Courtesy of Turner Broadcasting System
Mobile and internet usage may be increasingly pervasive among Filipino kids, but a recent study shows that TV continues to be a dominant and influential platform, even bringing families closer together through co-viewing.
Turner Broadcasting System, the company behind kids’ channels such as Cartoon Network, Toonami and Boomerang recently released the findings of New Generations 2015, a study that analyzes the habits and preferences of today’s connected Filipino kids.
Surveying over 500 child-parent pairs from affluent households in the Mega Manila area, the research illustrates a highly connected set. Of those surveyed, 1 out of 2 kids, ages 4-14 years old, own a mobile phone, with 91% of households owning a smart phone. The results also exhibit high social media usage among kids (86%). Of regular social media users, 92% have their own personal account. Even with the digital uptrend, TV remains to be the most frequented platform, with 94% of respondents having tuned in on the month surveyed. Online usage follows closely behind at 93%.
While kids turned to their friends first to find out about trends and current events (45%), TV is the top media choice for information (44%). Trailing closely behind are digital sources (43%) and their parents (34%).
Family co-viewing and time spent bonding in front of the TV is also on the rise as 7 out of 10 kids watched TV with their mom and/or dad in the last week. A majority of the kids (75%) reported to have watched cartoons with their parents. Also prevalent were movies (64%) and comedies (61%).
The study also indicated that TV has a key presence in the kids’ digital lifestyle. Consuming an average of 30 minutes of online video a day, respondents watched episodes of their favorite TV series and music videos. TV shows and music are also the two most shared types of content among kids.
Apps are also increasingly popular, with kids accessing as much as 5 apps per month. Sixty percent of parents admitted to downloading apps specifically for their kids. Chief among these apps are Facebook, YouTube and popular game Candy Crush.
“Filipino kids are finding new ways to enjoy and share their favorite shows with others. Interestingly, these devices are used to complement the TV viewing experience,” says David Webb, Director of Research and Planning at Turner International Asia Pacific.
This article was first published in the July-August 2015 issue of adobo magazine.
