV 10%

Cartoon Network 44%

ABS CBN 43%
GMA 32%
Disney 26%
Cable Discovery 17%
Nickelodeon 14%
HBO 14%
National Geo 11%

Q14: If you could choose just 3 TV channels for your child to watch, what would they be?
Base: All parents of 7-14 (1,000) vs. Cable parents (500) Source: Cartoon Network New Generations Philippines 2009
 Kids’ Favorite TV Channel
ABS CBN 25%

ABC 5 22%

Total GMA 20%

Cartoon Network 12%

Disney 6%

Cartoon Network 26%

ABS CBN 15%

Cable Disney 14%

GMA 10%

ABC 5 5%

Q29: What is your favorite channel? Base: All kids 7-14 (1,000) vs. cable kids (500). Source: Cartoon Network New Generations Philippines 2009
 Kids &
the Internet
 Internet Users
Over 6 in 10 kids are now Internet users

% Used in Past 30 Days ( Kids 7-14 ) Internet Users

COMPUTER INTERNET 2003 2005 2007 2009
20% 26% 46% 63%
Yes Yes
73% 86% 63% of total kids
are Internet users
AB : 79%
Age of using Internet C : 70%
D : 49%
82%
73% Boys : 66%
60% Girls : 60%
38% Metro Manila : 64%
Cebu : 61%
7-8 9-10 11-12 13-14 Davao : 52%
Q51: Have you used a computer in the past 30 days? (Base:Kids 7-14 (1,000))
Source: Cartoon Network New Generations Philippines 2009
Q52: How often do you access the Internet? (Base: Kids 7-14 used computer in past 30 days (722)
 Internet Users: Frequency
Three quarters are at least weekly users

% Frequency of using Internet

11%
19% 20%
24% 28%
Less often 34%
19%
16% 17%
16% Once
15%
a week 12%
31%
33% Few times 36%
34% a week
36% 32%
Daily
38%
32% 27%
26% 22%
21%

Total Boys Girls AB C D

Q52: How often do you do you access the Internet? Base: Used computer in past 30 days (Kids 722). Source: Cartoon Network New Generations Philippines 2009
 Why use the Internet ? (prompted)
Gaming is king but video is catching up . . .
Internet applications used
82% 73% Play online games 78%
61% 61% Watch videos 61%
48% 63% Schoolwork / homework 55%
55% 55% Watch videos on You Tube 55%
41% 50% Visit social networking sites 45%
32% 42% Email 37%
26% 27% Instant Messaging 26%
22% 19% Download Music 21%
19% 21% Watch TV shows/movies 20%
12% 15% Build / maintain own web site 13%
8% 12% Listen to radio 10%
9% 9% Posting videos on YouTube 9%
6% 10% Blogging 8%

Q53: Which of these things have you used the Internet for in the last month? (Base: Kids accessing Internet in past month - 694) Source: Cartoon Network New Generations Philippines 2009
 Why Use the Internet ? (prompted)
Use of all applications bar gaming grows with age

86% Internet applications used

80% 7-8 yrs
75% 74%
9-10 yrs
66%
62% 11-12 yrs
59%
13-14 yrs
52% 52%
44% 46%
43%
38%
31% 29%
27% 27%
24% 24%
22%
17% 16%
10% 11%10% 11% 12%
9% 8%
6% 5%
2%

Playing Watch Visit social Email Instant Download Maintain Post

games Videos networking messaging music own videos on
on You Tube sites website You Tube

Q53: Which of these things have you used the Internet for in the last month? (Base: Kids accessing Internet in past month - 694) Source: Cartoon Network New Generations Philippines 2009
Social Networking (prompted)
Facebook follows Friendster

Top 5 Sites
Boys Girls
Friendster 69% Friendster 82%

Facebook 38% Facebook 42%

Multiply 9% Multiply 11%

MySpace 6% MySpace 8%

Games 5% Twitter 6%

Q55: Which of the following social networking or blogging websites do you used
regularly? (Base: Kids accessing Internet in past month - 694)
Source: Cartoon Network New Generations Philippines 2009
 SNS: Public or Private ? (prompted)

Who can see your information?

Only my friends can see 50%

Anyone can see all 43%

Anyone can see some 16%

Manila Cebu Davao

44%
44% 38%
38% 35%
35% 44%
44% 41%
41%

Q56: Who can see your information on Facebook, Friendster, Multiply, Myspace, or other social-networking sites that you use?
(Base: Kids who use social networking site - 559) Source: Cartoon Network New Generations Philippines 2009
 Online Persona (prompted)
Half of kids act differently when online

In what ways do you act differently when you are online ?

