Kids in Southeast Asia have greater online access through mobile and tablet devices than ever before, but television remains the most popular media, according to a study by Turner Asia Pacific.
Results of the New Generations survey, which the media company sponsored, show that affluent boys and girls, aged 4-14, are increasingly taking control when it comes to how they access the Internet and asserting influence on household purchases.
The study evaluated more than 1,500 online responses from child-and-parent pairs from affluent households in Manila, Singapore and Jakarta.
A multiscreen content experience continues to be key in the world of the junior consumer. TV continues to be a lead medium for the surveyed kids (92% watched TV in the last month) followed very closely by digital platforms (89%).
Kids are continuing to watch TV alongside their parents with seven in 10 regularly viewing movies, cartoons and comedy programs together most weeks.
“The majority of kids spend time co-viewing with the household purchasing decision maker, which means TV is still the most effective advertising medium for reaching them,” said David Webb, director of research and planning at Turner International Asia Pacific.
Of the households surveyed, 94% now have a smartphone with 76% of kids having access to or have their own device.
Kids are now using apps more often than the Internet, with 86% using an app at least weekly, accessing at least five apps per month, and spending 34% more time on apps compared with a year ago.