2009 Filipino Kids Lifestyle , Cartoons Network Survey

Philippines

Contents

Contents slide ( #2 in New Gen 1. In The Home taiwan )2. Media

Same as New &gen Taiwan text boxes 3. Kids The Internet and animation&to bePhones 4. Kids Mobile added locally5. Money 6. Secret Lives of Kids 7. How kids get their way 8. Looking into the Future 9. Kids Favourites 10 . Kids & the Wider World

Why New Generations? Knowing kids is part of our DNA New Gens is an opportunity to share theseinsights in a fun and informative way

Research BackgroundLarge-scale quantitative study Face-to-face, in-home interviews 1,000 kids 7-14 & 1,000 parents Across 3 centers (Metro Manila, Cebu, Davao) Socio-economic groups A, B, C & D Even split across age and gender Fieldwork: Aug 25th Sept 21st 2009 Conducted by Research Agency Synovate

Sample Proportions (weighted)

Metro Manila 80%

Cebu 10% Davao 10%

Socio-Economic StatusC1, C2 53% AB 9% D 37%

In the Home

Devices in Kids HomesIncreasingly digital homesMobile Phone DVD Player Stereo / CD Player MP3 / MP4 / iPod Computer Digital Camera Cable TV Hand-held Game Game Console Internet Access Webcam DVR LCD/Plasma TV Set16% 11%Source: Cartoon Network New Generations Philippines 2009

97% 85% 74% 52% 47% 42% 41% 38% 34% 32% 27%

Q8: Can you tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000)

Devices in Kids HomesGrowing access to technologyMobile Phone DVD Player MP3/MP4/iPod Computer Digital Camera Hand Held Game Internet Access21% 20% 15% 23% 14% 30% 54% 52% 45% 47% 42% 97% 93% 85% 85% 84%

+16% +12% +24%

2009 2007 2005

42% 34% 38% 38% 32%

+39%

Q8: Can you tell me if you have the following in your home? Base: Parents of kids 7-14 (1,000)

Source: Cartoon Network New Generations Philippines 2005, 2007, 2009

Media

Daily Activities2007 [ 1st ] [ 5th ] [ 3rd ] [ 2nd ] [ 4th ] [ 9th ] [ 6th ] [ 7th ] [ 10th ] [ 8th ]

TV the only universal, daily mediumTotal 7-141) Watch TV 1) Watch TV 2) Use the Internet 2) Use the Internet 3) Listen to music 3) Listen to music 4) Read a [non school] book 4) Read a [non school] book 5) Listen to radio 5) Listen to radio 6) Played hand-held video games 6) Played hand-held video games 7) Played video games [via TV] 7) Played video games [via TV] 8) Read newspaper 8) Read newspaper 9) Read comics 9) Read comics 10) Read magazines 10) Read magazines 95% 95% 39% 39% 35% 35% 25% 25% 22% 22% 17% 17% 15% 15% 9% 9% 9% 9% 8% 8% 95% 95% 45% 45% 34% 34% 19% 19% 22% 22% 23% 23% 23% 23% 9% 9% 10% 10% 6% 6% 96% 96% 33% 33% 35% 35% 32% 32% 23% 23% 11% 11% 8% 8% 9% 9% 8% 8% 9% 9%Source: Cartoon Network New Generations Philippines 2009

Q25. Thinking about yesterday, which of these things did you do? Base: All kids samples (1,000).

Parents TV Choices for KidsIf you could choose just 3 channels for your child to watch . . .ABS CBN GMA ABC 5 Cartoon Network Disney QTV11% 10% 21% 40% 64% 62%

Total

Cartoon Network ABS CBN GMA Disney26% 17% 14% 14% 32%

44% 43%

Cable

Discovery Nickelodeon HBO National Geo 11%

Q14: If you could choose just 3 TV channels for your child to watch, what would they be? Base: All parents of 7-14 (1,000) vs. Cable parents (500)

Source: Cartoon Network New Generations Philippines 2009

Kids Favorite TV ChannelABS CBN ABC 5 Total GMA Cartoon Network Disney6% 26% 15% 14% 10% 5% 12% 20% 22% 25%

Cartoon Network ABS CBN Cable Disney GMA ABC 5

Q29: What is your favorite channel? Base: All kids 7-14 (1,000) vs. cable kids (500).


