Philippines

Technology

Shopping Money

Kids 7-14

Toys & Games

 Contents Access to
Technology
Leisure
Activities Media
Consumption

Gaming
Mobile Phones

What Are Kids The

Talking About? Environment

Kids 2.0
Shopping Toys
 L IPPINE S 20 07
NG PHI
9 Kids 7-14 + Parents (n=1,000)
9 Mothers of kids 4-6 (n=200)
9 Face-to-Face in-home interviews
9 Manila + Cebu + Davao
9 4 w/e October 19th
9 Conducted by Synovate
Sample
Proportions
( Weighted )
City Breakdown
Cebu
10%

Manila Davao
84% 6%

Socio-Economic Cable TV
Status Penetration
C Cable TV
43% 39%
D FTA TV only
53% 61%
AB
4%
Kids Access to
Technology
 Devices at Home
(Prompted List)
Cell phones outstripping landlines 2:1
TV Set 100%
Cell Phone 93%
DVD Player / CD Player / Stereo 84%
Landline Phone 46%
Computer (desktop or laptop) 42%
Cable TV connection 39%
Video Game Console 38%
Hand-held Video Game 38%
MP3 Player / iPod (music) 37%
Digital Camera 34%
Internet Access 23%
MP4 Player / Video iPod 17%
LCD / Plasma TV Set 9%
Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Devices at Home
(Prompted List)
4 in 10 with computer; quarter with Internet
TV Set 100%
Cell Phone 93%
DVD Player / CD Player / Stereo 84%
Landline Phone 46%
Computer (desktop or laptop) 42%
Cable TV connection 39%
Video Game Console 38%
Hand-held Video Game 38%
MP3 Player / iPod (music) 37%
Digital Camera 34%
Internet Access 23%
MP4 Player / Video iPod 17%
LCD / Plasma TV Set 9%
Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Devices at Home
(Prompted List)
51% have game console or hand-held game system
TV Set 100%
Cell Phone 93%
DVD Player / CD Player / Stereo 84%
Landline Phone 46%
Computer (desktop or laptop) 42%
Cable TV connection 39%
Video Game Console 38%
Hand-held Video Game 38%
MP3 Player / iPod (music) 37%
Digital Camera 34%
Internet Access 23%
MP4 Player / Video iPod 17%
LCD / Plasma TV Set 9%
Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Devices at Home
(Prompted List)
41% have either MP3 or MP4 player
TV Set 100%
Cell Phone 93%
DVD Player / CD Player / Stereo 84%
Landline Phone 46%
Computer (desktop or laptop) 42%
Cable TV connection 39%
Video Game Console 38%
Hand-held Video Game 38%
MP3 Player / iPod (music) 37%
Digital Camera 34%
Internet Access 23%
MP4 Player / Video iPod 17%
LCD / Plasma TV Set 9%
Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Devices at Home (Cable vs. Non-Cable)
(Prompted List)

Greater access to all technologies in cable TV homes

DVD Player 90%

81%
Computer 54%
34%
Hand-held 51%
Video Game 30%
Video Game Console 49%
32%
MP3 Player / iPod 49%
30% Cable Homes
47% Non-Cable Homes
Digital Camera
26%
Internet Access 34%
15%
Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Devices at Home : 2007 vs 2005
(Prompted List)

Phenomenal growth in access to digital technologies

84%
DVD Player +56% 54%
42%
Computer +40% 30%
Hand-held 38%
Video Game +90% 20% 2007
37%
2005
MP3 Player / iPod +164% 14%
34%
Digital Camera +62% 21%
23%
Internet Access +53% 15%

Q: Can you please tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007 & 2005
 Technology in Kids’ Rooms (2007 vs. 2005)
(Prompted List)

30%
18%
23% 9% 13%
6%

13% 12% 2005 2007

10% 9%
7% 6%
5%
4% 3% 4% 3%
2%
1% 1%

TV Set Hand-held DVD Cable TV Video MP3 Player Computer Internet

Video Game Player Game / iPod Access
Console

Q: Does your child have any of these items in his/her room? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007 & 2005
Mobile
Phones
 Technology: Mobile Phones %
% Kids
Kids with
with own
own Mobile
Mobile Phone
Phone
26% of kids 7-14 have their own mobile phone 34%
26%
29% girls, 23% boys 21%