( compared to how you are in a real life )
Total 7-10 11-14
I'm more outgoing and say more 15% 9% 19%
I say things I wouldn't say in real life 15% 7% 20%
I pretend I'm older 8% 6% 10%
I change everything about me 7% 3% 10%
I pretend I look different 6% 3% 7%
I pretend I'm someone else 6% 3% 8%
I flirt more 4% 3% 4%
I don't act differently when I'm online 53% 59% 49%
Q57: In what ways do you act differently when you are online to the way you are in a real life??
(Base: Kids who access the Internet in past month - 694) Source: Cartoon Network New Generations Philippines 2009
 Virtual Friends
1 in 3 kids have net friends they haven’t met in real life
1 in 2 teens 13-14s have virtual friends

34% 29%
47%

32% 32%

23%
16%

7-14 yrs 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

Q58: Have you ever made a friend over the internet whom you have never met in real life?
(Base: Kids who access the Internet in past month - 694) Source: Cartoon Network New Generations Philippines 2009
 Gaming (prompted)
More than half of all kids play mobile and online games

Types of games played ( in past month )

Total 7-14 yrs 7-10 11-14 Boys 13-14
Games on a mobile phone 68% 59% 63% 60% 67% 59%

Online games (single player) 58% 46% 70% 77%

Hand-held games 49% 50% 48% 55%

Online games (multi-player) 32% 25% 40% 54%

TV console games 31% 31% 32% 48%

Games in a games arcade 30% 30% 30% 44%

None of the above 5% 7% 2% 0%

Q41: In the past month, which of the following types of games have you played? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
Kids &
Mobile Phones
Kids & Mobile Phones
38% own a mobile phone Kids with own mobile
38%
26%
AB C D 14%
57%
57% 44%
44% 25%
25% 2005 2007 2009

% Kids with own mobile phone ( by age & gender )

63%
Girls
45%
60%
Boys
32%
39%
19%
31%

16%
7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

Q.47. Do you have your own cell phone? (Base : Kids 7-14 – 1,000) Source: Cartoon Network New Generations Philippines 2009
Kids & Mobile Phones
84% are mobile phone users
More than two thirds are at least weekly users

% Frequency of using mobile phone

Daily
Daily 30%
30%

Few
Few times
times aa week
week 21%
21% 68%
68%

Once
Once aa week
week 17%
17%

Less
Less often
often 16%
16%

Never
Never 16%
16%

Q.48. How often do you use a cell phone? (Base : Kids 7-14 – 1,000) Source: Cartoon Network New Generations Philippines 2009
 Must-have Gadgets (prompted)
Imagine you are alone on an island and can take only one of
these with you…

Boys Girls
Laptop computer 32% Laptop computer 32%

Hand held video games 18% Mobile phone 20%

Mobile phone 16% Digital camera 14%

iPod/MP3 music player 13% iPod/MP3 music player 13%

Books 9% Books 12%

Digital camera 9% Hand held video games 7%

TV set 4% TV set 4%

Q.42. Imagine you are alone on an island for one day and can take only one of these things with you. Which would you take?
Base: All Kids 7-14 – 1,000. Source: Cartoon Network New Generations Philippines 2009
Money
 Pocket Money
91% parents give pocket money
Pocket Money Trend (PhP)
2003 2005 2007 2009
109 145 169 197

Average Weekly Pocket Money [ PhP ] 2007 2009

244
205 214
197
169 172 181
165
132 144

TOTAL 7-10 yrs 11-14yrs Boys Girls

Q11. Do you regularly give your child pocket money? (money that can freely spend themselves)? Base: Parents of 7-14 (1,000)
Q12. On average, how much per week do you give the child pocket money?
Base: Those parents of 7-14 who give child pocket money (913) Source : Cartoon Network New Generations Philippines 2009
Pocket Money
Average Weekly (PhP.)

Cable 239 AB 348

Non-Cable 171 C 219
D 136
PhP 197
2007: 169
Boys 214
Manila 205
Girls 181
Davao 177
Cebu 156

Q12. On average, how much per week do you give the child pocket money?
Base: Those parents of 7-14 who give child pocket money (913) Source : Cartoon Network New Generations Philippines 2009
 Gift Money
Almost all kids receive gift money

% receiving gift money Annual gift money

96% PhP 2,130

Annual income of 7-14 year old = PhP 12, 374 (197 x 52 + 2,130)

Q13. How about when your child receives money as a gift during birthdays or Christmas or other occasions in the year? How much
gift money would you say your child receives during the year? Base: Parents of 7-14 Source : Cartoon Network New Generations Philippines 2009
Kids Spending Power
Approx 3.7 million kids aged 7-14 in
Manila, Cebu and Davao (covered in the study)

Total pocket money (91% kids): 34.5 billion

Total gift money (96% kids): 7.6 billion

PhP 42 billion per year !!

