Guessing Kids’ Favourites can be dangerous
Announcement posted by Roy Morgan Research 12 Jan 2012
Can you guess the No.1 Favourite Super Hero for girls, who doesn’t even make it into the Top Ten for boys? (This is proof of the early Gender divide.)
For their Young Australians Survey, Roy Morgan Research asks children aged 6-13 to name their Favourite Super Heroes, Cartoons and Computer Games as well as What’s Cool, Favourite Sports, Shopping & Media and their Attitudes about life, leisure and the world.
Marketers considering sponsorship, spot placement or licensing for a campaign might assume that one of the top three favourite Super Heroes for kids would help maximise their appeal to young girls, when in fact their favourite 'Wonder Woman’ eclipses Batman, Superman & Spiderman among girls 6-13.
Kids’ favourites:
| No. | Super Heroes | No. | Cartoons | No. | Computer Games |
| 1 | Batman | 1 | Spongebob Squarepants | 1 | Wii Series |
| 2 | Superman | 2 | The Simpsons* | 2 | Mario/Super Mario |
| 3 | Spiderman | 3 | Bugs Bunny | 3 | Call of Duty Series |
Source: Roy Morgan Young Australians Survey, People aged 6-13, July 2010 – June 2011 n = 3,283. * The Simpsons includes Bart, Homer and Lisa.
John La Rosa, Industry Director - Agencies, Roy Morgan Research, says:
“It’s all too easy for adults to think they know what kids think. When you review robust data about kids’ attitudes, habits, likes and dislikes, it’s often surprising. Sometimes the surprises are unfortunate – like: ‘I admire politicians’ (13%). And some are unexpectedly reassuring – like: ‘My family is the most important thing in my life’ (95%). (And we’re all relieved to discover that it’s not their iPhone!).
“Similarly, advertisers will be pleased to note that 88% of Aussie kids in this age group ‘like funny ads on TV’. But, although this generation seems to have been born to TXT, only 5% say they ‘like to enter competitions using SMS’.
“Marketers without kids (or grand kids) don’t have much of a chance without robust, up-to-date research. And those of us who have kids of our own are likely to make the fatal mistake of thinking our kids are ‘normal’.”
Purchase the latest detailed Roy Morgan Understanding Young Australians Report. This report will provide a thorough understanding of young Australians in terms of attitudes, favourite characters and games, media usage with a focus on the internet, food and drink consumption and mobile phone usage.
Purchase the latest detailedRoy Morgan’s Young Australians Survey – Time Spent with Activities. This report takes a detailed look at the activities which young Australians participate in, such as media usage, sport and homework.
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