Study: Asia-Pacific kids are active, independent spenders

A new report from kid-safe digital ad and content platform TotallyAwesome reveals that APAC kids regularly receive significant cash to spend as they choose.
June 28, 2017

In tracking pocket money patterns of kids ages six to 14 across Thailand, Indonesia, Malaysia, Australia, Singapore, Vietnam and Philippines for its 2017 APAC Kids’ Digital Research report, TotallyAwesome has found that 45% of kids have bought an item they saw online with their own money.

Regionally, more than 70% of kids in Thailand, 65% in Indonesia, and more than half in Malaysia are most likely to receive pocket money daily, especially between the ages of nine and 11.

Australian kids, meanwhile, normally get pocket money once a week and receive the highest monthly amount at US$131 on average. Singaporean kids place second nabbing US$109 on average, while kids in Vietnam get the lowest average monthly payout at US$33.

On special occasions such as birthdays, however, kids across Philippines, Singapore, Vietnam and Australia are given larger amounts that increase with age. Six- to eight-year-olds receive an average of US$28, nine- to 11-year-olds get US$30, and kids ages 12 to 14 receive US$34.

As for their favorite items to purchase, snacks, drinks, toys and confectionery are kids’ top-four preferences, respectively. Snacks is the leading category across all markets, and Thai kids lead the pack with 80% shelling out for yummy treats. Toys are the most popular in Australia, Indonesia, Philippines and Vietnam. Kids in Thailand, Indonesia and Malaysia are fond of confectionery.

In assessing the overall pocket money trends, the report concludes that brands need to choose platforms that create and offer safe, respectful spaces where impressionable kids can receive appropriate messaging for their age and experience.

The report follows TotallyAwesome research from March that found that online advertising becomes more important as kids age. Headquartered in Singapore with offices in Indonesia, Malaysia, Thailand, Vietnam and Australia, SuperAwesome-owned TotallyAwesome currently reaches more than 100 million monthly active users across desktop, mobile and online video.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at



Brand Menu