Davao Metro Cebu

% Kids with own Mobile Phone ( by age & gender ) Manila

50%
Girls
36%
Boys 27% 43%

27%
4% 7%
16%
2% 6%
4-6 yrs 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs
Q. Does your child have his/her cell phone? [MA] Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Technology: Mobile Phones ( 2007 vs. 2005 )
% Kids with own Mobile Phone 60%+ growth in ownership
34% 34% among kids in past 2 years !
26%
21% 21%
18%
16%
12%
6% 7%

Metro Manila Cebu Davao Cable Non-Cable

67%
2005 2006
46%
41%
34% 31%
26%
22% 21%
16% 18%
9% 8% 6% 11%

AB C D 7-8 9-10 11-12 13-14

Q. Does your child have his/her cell phone? [MA] Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007 & 2005
Media
Consumption
 Media Consumption
(Prompted List)

TV is the number 1 media choice for kids #1

96% % watching / listening / reading/ using yesterday

30%
18%
11% 9%
1%

Television Radio Internet Newspaper Magazines Cinema

Q. Which of these things did you do yesterday? [MA] Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Media Consumption
% consuming ‘yesterday’ by age
Television
95% 97% 96% 94% 96%
Radio 44%
31% 28%
16% 19%

4-6 7-8 9-10 11-12 13-14 4-6 7-8 9-10 11-12 13-14

Internet
37% Magazines 16%
23%
9%
10% 5% 4%
3% 4% 2%

4-6 7-8 9-10 11-12 13-14 4-6 7-8 9-10 11-12 13-14

Q. Which of these things did you do yesterday? Base: Kids 7-14 (1,000) + Mothers of kids 4-6 (200) Source: Cartoon Network New Generations Philippines 2007
 Media Consumption: Boys vs Girls
(Prompted List)

Girls are greater consumers of radio & magazines

96%
% watching / listening / reading / playing / using yesterday
95%
Boys Girls

34%
26%
21%
15%
11% 12% 11%
6%
0% 1%

Television Radio Internet Newspapers Magazines Cinema

Q. Which of these things did you do yesterday? Base: Boys Kids 7-14 (503), girls 7-14 (497) Source: Cartoon Network New Generations Philippines 2007
 Rules & Regulations: TV, Internet

77% “Doyou
“Do youhave
haveany
anyrules
rulesabout
abouthow
howyour
yourchild
child 23%
77% watches
watchesTV
TVor
oruses
usesthe
theInternet
Internetat
athome?”
home?” 23%
85% among parents of kids 7-8
66% among parents of kids 13-14

When ? What ?
( amount of time / time of day ) ( programs / sites )

Television : 95%
95% 77%
77%

( base: those with

Internet at home ) Internet : 66%
66% 59%
59%

Base: Parents of kids 7-14 (1,000)

Base Q. Do you have any rules about how your child watches TV or uses the Internet in your household? Source: Cartoon Network New Generations Philippines 2007
Other
Leisure Activities
 How do they fit all this into their day?
(Prompted List)

Which of these did you do yesterday?

Watch TV 96% Use the internet 18%

Read books 54%

Play games on 18%
(excluding textbooks) internet

Play with toys 46% Watch 15%

videos/VCDs/DVDs

Listen to music 34%

Play video games 13%
(via TV)

Listen to radio 30% Read newspaper 11%

Media
Sending SMS via 20% 9%
mobile phone Read magazines Other
Activities
20%
Play hand-held 8%
Play sports video games

Q. Which of these things did you do yesterday? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Activity enjoyed the most
(Prompted List)

Which of these did you enjoy the most?