Kids & the Internet

Internet UsersCOMPUTER Yes 73%

Over 6 in 10 kids are now Internet users% Used in Past 30 Days ( Kids 7-14 )INTERNET Yes 86%Internet Users2003 2005 2007 2009 20% 26% 46% 63%

63% of total kids are Internet users AB : 79% C : 70% D : 49% Boys : 66% Girls : 60% Metro Manila : 64% Cebu : 61% Davao : 52%Source: Cartoon Network New Generations Philippines 2009

Age of using Internet73% 82%

60% 38%

7-8

9-10

11-12

13-14

Q51: Have you used a computer in the past 30 days? (Base:Kids 7-14 (1,000)) Q52: How often do you access the Internet? (Base: Kids 7-14 used computer in past 30 days (722)

Internet Users: FrequencyThree quarters are at least weekly users% Frequency of using Internet24% 19% 16% 15% 33% 36%11%

28%

20% 34% 17% 12%

Less often Once a week Few times a week Daily

19%

16%

31% 36% 32%

34%

26%

32%

38%

21%

27%

22%

Total

Boys

Girls

AB

C

D

Q52: How often do you do you access the Internet? Base: Used computer in past 30 days (Kids 722).


Why use the Internet ? (prompted)Gaming is king but video is catching up . . .Internet applications used82% 61% 48% 55% 41% 32% 26% 22% 19% 12% 8% 9% 6% 73% 61% 63% 55% 50% 42% 27% 19% 21% 15% 12% 9% 10%

Play online games Watch videos Schoolwork / homework Watch videos on You Tube Visit social networking sites Email Instant Messaging Download Music Watch TV shows/movies Build / maintain own web site Listen to radio Posting videos on YouTube Blogging10% 9% 8% 13% 26% 21% 20% 37% 45% 61% 55% 55%

78%

Q53: Which of these things have you used the Internet for in the last month? (Base: Kids accessing Internet in past month - 694)


Why Use the Internet ? (prompted)Use of all applications bar gaming grows with age86%80% 75% 74% 66% 59% 52% 44% 38% 62% 52% 46%

Internet applications used7-8 yrs 9-10 yrs 11-12 yrs 13-14 yrs43% 29% 24% 16%

31%

27%

24%

27% 17%

22% 11%10% 11% 12% 8%

10%

9%

6%

5%

2%

Playing games

Watch Visit social Videos networking on You Tube sites

Email

Instant messaging

Download music

Maintain own website

Post videos on You Tube

Q53: Which of these things have you used the Internet for in the last month? (Base: Kids accessing Internet in past month - 694)


Social Networking (prompted)Facebook follows FriendsterTop 5 SitesBoysFriendster Facebook Multiply MySpace Games 69% 38% 9% 6% 5% Friendster Facebook Multiply MySpace Twitter

Girls82% 42% 11% 8% 6%

Q55: Which of the following social networking or blogging websites do you used regularly? (Base: Kids accessing Internet in past month - 694)


SNS: Public or Private ? (prompted)Who can see your information?Only my friends can see Anyone can see all Anyone can see someManila44% 44%

50% 43% 16%

Cebu38% 38%

Davao35% 35% 44% 44% 41% 41%

Q56: Who can see your information on Facebook, Friendster, Multiply, Myspace, or other social-networking sites that you use? (Base: Kids who use social networking site - 559)


Online Persona (prompted)( compared to how you are in a real life )

Half of kids act differently when onlineIn what ways do you act differently when you are online ? TotalI'm more outgoing and say more I say things I wouldn't say in real life I pretend I'm older I change everything about me I pretend I look different I pretend I'm someone else I flirt more I don't act differently when I'm online

7-109% 7% 6% 3% 3% 3% 3% 59%

11-1419% 20% 10% 10% 7% 8% 4% 49%Source: Cartoon Network New Generations Philippines 2009

15% 15% 8% 7% 6% 6% 4% 53%

Q57: In what ways do you act differently when you are online to the way you are in a real life?? (Base: Kids who access the Internet in past month - 694)

Virtual Friends1 in 3 kids have net friends they havent met in real life 1 in 2 teens 13-14s have virtual friends34% 29%47% 32% 23% 16%

32%

7-14 yrs

7-8 yrs

9-10 yrs

11-12 yrs

13-14 yrs

Q58: Have you ever made a friend over the internet whom you have never met in real life? (Base: Kids who access the Internet in past month - 694)


Gaming

(prompted)

More than half of all kids play mobile and online gamesTypes of games played ( in past month )Total 7-14 yrs Games on a mobile phone Online games (single player) Hand-held games Online games (multi-player) TV console games Games in a games arcade None of the above5% 32% 31% 30%

