08 Favorite Website Kids vs. Moms

Transcription

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‘08 Favorite Website
KidVault
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p. 29
Kids vs. Moms
p. 10
2012 Kids 5 - 7 Tracker
Thumbnail
New & Bubbling Up Items
Kid Profiles
MomSay
Entertainment
DVD
TV Show
Family TV Show
Video Game
Game Devices
Parents Phone Y/N, How Many Games
Phone Game
Print Media
Book
5
11
13
17
18
19
20
21
22
23
24
25
Famous People and Characters
Character Similarities
Cartoon Character
Internet
26
27
Food From Home Y/N, Favorite to Bring
Drink
Who Decides Drink, Who Decides Snack
Snack
Healthy Snack
Restaurant
Toys
Favorite Toy
Game to Play
Lifestyle
Want for Holiday Present
Learn
earn About Gifts
28
29
30
31
32
33
34
35
36
37
38
39
40
41
42
43
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Outside Game
After
fter School Time, After Dinner, On the Weekend
Electronics in Room
Extracurric
xtracurric Y/N, Favorite Activity
Do
o Alone
With Family
With
With Friends
Collection
Collection Y/N, Collect What
Meaning of ‘Green’
Help Earth
Help
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Website
KidVault - 2008 Website
Best Thing
Computer At Home Y/N, Internet At Home Y/N
Learn
earn About Websites
Learn
earn About Websites/Favorite Website
Spending
Food and Beverage
Cool Charts
Internet/Print Media
Electronic
Electronic Devices/Games
Food
Food & Beverage
Toy
Toy
Works Cited
44
45
46
47
48
49
50
51
51
52
53
54
56
58
60
table of contents
table of contents
62
Page 3
Icons
ICOns
KidSay Icons
Look for these easily identifiable icons that make KidSay’s Trend Tracker THE place to turn to find what’s happening in the “Lifestyles
of the Young & Influential”
KidCast – Fearless forecasting about what’s on
the horizon in the ever-changing kids’ market
KidAlert – A kid favorite that may not be
suitable for kids due to content
KidCast
KidAlert
KidChance – An opportunity for the ready,
willing, & able to apply trends to properties,
promotions, & product lines
KidAlert – A kid favorite that has potential for
a positive impact
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KidChance
KidAlert
KidSurge – Focuses on properties,
personalities, & trends that are emerging into
the mass consciousness of kids
KidSurge
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KidBit
KidSlide – Reveals properties kids no longer
embrace, thus saving you from investing in
their “wipe-out” phase
KidSlide
12
9
3
KidVault – A look back at the KidSay archives
for circumstantial evidence that helps us to
identify present or future trends
6
KidVault
KidSlang
KidSight – Knowledge mined from qualitative
groups conducted by KidSay, as well from our
experience and training in understanding the
world of kids
Page 4
KidBubble – Products & properties that aren’t
hot enough to ‘boil’, yet kids have recently put
them in the pot & on the stove
KidBubble
KidSlang – A KidSay glossary that takes words
kids use to describe their world and translates
them into “adult speak”
KidSight
KidBit – Interesting information that provides
a glimpse of things happening in the world of
kids
KidCall – Notates trends that KidSay predicted
would happen before they were trends This is
KidSay’s “Told ya so!”
KidCall
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Thumbnail
•Kids vs. Moms
We mentioned how the Younger Kids’ Tracker is fun to analyze. One
reason is because we get to compare the data from kids 5-7 to what
moms of kids 5-7 say. The numbers below will help you understand
how both groups will find the items that will end up on their holiday
wish lists.
Learn About
about gift
n Gift
Lear
2012 Kids 5 - 7 (p. 35)
How do you learn about new things
you want for a gift? (check one)
Rank
#1
#2
#3
#4
#5
#6
How Learn
TV
Mom & Dad
Friends
Store
Magazine
Internet
%
36%
24%
14%
12%
6%
5%
2012 Moms of Kids 5-7 (p. 50)
Where do you MOST OFTEN find out about new toys/
games to buy for your child? (check one)
Rank How Learn
#1
TV
#2
Child
#3
Store
#4
Friends
#5
Internet
%
35%
23%
20%
10%
10%
Note: In these closed-ended questions, kids had the option to choose
‘magazine’, while moms did not. While this, of course, had an impact
on the data, we believe it would have proven relatively small.
Although there’s a difference in the way we worded each question
they get at essentially the same thing - where kids and moms learn
about new toys/games. As you can see, their responses are almost
identical in using TV as the #1 source (≈35%), while in the #2 spot
they symbiotically rely on each other (≈24%).
