A study commissioned by cable television channel Cartoon Network showed that although most Filipino children prefer watching television, an increasing number of them are also accessing the Internet.
Sixty-three percent of children aged 7 to 14 years old regularly use the Internet, showing an almost 40 percent increase in online access since 2003. The respondents said that they usually go online to play games and watch videos, while they also use the web to access information for school requirements.
Forty-three percent of pre-teens also use the Internet for instant messaging, a significant departure from the 27 percent of 11-12 year-olds who use the feature.
With the increase in access to the Internet comes great concern. According to Duncan Morris, vice president for research and market development of Turner International Asia Pacific Ltd., parents usually set ground rules for their children regarding web access. Controlling the amount of time spent online, specifying days when kids can use the Internet and choosing the appropriate sites are some of the ways parents use to ensure their kids’ safety.
"Sometimes, children themselves tell us that they can not go on sites that show violence," Morris added.
It also appears that Filipino children have not felt the economic crisis faced by the rest of the world. The survey revealed that the combined spending power of kids in Metro Manila, Cebu, and Davao has risen to some PhP 42 billion, up from PhP 37 billion when the study was last conducted two years ago.
According to Mr. Morris, "The vast majority, about 91 percent, of Pinoy kids receive pocket money, which compares favorably with kids in other countries such as Japan, with only 49 perent of kids receiving pocket money; Australia, with only 59 percent; and India with only 41 percent."
Filipino children receive an average of PhP 197 in weekly pocket money, up from PhP 169 two years ago. Kids 11 to 14 years old receive PhP 244, while those from the AB segment get as much as PhP 348.
Children from Manila receive an average PhP 205 weekly while kids from Davao get PhP 177. Cebuano children get an average of PhP 156.
Aside from pocket money, children also get 'gift money' during their birthdays and Christmas. Mr. Morris said 96 percent of those surveyed receive gift money averaging PhP 2,130 per year, which brings the 'annual income' of a typical Filipino child to PhP 12,374.
"Combining pocket money with gift money, and extrapolating this to the kids’ population of about 3.7 million across the surveyed cities, Pinoy kids collectively have PhP 42 billion spending money per year," Mr. Morris said.
"Marketers should be aware that kids are not only primary consumers anymore," he said. "They just don’t spend their money on snacks."
"Filipino children are increasingly becoming secondary consumers, as they greatly influence their parents on what to buy, from computers, to cars, and other gadgets. As the survey reveals, kids as young as seven have well-established views on everything," he added.
The New Generations Study 2009, which was conducted from August 25 to September 21 this year, used in-home face-to-face interviews of 1,000 children aged seven to 14 from the A to D socioeconomic classes. Eighty percent were from Manila and 10 percent each came from Cebu and Davao.
The survey was conducted by Synovate Philippines. Similar localized surveys were also commissioned by Cartoon Network in Japan, India, Australia, Taiwan, and Singapore.
Sixty-three percent of children aged 7 to 14 years old regularly use the Internet, showing an almost 40 percent increase in online access since 2003. The respondents said that they usually go online to play games and watch videos, while they also use the web to access information for school requirements.
Forty-three percent of pre-teens also use the Internet for instant messaging, a significant departure from the 27 percent of 11-12 year-olds who use the feature.
With the increase in access to the Internet comes great concern. According to Duncan Morris, vice president for research and market development of Turner International Asia Pacific Ltd., parents usually set ground rules for their children regarding web access. Controlling the amount of time spent online, specifying days when kids can use the Internet and choosing the appropriate sites are some of the ways parents use to ensure their kids’ safety.
"Sometimes, children themselves tell us that they can not go on sites that show violence," Morris added.
It also appears that Filipino children have not felt the economic crisis faced by the rest of the world. The survey revealed that the combined spending power of kids in Metro Manila, Cebu, and Davao has risen to some PhP 42 billion, up from PhP 37 billion when the study was last conducted two years ago.
According to Mr. Morris, "The vast majority, about 91 percent, of Pinoy kids receive pocket money, which compares favorably with kids in other countries such as Japan, with only 49 perent of kids receiving pocket money; Australia, with only 59 percent; and India with only 41 percent."
Filipino children receive an average of PhP 197 in weekly pocket money, up from PhP 169 two years ago. Kids 11 to 14 years old receive PhP 244, while those from the AB segment get as much as PhP 348.
Children from Manila receive an average PhP 205 weekly while kids from Davao get PhP 177. Cebuano children get an average of PhP 156.
Aside from pocket money, children also get 'gift money' during their birthdays and Christmas. Mr. Morris said 96 percent of those surveyed receive gift money averaging PhP 2,130 per year, which brings the 'annual income' of a typical Filipino child to PhP 12,374.
"Combining pocket money with gift money, and extrapolating this to the kids’ population of about 3.7 million across the surveyed cities, Pinoy kids collectively have PhP 42 billion spending money per year," Mr. Morris said.
"Marketers should be aware that kids are not only primary consumers anymore," he said. "They just don’t spend their money on snacks."
"Filipino children are increasingly becoming secondary consumers, as they greatly influence their parents on what to buy, from computers, to cars, and other gadgets. As the survey reveals, kids as young as seven have well-established views on everything," he added.
The New Generations Study 2009, which was conducted from August 25 to September 21 this year, used in-home face-to-face interviews of 1,000 children aged seven to 14 from the A to D socioeconomic classes. Eighty percent were from Manila and 10 percent each came from Cebu and Davao.
The survey was conducted by Synovate Philippines. Similar localized surveys were also commissioned by Cartoon Network in Japan, India, Australia, Taiwan, and Singapore.
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wow kids nowadays learn to use computer and internet at a very young age. My four year old son loves playing games from the net also. He knows how to choose the game. but I still guide him
Most marketing firms may have to rethink some of their strategies and target this new segment of big spenders.
wow nice information, how about to making money? can u teach me