7-10 59%63% 58% 49%

11-14 Boys 13-14 67% 70% 48% 40% 32% 30% 2% 59% 77% 55% 54% 48% 44% 0%

68%

60% 46% 50% 25% 31% 30% 7%

Q41: In the past month, which of the following types of games have you played? Base: Kids 7-14 (1,000)


Kids & Mobile Phones

Kids & Mobile Phones38% own a mobile phoneAB57% 57%

Kids with own mobile38% 26% 14% 2005 2007 2009

C44% 44%

D25% 25%

% Kids with own mobile phoneGirls Boys 19% 16% 7-8 yrs 32%

( by age & gender )45%

63% 60%

39% 31%

9-10 yrs

11-12 yrs

13-14 yrsSource: Cartoon Network New Generations Philippines 2009

Q.47. Do you have your own cell phone? (Base : Kids 7-14 1,000)

Kids & Mobile Phones84% are mobile phone users More than two thirds are at least weekly users% Frequency of using mobile phoneDaily Daily Few times a week Few times a week Once a week Once a week Less often Less often Never Never 30% 30% 21% 21% 17% 17% 16% 16% 16% 16% 68% 68%

Q.48. How often do you use a cell phone? (Base : Kids 7-14 1,000)


Must-have GadgetsBoysLaptop computer Hand held video games Mobile phone iPod/MP3 music player Books Digital camera TV set 32% 18% 16% 13% 9% 9% 4%

(prompted)

Imagine you are alone on an island and can take only one of these with you

GirlsLaptop computer Mobile phone Digital camera iPod/MP3 music player Books Hand held video games TV set 32% 20% 14% 13% 12% 7% 4%

Q.42. Imagine you are alone on an island for one day and can take only one of these things with you. Which would you take? Base: All Kids 7-14 1,000.


Money

Pocket Money91% parents give pocket moneyPocket Money Trend (PhP)2003 2005 2007 2009 109 145 169 197

Average Weekly Pocket Money [ PhP ]244 169 197 132 144 205 165

2007214 172

2009181

TOTAL

7-10 yrs

11-14yrs

Boys

Girls

Q11. Do you regularly give your child pocket money? (money that can freely spend themselves)? Base: Parents of 7-14 (1,000) Q12. On average, how much per week do you give the child pocket money? Base: Those parents of 7-14 who give child pocket money (913)

Source : Cartoon Network New Generations Philippines 2009

Pocket Money

Average Weekly (PhP.)Cable 239 Non-Cable 171 AB 348 C 219 D 136

PhP 1972007: 169

Boys 214 Girls 181

Manila 205 Davao 177 Cebu 156

Q12. On average, how much per week do you give the child pocket money? Base: Those parents of 7-14 who give child pocket money (913)


Gift Money96%

Almost all kids receive gift money% receiving gift money Annual gift money

PhP 2,130

Annual income of 7-14 year old = PhP 12, 374 (197 x 52 + 2,130)

Q13. How about when your child receives money as a gift during birthdays or Christmas or other occasions in the year? How much gift money would you say your child receives during the year? Base: Parents of 7-14


Kids Spending PowerApprox 3.7 million kids aged 7-14 in Manila, Cebu and Davao (covered in the study)

34.5 billion Total gift money (96% kids): 7.6 billionTotal pocket money (91% kids):

PhP 42 billion per year !!( vs. PhP 37 billion in 2007 )

Source : Cartoon Network New generations Philippines 2009

Secret Lives of Kids

Good Kids ?Which do you do without your parents asking you to . . ?%80 83 79 78 73 76 74 66 46 46 47

43 34

43 33

42 29

36

Q65. Which of the things in the list below do you do, without your parents asking you to? (total kids 7-14, n=1,000)

we ro rb th at m h or ni ng & ni Do gh t m yh om ew Go or k to be do Ge nt to im ut He e of lp be wa d sh on di tim sh e es af te rm ea ls M ak em yb ed Ti dy m yr oo m h te eSOURCE : Cartoon Network New Generations Philippines 2009

/c Br us h Ha ve

om

Br us

as

ho

bh

ai r

Your secrets safe with me . . .How much do you trust these people with your secrets . . ?A lot100% 80% 60% 40% 20% 0% 77 69 5 18 9 19 11 23

