Kids Consumer Analysis 2012
More money for the Kids
For the 20. Times the Kids Consumer Analysis (KidsVA) provides a comprehensive overview of the media and consumer behavior of the used 6,04 million children and adolescents aged up 6 13 years in Germany. The representative study is considered the leading study for young audiences in Germany. In addition, since last year, the group of respondents is expanded (4 million =) to the 5- and 1,37-year preschoolers. Here is also the media and consumer behavior in the center through which the parents gave detailed advice.
A look at the media use of children and young people shows that printed and digital content continues to captivate young people. There is hardly a 6 to 13-year-old who does not at least occasionally pick up print products in his free time: a constant 96% (5,8 million) deal with magazines and 91% (5,5 million .) browse through books. Among them, an increasing proportion that indicate leisure activities can even be read frequently. The 46 children's magazines surveyed in KidsVA have a large readership. Overall, these magazines regularly reach 70,6% of all 6 to 13 year olds (=4,26 million). The stories from Duckburg, which can be read in the "Disney Funny Paperback", "Micky Mouse Magazine" and "Donald Duck Special Edition" (all from Ehapa Verlag), are particularly popular. The enthusiasm for football can be seen in "Just Kick-it!" (Panini Verlag) and horse-loving girls reach for "Wendy" (Ehapa Verlag).
Preschoolers are also interested in printed matter.
According to parents, 87% of 4-5 year olds read magazines and 85% read books - that's more than 1,1 million preschoolers each. The 22 children's magazines they asked about - collected via the parents - achieve a total of 59% regular readers (=0,81 million).
Ingo Höhn, Managing Director of Egmont Ehapa Verlag: "The trend in children's magazines and books remains encouraging. Parents recognize the continuing importance of reading. Children's magazines play a major role here, as the more than 5 million regular readers from the age of 4 show."
After years of constant growth, the new media are increasingly showing signs of saturation. For children from the age of 6, the values for computer access stagnate at 80% (4,8 million) and internet use at 74% (4,5 million) at a high level. However, the intensity of use is increasing, especially among children over the age of 10, and almost every second user is now online almost every day. Among the youngest, aged 4 and 5, almost a quarter (23%) have computer experience and 14% know their way around the internet.
For the first time, questions were also asked about the new generation of mobile devices. If children have their own mobile phone (3,2 million), 17% have a smartphone. If the parents own a smartphone, another 43% of the children are allowed to use the device occasionally. Tablet PCs, on the other hand, are currently far less common among children. Hardly any 6 to 13-year-olds own their own tablet (1%) and the distribution in households is just as low at 10% (0,6 million).
Ralf Bauer, Head of Market and Media Research at Egmont Ehapa Verlag: "Children want to have the latest technical devices as quickly as possible. But with mobile phones in particular, and currently with smartphones, it is clear that parents are not immediately willing to give in to their children's wishes. It will be better occasionally loaned the parental smartphone to the child to try it out and pass the time."
While online games are becoming available everywhere thanks to the new mobile devices, ownership of handheld devices has fallen to 68% (4,1 million) for the first time. On the other hand, the possession of game consoles, which are in 4,2 million households (69%) and mostly bring gaming fun to the whole family, remains constant. In addition, classic toys can still be found in large numbers in children's rooms and are particularly popular with younger children.
A look at the finances shows that parents are currently able to spend more on their children again - spending on clothing, toys and mobile phones is increasing and the offspring receive more pocket money. The 6- to 13-year-olds receive an average of 27,18 euros per month. This is an increase of almost 10% compared to the previous year and means a new high for pocket money. There was also more money for birthdays, Christmas and Easter. All in all, the monetary gifts add up to 210 euros a year, which means an increase of 13 euros compared to the previous year. Likewise, preschoolers don't go away empty-handed on the holidays and their birthday. With them, the monetary gifts add up to 167 euros a year. More than half of the 4- to 5-year-olds (59%) also receive an initial pocket money. They receive EUR 14,26 per month, earning an average of EUR 2 more than last year. The money ends up in the piggy bank, on the savings book or is primarily spent on sweets, magazines, eating and drinking on the go and toys.
With a total of 2012 interviews, KidsVA 2.032 is representative of 7,4 million German-speaking children between the ages of 4 and 13. The KidsVA is used for marketing and advertising planning for young target groups and provides a wealth of data for a wide variety of research interests.
The electronic report on the KidsVA 2012 with all the results and the methodological bases can be ordered at www.egmont-mediasolutions.de for a nominal fee of 169 euros plus VAT.
Source: Berlin [Egmont Ehapa Verlag]