( vs. PhP 37 billion in 2007 )

Source : Cartoon Network New generations Philippines 2009

Secret Lives
of Kids
 Good Kids ?
Which do you do without your parents asking you to . . ?

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73 76 74
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43 43 42
34 33 36
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Q65. Which of the things in the list below do you do, without your parents asking you to? (total kids 7-14, n=1,000) SOURCE : Cartoon Network New Generations Philippines 2009
 Your secret’s safe with me . . .
How much do you trust
these people with your secrets . . ?
A lot A little Not at all Don't know/ N.A.
100% 5
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18 11 19 20 16 19
80% 19 25 31
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Q. How much do you trust the following people with your secrets? (total kids 7-14, n=1,000) SOURCE : Cartoon Network New Generations Philippines 2009
 If you had a Magic Wand . . .
What would you change about yourself . . ?

Better body 11%

Improve height 7%
Improve physical
Fair complexion 7% 37%
appearance
More pretty/handsome 6%

Improve personality
29%
Be kind 14% /character
Be smart 8%
Have self discipline 6%
Nothing 23%

Be a superhero 3% Be someone/
10%
Be a princess 2% something else

Have wealth/
Be rich 6% 8%
fame

Q64. Imagine you have a magic wand and you could change anything about yourself if you wanted to?
What do you think you would change? (Base all kids – 1,000) Source: Cartoon Network New Generations Philippines 2009
 Secret Admissions
Which of these things have you done without
your parents knowing . . ?
Total 7-14 13-14
Pretended to be sick to miss school 14% 23%
Broken a school rule 12% 27%
Watched an PG+ rated TV show or movie 10% 18%
Developed secret language/code with friends 10% 22%
Pretended to be someone else when online 7% 21%
Worn makeup 7%

Visited a website you shouldn't have 6%

Skipped school 6%

Given out your personal details online 5%

Haven’t done any of these
Made a prank phone call 3%
7-8 9-10 11-12 13-14
Kissed a boy/girl 3%
69% 61% 55% 35%
Bought something online 2%
Q68: Which of the following things have you done that your parents don't know about? Base: kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
How Kids Get Their Way
 How Kids Get Their Way
( eventually )
“What do you do when you
want something from your parents
but you think they’ll refuse?”
( prompted )

Strategies Total 7-10 11-14

Strike a deal (e.g. study more, do housework, etc.) 38% 35% 41%
Just keep asking until they agree 23% 19% 28%
Be extra good for a while & then ask them 23% 29% 16%
Get one parent to agree first & convince the other 11% 10% 13%
Throw a tantrum or cry until they agree 5% 7% 3%
Q46: Which if these are you most likely to do when you want something from your parents but you think they will refuse?
Base: All kids – 1,000. Source: Cartoon Network New Generations Philippines 2009
Looking into
the future
 Ambitious Kids
If you could choose only 3 (by the time you’re 30) . . .

Life Goal TOTAL

Have a High Paying Job 65% 61% 69%
Be Happy 47% 44% 51%
Be Rich 44% 44% 44%
Have Lots of Friends 30% 29% 32%
Be Fit & Healthy 29% 29% 28%
Have Traveled Around the World 23% 23% 23%
Have a Fast Car 17% 23% 11%
Be Married 16% 19% 14%
Have Kids 13% 14% 11%
Be Famous 13% 11% 14%

Q67. Imagine when you’re 30 years old. If you could have

achieved only 3 of these things, which would you choose?
Base: All kids7-14 (1,000)
Source: Cartoon Network New Generations Philippines 2009
 Ambitious Kids
If you could choose only 3 (by the time you’re 30) . . .

Metro
Life Goal TOTAL Manila
Cebu Davao

Have a High Paying Job 65% 67% 57% 55%

Be Happy 47% 45% 50% 59%
Be Rich 44% 47% 33% 33%
Have Lots of Friends 30% 31% 27% 29%
Be Fit & Healthy 29% 27% 48% 29%
Have Traveled Around the World 23% 22% 28% 26%
Have a Fast Car 17% 17% 13% 23%
Be Married 16% 16% 16% 21%
Have Kids 13% 13% 12% 12%
Be Famous 13% 13% 10% 13%

Q67. Imagine when you’re 30 years old. If you could have

achieved only 3 of these things, which would you choose?
Base: All kids7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
Kids’ Favourites
 What Kids are Talking About
A shared interest in TV shows

TV Shows 33%
Computer Games 31%
School 15%
TV Shows 27%

Toy Trends 21% Latest songs/

music 11%
Outdoor Games 8%
Toy trends 10%
Sports 8% Crushes/
Boyfriend 10%
School 6%
Social Networking
SOURCE : Cartoon Network New Generations 2009 Philippines.
Sites 8%
Q35: When you chat with your friends, what is the latest trend or craze that you and your friends talk about?
 Difficult Choices
If you had to choose between these two . . .