Watch
Watch TV 33% 3%
videos/VCDs/DVDs
Send SMS via
Play with toys 13% 3%
mobile phone
Read books 12% Play hand-held 2%
(excluding textbooks) video games

Play sport 11%

Listen to music 2%

Play games on
7% Listen to radio 1%
internet Media

Use the internet 6% Speak to someone 1%

via cell phone Other
Activities
Play video games
4% Playing outside 1%
(via TV)

Q. Among yesterday’s activities, which one did you enjoy most? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Other Leisure Activities: Boys vs Girls
(Prompted List)

Girls are booklovers and twice as likely to text

Toys, sports and gaming for boys
62%
% watching / reading / playing yesterday
51%
46%
42%

35%
32%
28%
26%
20%
15% 15%
13% 12% 12%
6% 5%

Books Toys Music SMS Sports Video/ Video Hand-held

VCD/DVD games Video
(via TV) Games
Q. Which of these things did you do yesterday? Base: Boys Kids 7-14 (503), girls 7-14 (497) Source: Cartoon Network New Generations Philippines 2007
Kids 2.0
 Computer Use
Used a Computer in Past 30 Days
( Kids 7-14 )

No Yes
30% 70%
Total : 70%
AB : 91%
C : 75%
Up from 45% in 2005 D : 63%
Cable : 77%
85% Non-Cable : 65%
79%
71%
Boys : 76%
38%
45% Girls : 63%
Manila : 70%
Cebu : 67%
4-6 yrs 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs
Davao : 61%
Q: Have you / has your child used a computer within the past 30 days? Base: Total kids 7-14 (1,000) + Mothers of kids 4-6 (200) Source: Cartoon Network New Generations Philippines 2007
 Internet Use ( Base: Computer Users )
% Used in Past 30 Days ( Kids 7-14 )
COMPUTER INTERNET 46% of total kids are Internet users
Up from 26% in 2005

Yes Yes Total : 65%

70% 65%
AB : 71%
C : 66%
D : 64%
84%
75% Cable : 68%
50% Non-Cable : 63%
29% 39%

4-6 yrs 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs Boys : 64%
Girls : 66%
Frequency: Daily Once / Week Manila : 65%
21% 38% 25% 17% Cebu : 60%
Davao : 74%
Few Times / Week Less Often
Q: Have you used the Internet within the past 30 days? Base: Kids 7-14 used computer (696) Source: Cartoon Network New Generations Philippines 2007
 Kids 2.0: Online Activities
Base: Used Internet How often do you do the following?
in Past 30 Days ( 46% )
Today / In past Longer Never
yesterday 7 days ago Incidence
Played online game 42% 31% 18% 9% 91%
Visited video web site 27% 24% 20% 28% 72%
Played multi-player online game 26% 20% 22% 32% 68%
Made or updated homepage 24% 25% 27% 24% 76%
Sent or received e-mail 21% 22% 18% 39% 61%
Downloaded music 19% 19% 20% 42% 58%
Used Instant Messenger 19% 16% 20% 44% 56%
Spoken to someone online 15% 13% 15% 56% 44%
Posted pictures/videos to share 14% 13% 23% 50% 50%
Downloaded video 11% 13% 22% 53% 47%
Visited someone else’s blog 10% 18% 16% 56% 44%
Written own blog 9% 12% 20% 59% 41%
Q: Here is a list of things that people do on the Internet. When did you last do each of them? Base: Internet users (454) Source: Cartoon Network New Generations Philippines 2007
 Virtual Worlds – Virtual Friends
“Ever made a friend on the Internet who you’ve never met in real life ?”
% Agreeing by Age 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

31% Yes 1% 16% 31% 46%

“I enjoy posting and sharing stuff on the Internet via blogs, homepages etc

% Agreeing by Age 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

27% Agree 10% 21% 32% 48%

“Without e-mail, instant messaging or texting, it would be difficult to stay in touch

with my friends.”
% Agreeing by Age 7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs

34% Agree 23% 28% 35% 52%

Q: Have you ever made a friend over the internet whom you have never met in real life?
Q: How much do you agree/disagree with these statements? Base: All Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
Toys & Games
 Toys & Games: Favourite Type (prompted)

Favourite Type of Toy Girls

Boys Dolls 54%

Video/ Computer Games 35% Video/ Computer Games 15%

Electronic Toys 19% Make-up or dress-up 5%

Bicycle 15% Soft Toys 5%

Toy Cars/ Trucks 8% Bicycle 4%

Guns and Blasters 5%

Q. What is your favourite type of toy? . Base: Boys 7-14 (503), Girls: 7-14 (497). Source: Cartoon Network New Generations Philippines 2007
 Gaming: By Type
92% played games in the past month

Game types played in past month

Games on mobile phone 70%

Hand-held games 52%

TV console games 45%

Games on Internet (single player) 45%

Games arcade 30%

Games on Internet (multiple players 24%

None of the above 8%

Source: Cartoon Network New Generations Philippines 2007.