A little19 25

Not at all20 27 16 31

Don't know/ N.A.19 25 49

25

31

29

27

30

60

52

52

46

40

38

33

29

M om

de rs

ic e

Te ac he

Gr an

ur

Br ot he r

ig io

Yo

Re l

Yo

Q. How much do you trust the following people with your secrets? (total kids 7-14, n=1,000)

SOURCE : Cartoon Network New Generations Philippines 2009

Sp

or ts co a

dp ar

le a

us

Th ep

s/ S

ur d

Fr ie nd s

er s

oc to r

Da d

en t

is t

ol

ch

s

r

What would you change about yourself . . ?Better body Improve height Fair complexion More pretty/handsome 11% 7% 7% 6%

If you had a Magic Wand . . .Improve physical appearance Improve personality /character37%

Be kind 14% Be smart 8% Have self discipline 6%

29%

Nothing Be someone/ something else Have wealth/ fame

23%

Be a superhero 3% Be a princess 2%

10%

Be rich 6%

8%

Q64. Imagine you have a magic wand and you could change anything about yourself if you wanted to? What do you think you would change? (Base all kids 1,000)


Which of these things have you done without your parents knowing . . ?Total 7-14Pretended to be sick to miss school Broken a school rule Watched an PG+ rated TV show or movie Developed secret language/code with friends Pretended to be someone else when online Worn makeup Visited a website you shouldn't have Skipped school Given out your personal details online Made a prank phone call Kissed a boy/girl Bought something online

Secret Admissions

13-1414% 12% 10% 10% 7% 7%

23% 27% 18% 22% 21%

6% 6% 5% 3% 3% 2%

Havent done any of these7-8 69% 9-10 61% 11-12 55% 13-14 35%

Q68: Which of the following things have you done that your parents don't know about? Base: kids 7-14 (1,000)


How Kids Get Their Way

How Kids Get Their Way( eventually )What do you do when you want something from your parents but you think theyll refuse?( prompted )

StrategiesStrike a deal (e.g. study more, do housework, etc.) Just keep asking until they agree Be extra good for a while & then ask them Get one parent to agree first & convince the other Throw a tantrum or cry until they agreeQ46: Which if these are you most likely to do when you want something from your parents but you think they will refuse? Base: All kids 1,000.

Total 7-10 11-1438% 23% 23% 11% 5% 35% 19% 29% 10% 7% 41% 28% 16% 13% 3%


Looking into the future

If you could choose only 3 (by the time youre 30) . . .Life GoalHave a High Paying Job Be Happy Be Rich Have Lots of Friends Be Fit & Healthy Have Traveled Around the World Have a Fast Car Be Married Have Kids Be Famous

Ambitious Kids

TOTAL65% 47% 44% 30% 29% 23% 17% 16% 13% 13% 61% 44% 44% 29% 29% 23% 23% 19% 14% 11% 69% 51% 44% 32% 28% 23% 11% 14% 11% 14%

Q67. Imagine when youre 30 years old. If you could have achieved only 3 of these things, which would you choose? Base: All kids7-14 (1,000)


Ambitious KidsLife GoalHave a High Paying Job Be Happy Be Rich Have Lots of Friends Be Fit & Healthy Have Traveled Around the World Have a Fast Car Be Married Have Kids Be Famous

If you could choose only 3 (by the time youre 30) . . .TOTAL65% 47% 44% 30% 29% 23% 17% 16% 13% 13%Metro Manila Cebu Davao

67% 45% 47% 31% 27% 22% 17% 16% 13% 13%

57% 50% 33% 27% 48% 28% 13% 16% 12% 10%

55% 59% 33% 29% 29% 26% 23% 21% 12% 13%

Q67. Imagine when youre 30 years old. If you could have achieved only 3 of these things, which would you choose? Base: All kids7-14 (1,000)


Kids Favourites

What Kids are Talking AboutA shared interest in TV showsComputer Games 31% TV Shows 27% Toy Trends 21% Outdoor Games 8% Sports 8% School 6%SOURCE : Cartoon Network New Generations 2009 Philippines.Q35: When you chat with your friends, what is the latest trend or craze that you and your friends talk about?

