While there has been a 33% rise in Australian kids watching and posting online videos, Turner Asia Pacific’s latest New Generations study puts TV as the most influential media consumption activity among kids down under.
The new study, which examined the trends and media habits of 1,000 Australian kids ages four to 14 and their parents, reveals 92% of children watched TV in the last month (mostly cartoons), representing an 8% increase compared to last year.
It also shows TV as being more effective than social media when it comes to reaching children through advertising. In fact, twice as many children are aware of ads on TV versus social media, twice as many kids find TV ads funnier than ones on social media and 58% of parents chose TV as the most influential ad platform for kids.
Looking at online and social media habits, 86% of kids went online in the past month (up 12%), with Facebook remaining the number one platform.
But children are spending more time on Snapchat, and nearly a third of Snapchat users spend up to an hour and a half on the platform every day, versus only a quarter of Facebook users.
Australian parents still have child safety concerns with YouTube and Facebook, thus ranking kids TV channels as the most trusted source of media.
As for kids’ spending power, the survey finds that kids’ pocket money( including gift money) is up 7% to US$1.4 billion annually compared to last year. Not surprisingly, 56% of parents believe their children’s ability to save money was their second biggest concern (behind buying property) in relation to their tot’s financial future.