Q: In the past month, which of the following types of games have you played? Base: All Kids (1,000), Boys 11-14 (245)
 Gaming: By Type & Age
% playing in past month
72% 79% 55% 52%
70% 49% 50%
57% 60% 37%

Mobile Phone Hand-Held

4-6 7-8 9-10 11-12 13-14 4-6 7-8 9-10 11-12 13-14
49% 50% 45%
38%
32%

Console
4-6 7-8 9-10 11-12 13-14
Internet 64%
(Single Player) 51% Internet
41% 32% 35%
(Multi Player)
27%
19%
14% 11%
4%

4-6 7-8 9-10 11-12 13-14 4-6 7-8 9-10 11-12 13-14
Q. Which of these things did you do yesterday? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
Pocket
Money
 Pocket Money
9 in 10 parents give pocket money
Similar incdence across age, gender, SEC, location
Except kids aged 4-6 ( 46% receive pocket money )

92% parents give pocket money on a daily basis

% Parents giving kids (7-14) Ave. Weekly Pocket Money ( Pesos )

pocket money No
6% PHP 169
245
165
139
Yes 125
116
94%

4-6 7-8 9-10 11-12 13-14

Q: Do you or other household members regularly give your child pocket money? Base: All Parents (1,000)
Q: How often does your child receive pocket money?Base: Parents who give child pocket money (944)
Q: On average how much pocket money does your child receive per week? Base: Parents who give pocket money (944) Source: Cartoon Network New Generations Philippines 2007
 Pocket Money
AB kids receive more than twice
as much pocket money as CD kids
Average Weekly
Pocket Money
Cable 188
AB 348
Non-Cable 156
C 186
D 142
PHP 169 Girls 172 Manila 175
Boys 165 Cebu 125
Davao 151

Q: On average how much pocket money does your child receive per week? Base: Parents who give pocket money (944) Source: Cartoon Network New Generations Philippines 2007
 Gift Money
98% of kids receive gift money during the year!
Average annual gift money

PHP 1,800

Annual Income (PHP)

= 169 x 52 weeks + 1,800
(pocket money) (gift money)

= 10,588

Q: On average how much pocket money does your child receive per week? Base: Parents who give pocket money (944)
Q: How much gift money would you say your child receives for birthday, Christmas etc. during the year? Base: All parents (1,000) Source: Cartoon Network New Generations Philippines 2007
 Spending Power
Approx 3.7 million kids (aged 7-14)
in Manila + Cebu + Davao*

Total pocket money received (94% of kids) = PHP 30.6 billion !

Total gift money received (98% of kids) = PHP 6.5 billion

PHP 37 billion per year !!

*Manila + Central Visayas + Southern Mindanao

Shopping
 Malling : Frequency
99% of parents visit malls with their kids
Over a quarter visit at least weekly, rising to over half of ABs

% visiting at least weekly

Frequency of visiting
shopping mall with child Total : 27%

Less often Once a week AB : 54%

or more C : 36%
22% 27% D : 18%
Cable : 34%
Non-Cable : 22%
29% 22%
Boys : 25%
2-3 times Girls : 29%
Once a
month a month Manila : 26%
Cebu : 34%
Davao : 32%
Q: How frequently do you visit shopping malls with your child? Base: Parents of kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
Kidspeak
 Kidspeak “What are the latest words/phrases that you use
when talking to your friends?”
( Open Ended )
“Duh”
“Epal”
“Pasaway”
“G Words” “ Pag Sure Oy”
“Joke Joke”
“Yaks”
(M+C+D)
“ Pag Cheers Oy”
“Tambling
Ko Ron”
“ Korekoreok”
“Cheers”
“Charing”
(M+C+D)
“ Bai”
“ Eewww” “ Char” (C+D)

(C+D)
(C+D)