Sleeping 37%
37% 63%
63% Eating

Meat 50%
50% 50%
50% Vegetables

Study Maths 53%

53% 47%
47% Study English

At the beach 38%

38% 62%
62% At the shopping mall

Bicycle 36%
36% 64%
64% Computer

Watching T V 57%
57% 43%
43% Surfing the Internet

Internet friends 23%

23% 77%
77% Real life friends

Q38. For each of these pairs, please choose the one you prefer. Base: All kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
 Difficult Choices
If you had to choose between these two…

PBA 28%
28% 72%
72% NBA

Angel Locsin 42%

42% 58%
58% Marian Rivera

Talking 66%
66% 34%
34% Texting

Nokia 55%
55% 45%
45% Apple

Facebook 71%
71% 29%
29% Multiply

Twitter 68%
68% 32%
32% Plurk

Tom 25%
25% 75%
75% Jerry

Cartoon Network 69%

69% 31%
31% Nickelodeon

Q. For each of these pairs, please choose the one you prefer. Base: All kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
 Favourite Actor/Actress

Boys Total 7-14 GIRLS

Richard
Richard Gutierrez
Gutierrez 11%
11% Marian Rivera 19% Marian
Marian Rivera
Rivera 29%
29%

Dingdong
Dingdong Dantes
Dantes 9%
9% Richard Gutierrez 6% Sarah
Sarah Geronimo
Geronimo 9%
9%
A. Locsin/ 8%
Marian
Marian Rivera
Rivera 9%
9% Kim
Kim Chiu
Chiu 8%
S. Geronimo 5%
D. Dantes

Richard Guiterrez 11% Angel Locsin 27%

Dennis Trillo 9% 2007 Sarah Geronimo 16%
Angel Locsin / Kim Chiu 9%
Vhong Navarro 6%
Q36. Who is your favorite actor/ actress? Base: kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
 Favourite Sportsperson

BOYS Total GIRLS

Kobe
Kobe Bryant
Bryant 19%
19% Manny Pacquiao 14% Manny
Manny Pacquiao
Pacquiao 14%
14%

Manny
Manny Pacquiao
Pacquiao 14%
14% Kobe Bryant 11% James
James Yap/
Yap/
Kobe
Kobe Bryant/
Bryant/ 3%
Michael Jordan /
Chris
Chris Tiu
Tiu
Lebron
Lebron James
James 10%
10% 5%
Lebron James

Q. Who is your favorite sportsperson? Base: All kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2009
Kids & the Wider World
 The Most Important Thing . . .
. . . happening in the Philippines or the wider world
( prompted list )
Economic Crisis
7-8 9-10 11-12 13-14

% ranked most important

59% 59%
36% 44% 56% 58%
48%
39%
36%
27%
16%
13%

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Q60: Below is the list of things happening in the Philippines or the wider world. Please select the 3 you think are the most important.
Source : Cartoon Network New Generations Philippines 2009
 Who is the President of
the Philippines ? ( unprompted )
Gloria Macapagal Arroyo 89% By Age 97% 98%
91%
69%

7-8 9-10 11-12 13-14

By Area
Metro Manila 90%
Cebu 84%
Davao 84%
Q61: Who is the President of the Philippines? Base: Kids 7-14 (1,000) Source : Cartoon Network New Generations Philippines 2009
 Who is the President
of the USA ? ( unprompted )
By Age 85% 89%
70%

29%

7-8 9-10 11-12 13-14

Barack Obama By Area

Metro Manila 70%
68%
Cebu 61%
Davao 61%
Q62: Who is the President of the USA? Base: Kids 7-14 (1,000) Source : Cartoon Network New Generations Philippines 2009
Summary
In the Home
• Kids living in increasingly digital homes
• One third now have Internet @ home

Kids & Media

• TV the universal daily medium among kids (95%)
• Internet rising up to 2nd (39%)

Kids & the Internet

• 6 in 10 kids are Internet users
• Gaming is king but video is catching up
• Social networking taking off among teens
Summary
Kids & Money
• Recession-proof kids? Pocket money up 17% since 2007
• Collective spending power grew 14%

Blind Ambition?
• Kids seeking career success and wealth . . .
• . . . but also happiness, friends and health

Kids are still kids

• Prefer real life friends to virtual friends
• Would rather talk than text!

Kids of the World

• Want to tackle swine flu and poverty
• And know who has the power to help
Thank You !