TV Shows 33% School 15% Latest songs/ music 11% Toy trends 10% Crushes/ Boyfriend 10% Social Networking Sites 8%

Difficult ChoicesSleeping Meat Study Maths At the beach Bicycle Watching T V Internet friends

If you had to choose between these two . . .37% 37% 50% 50% 53% 53% 38% 38% 36% 36% 57% 57% 23% 23% 63% 63% 50% 50% 47% 47% 62% 62% 64% 64% 43% 43% 77% 77%Eating Vegetables Study English At the shopping mall Computer Surfing the Internet Real life friends

Q38. For each of these pairs, please choose the one you prefer. Base: All kids 7-14 (1,000)


Difficult ChoicesIf you had to choose between these twoPBA Angel Locsin Talking Nokia Facebook Twitter Tom Cartoon Network

28% 28% 42% 42% 66% 66% 55% 55% 71% 71% 68% 68% 25% 25% 69% 69%

72% 72% 58% 58% 34% 34% 45% 45% 29% 29% 32% 32% 75% 75% 31% 31%

NBA Marian Rivera Texting Apple Multiply Plurk Jerry NickelodeonSource: Cartoon Network New Generations Philippines 2009

Q. For each of these pairs, please choose the one you prefer. Base: All kids 7-14 (1,000)

Favourite Actor/Actress

BoysRichard Gutierrez Richard Gutierrez Dingdong Dantes Dingdong Dantes Marian Rivera Marian Rivera 11% 11% 9% 9% 9% 9%

Total 7-14Marian Rivera 19% Richard Gutierrez 6%A. Locsin/ S. Geronimo D. Dantes

GIRLSMarian Rivera Marian Rivera Sarah Geronimo Sarah GeronimoKim Chiu Kim Chiu Angel Locsin 27% Sarah Geronimo 16% Kim Chiu 9%Source: Cartoon Network New Generations Philippines 2009

29% 29% 9% 9% 8% 8%

5%

Richard Guiterrez 11% Dennis Trillo 9% Angel Locsin / 6% Vhong NavarroQ36. Who is your favorite actor/ actress? Base: kids 7-14 (1,000)

2007

Favourite Sportsperson

BOYSKobe Bryant Kobe Bryant Manny Pacquiao Manny Pacquiao Lebron James Lebron James 19% 19% 14% 14% 10% 10%

TotalManny Pacquiao 14% Kobe BryantMichael Jordan / Lebron James

GIRLSManny Pacquiao Manny Pacquiao James Yap/ James Yap/ Kobe Bryant/ Kobe Bryant/ Chris Tiu Chris Tiu 14% 14%

11% 5%

3%

Q. Who is your favorite sportsperson? Base: All kids 7-14 (1,000)


Kids & the Wider World

The Most Important Thing . . .. . . happening in the Philippines or the wider world( prompted list )% ranked most important7-8

Economic Crisis59% 59% 48% 39%9-10 11-12 13-14

36%36%

44%

56%

58%

27% 16% 13%

Q60: Below is the list of things happening in the Philippines or the wider world. Please select the 3 you think are the most important. Base: Kids 7-14 (1,000)

Na ris tu is ra lD En is vir as on te rs m en Go ta lI ve ss rn ue m en s tI ns ta bi lit Th y re Te at rr of or Nu is cl m ea rW ea po nsSource : Cartoon Network New Generations Philippines 2009

Vi ru s

Po ve r ty

Sp re ad of H1 N1

Ec on om

ic C

Who is the President of the Philippines ? ( unprompted )Gloria Macapagal Arroyo 89% By Age69% 91% 97% 98%

7-8

9-10

11-12

13-14

By Area Metro Manila Cebu DavaoQ61: Who is the President of the Philippines? Base: Kids 7-14 (1,000)

90% 84% 84%


Who is the President of the USA ? ( unprompted )By Age29% 70% 85% 89%

7-8

9-10

11-12

13-14

Barack Obama 68%

By Area Metro Manila Cebu Davao

70% 61% 61%

Q62: Who is the President of the USA? Base: Kids 7-14 (1,000)


Summary

In the Home

Kids living in increasingly digital homes One third now have Internet @ home

Kids & Media

TV the universal daily medium among kids (95%) Internet rising up to 2nd (39%)

Kids & the Internet

6 in 10 kids are Internet users Gaming is king but video is catching up Social networking taking off among teens

Summary

Kids & MoneyRecession-proof kids? Pocket money up 17% since 2007 Collective spending power grew 14%

Blind Ambition?

Kids seeking career success and wealth . . . . . . but also happiness, friends and health

Kids are still kids

Prefer real life friends to virtual friends Would rather talk than text!

Kids of the World

Want to tackle swine flu and poverty And know who has the power to help

Thank You !

Documents

2009 Filipino Kids Lifestyle , Cartoons Network Survey