Q: What are the latest words/phrases that you use when talking to your friends? Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
Latest Trends / Crazes
 Latest Craze (Grouped)
BOYS GIRLS
Toys 20% Toys 12%
Cartoons 11% Clothes/Shoes 9%
Online Games 9% Cartoons 9%
Music 6% TV Series 8%
Clothes/Shoes 6% Music 6%
Other Games 5%
Online Games 5%
TV Series 5%
People/Celebrities 5%
Movies 4%
Other Games 4%
*Gadgets 2%
Movies 4%
People/Celebrities 2%
*Gadgets 4%
Basketball 2%
School 4%
Events 1%
*Personal electronic gadgets Events 2% ( none: 39% )
( none: 36% ) School 1% (e.g. mobile phones, MP3, MP4 players, iPods)

Q: What is the latest trend or craze that you talk about with your friends? (Open-Ended) Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Favourite Celebrity
(open ended)

BOYS GIRLS
Richard Gutierrez 11% Angel Locsin 27%
Dennis Trillo 9% Sarah Geronimo 16%
Angel Locsin / Vhong Navarro 6% Kim Chiu 9%
Robin Padilla / Piolo Pascual 5% Marianne Rivera 4%
Sarah Geronimo / Mark Herras 3% Jennylyn Mercado /
Vanessa Hudgens
3%
[No Answer / Don’t Know: 13%)
[No Answer / Don’t Know: 4%)
Q: Who is your favorite celebrity or famous person? (OPEN ENDED). Base: All Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
 Difficult Choices ?
“Foreach
“For eachof
ofthese
thesepairs,
pairs,please
pleasechoose
choosethe
theone
oneyou
youprefer…”
prefer…”

ACTION FIGURES 23%

23% or 77%
77% VIDEO GAMES ?

90% BADMINTON 56%

56% or 43%
43% BASKETBALL ? 76%

69% NBA 58%

58% or 41%
41% PBA ? 50%

53% LEBRON JAMES 41%

41% or 58%
58% JAMES YAP ? 69%

ANGEL LOCSIN 81%

81%or 19%
19% JUDY ANN SANTOS ?

Q: For each of these pairs, please choose the one you prefer…” Base: Kids 7-14 (1,000) Source: Cartoon Network New Generations Philippines 2007
The Environment
 The Environment: Attitudes
“Globalwarming
“Global warmingis
isan
anissue/something
issue/somethingthat
thatconcerns
concernsme”
me”
Strongly
Strongly//
Kids 68%
68% Somewhat
SomewhatAgree
Agree
76%
76% Parents
14%
14% Neither
Neither 14%
14%

Somewhat
Somewhat//
18%
18% 10%
10%
Strongly
StronglyDisagree
Disagree

“Iprefer
“I prefermy
myparents
parentsto
tobuy
buy “I’mwilling
“I’m willingto topay
paymore
morefor
forsomething
something
environmentally
environmentallyfriendly
friendlyproducts”
products” ififit’s
it’senvironmentally
environmentallysafe”
safe”
Strongly
Strongly//
95%
95% 80%
80%
Somewhat
SomewhatAgree
Agree
3%
3% Neither
Neither 15%
15%

Somewhat
Somewhat//
2%
2% 5%
5%
Strongly
StronglyDisagree
Disagree
Base: Kids 7-14 (1,000) + Parents of kids 7-14 (1,000)
Q: How much do you agree or disagree with the following statements? (5 Point Scale) Source: Cartoon Network New Generations Philippines 2007
Summary
Summary
Rapid growth in access to technology
Hand-held game system +90% vs. 2005; Internet access +53%
26% with own mobile phone (+60%)

Enduring appeal of television

96% watched TV ‘yesterday’; Watching TV is favourite leisure activity
Cartoon Network chosen as favourite channel by kids in cable homes

Kids 2.0 – the influence of the Internet

46% of kids are Internet users
Gaming is #1 application
Majority (76%) of users have own homepage
Many kids now rely on Internet (+ mobile phones) to keep in touch with friends
Summary
The power to spend
37 billion Pesos received by kids across a year
99% visit shopping malls ( 27% at least weekly )

What’s hot?
Toys, cartoons, online games (boys), clothes/shoes (girls)

The bigger picture

Kids care about the environment too!
68% of kids concerned about global warming
Vast majority of kids/parents prepared to take positive action