Tuesday, 20 June 2017

Turner’s New Generations Report

“Turner’s New Generations™ 2016 puts the spotlight on lifestyle, opinion, behavioural pattern and spending habits of kids in India.”

Kids are no longer mere consumers but rather high purchase influencers today. They are extremely conscious of the environment they live in and willing to explore non-traditional career choices, while constantly challenging notions and redefining their roles.
Turner’s flagship research study, New Generations™, puts the spotlight on lifestyle, opinion, behavioural pattern and spending habits of over 6000 kids surveyed in India ranging between two age groups: 4-6 years and another being 7-14 years of age.
The report highlights that Television ranks as the No.1 form of media consumption at 97% with cartoons being the most watched genre by kids and parents alike.
The report covers the following topics of research:

a.       Media Consumption: Television ranks as the number one media consumption
b.      Purchasing power: Pocket money given to kids in 2015 has grown a 100%
c.       Future perspective: Kids are ready to take on the world and are up for exploring non-traditional careers
d.      Habits and lifestyle: How Media consumption is affecting kids around the country and their food habits
First unveiled in 2001, this New Generations™ study is the largest kids’ lifestyle survey in the Asia Pacific region. New Generations research covers all town classes including towns with a population of less than 1 lakh individuals as well [LC1 towns]. Understanding kids is a part of Turner’s DNA and being genre leaders, it becomes imperative to keep in tune with the dynamic and ever evolving lifestyles and changing habits of kids.
Here’s a brief note on the series of infographics based on the data and trends from the report.

a)      The report focusses on 'The Plurals' - those born between 1997 and 2015. The Plurals, however, differ intuitively from the millennials primarily based on learned versus native behaviour. Plurals have access to new age media and the internet. They have more access to the social media platforms and have more world awareness

TV is the most consumed media platform by children and adults alike and cartoons ranks the highest in terms of genre of preference for kids. Plurals have more access to the internet, social media and other media platforms to keep them connected to the world.
Out of 10, only 9 parents have control over their children’s social media activity and monitor their activity lesser than before. 90% Kids own mobiles and other electronic devices and use them frequently. 62% Indian kids are using their parents or other family member’s mobile devices whereas, 4% of the kids share their handsets with their siblings. Gaming and making/ receiving calls the two most popular activities followed by listening to music, texting and watching videos. The survey has derived the fact that 32% children download applications out of which 70% download the paid applications.

48% parents of children from 7-14 years and 29% parents of children from 4-6 years send their kids for tuitions. 55% parents are involved in their child’s daily activities; they encourage their children to take part in extracurricular activities and encourage them to opt for newer career choices.

Children are now more open to newer career choices and are picking subjects that are newer to the earlier generation. Children spend more time pursuing subjects they are passionate or interested in rather than the pattern that is tried and tested.


Parents are more and more worried about their child's health as they grow older, Irregular eating habits and loss of appetite are some of the few ill effects of poor eating practises of kids. The plurals are spending lesser time outdoors and this leads to lethargy and an unhealthy lifestyle; a rising concern for parents.

The survey also marks the most opted for choices of breakfast as well as snacks around the country and dairy is the most consumed product by kids followed by biscuits and chips.

The monthly average pocket money of kids has increase from Rs. 275/- in 2012 to Rs. 555/- in 2015. This is a 100% increase in pocket money since 2012. 52% kids receive pocket money out of which 50% save it (majority being girls), and the balance 50% spend their money on buying clothes, shoes, junk food and toys. At an annual spending potential of INR 22,594 Crores, Indian Kids have more money to spend than the GDP of 50 smaller countries of the world including Bhutan, Aruba & Maldives.

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