Cartoon Network survey shows Asian kids' likes, dislikes

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HONG KONG -- Turner Broadcasting's Cartoon Network has released the topline results of New GenerAsians, a new study that tracks a variety of issues including kids' activities, aspirations, clothes, entertainment, fashion, food, drink, games, money, school and toys. It also surveyed "pester power", which focuses on how much children believe they influence parents' purchasing decisions.

New GenerAsians was conducted by AC Nielsen and covered 5,700 children between the ages of 7 and 18 across 18 cities in 12 Asia-Pacific countries. The results were collected via face-to-face interviews in March and April of this year.

Anthony Dobson, director of research for TNT & Cartoon Network Asia Pacific, says kids are "not well understood" in this region, particularly when it comes to pester power.

According to the data, kids have significant influence on their parents when it comes to buying home computers (40%), toothpaste (30%), breakfast cereals (43%), fruit juice (60%), and biscuits/cookies (48%).

Other results show that Coca-Cola is the favorite drink in 11 of the 12 markets in the survey (Pepsi led in Thailand). McDonald's is the favorite restaurant in seven markets. Gameboy is the favorite game (32%), followed by Nintendo (27%).

The "latest things" are body piercing (Australia), computing (China), electronic games (Hong Kong), jeans (India), stretch shorts (Indonesia), and in Japan electronic games and yo-yo's.

Hong Kong kids receive the most pocket money at $14.5 per week, followed by Singapore ($13.5), Australia ($11.0), Taiwan ($9.3), Thailand ($8) and Japan ($6.7).

Regarding media, television ranked as a particularly popular past time, with 64% of Asian kids listing it as one of their three favorite activities, above playing sports or playing with friends in most countries.

Copyright June 1998, Crain Communications Inc.

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