KidSay believes these numbers downplay the importance of TV.
After all, if that’s the overall #1 source of new toy information, we’re
confident it’s also the #1 source for the family and friends who provide
new toy information.
•1998 Redux? (p. 61)
Hasbro hopes 2012 will be a flash from their Furby past. They’ll
have to rely heavily on marketing in order to expose this generation
to the new generation of Furby. That’s not only a common sense
understanding; we see this in the 46% of kids who give a Cool Chart
response of “don’t know what it is”.
While we probably won’t ask 5-7 year
olds to rank Furby anytime soon,
we’re sure Hasbro’s aggressive
multi-pronged marking campaign
will change that reality. Whether the
Furby can be THE gift of this holiday
season remains to be seen.
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Electronics
•W hen Left To Their Own Devices (p.22)
m
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e always
“Nintendo’s DS systems hav
e device
gam
le
tab
por
r
ula
pop
E
been TH
s.”
kid
with America’s youngest
Nintendo’s DS systems have always been THE popular portable
game device with America’s youngest kids. They still are, with 69% of
5 - 7 year-olds telling us they have one. And that’s no surprise.
What is surprising is the speed with which Apple’s iPad has become
the #2 device. 1 out of every 3 kids (33%) report having one. That’s
two and a half times the number who said the same last year (13%).
There are a number of reasons why:
1.
The device is fun, portable, and intuitively easy to use and thus
ideal for young kids
2.
The release of the iPad 2 greatly increased the ‘pass down’
rate of the original iPad
Qualitative talks with moms and kids tell us that the iPad (much
like a home computer) is seen as a ‘family device’ more so
than an individual’s private device (such as cell phone or iPod touch).
Thus, if a family has one, the kid has one.
3.
If you needed further evidence of the spread of portable game devices
(particularly Apple devices), here it is:
Game Devices
They •Have•
ces
e devi
gam
2011
Nintendo DS (74%)
iPod Touch (24%)
PSP (22%)
iPad (13%)
iPhone (10%)
Other cell (10%)
Page 6
2012
Nintendo DS (69%)
iPad (33%)
iPod Touch (29%)
PSP (18%)
iPhone (13%)
Other cell (10%)
Their Phone - Where Phone?
After years of growth, the number of kids who say
they play games on a parent’s phone has stabilized
(2012- 69%, 2011 – 66%). The number of games
they play on those phones has also stabilized. (See
page 23) It’s the games they play that have changed
(besides Angry Birds! ), with special attention to the ‘ Where’s My…? ’
games. (see p.24)
KidSurge
These games, published by Disney Mobile, have helped reinforce
other Disney properties (as in ‘ Where’s My Perry? ’ which uses
Perry the Platypus from Disney’s ‘Phineas & Ferb’ show). They’ve
also created new ones (‘Where’s My Water?’ launched Swampy, an
alligator who was the first original Disney character created for a
mobile game.)3
Top 5 Favorite
Phone
(p.24)
es
gam
eGames
phon
top
2011
Angry Birds (35%)
sports app (14%)
Brick Breaker (5%)
bubble games (3%)
dress up (2%)
2012
Angry Birds (25%)
Temple Run (9%)
Where’s My Water? (4%)
Fruit Ninja (3%)
Where’s My Perry? (3%)
While you may not have the resources to
design and launch your own apps, you can
leverage the popularity of these characters
through licensing deals (Note: If you
haven’t noticed the ‘Angry Birds’ licensing
phenomenon please call us, we’re here to
get you up to speed.)
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•Their Wired Room
Over the past decade we’ve talked a lot about the ‘passing down’ of
technology. We first brought it to your attention with digital cameras
when it became a no-brainer for parents to hand down to their kids the
1.3 megapixel camera they owned when the AMAZING 2.5 megapixel
version came out.
Cell phones were next, as many parents, when they received a new
phone when they upgraded at the end of a contract, became a hero to
their kids with a hand-me-down phone.
Of all the data we show at customized presentations, the information
that consistently elicits the biggest murmurs of surprise is the amount
of electronic devices kids 5-7 have in their room.
Here are the numbers, ones that have been validated not only by
sound methodology but also through years of consistent results:
In-Room Electronics
(p.46)
tronics
Elec
TV – 71%
DVD player – 48%
radio – 43%
CD player – 34%
game system – 31%
iPod/MP3 dock – 15%
computer – 15%
internet – 13%
telephone – 12%
o to their
“many parents... became a her
ne. That
pho
n
ow
e-d
d-m
kids with a han
tablets.”
practice is now extending to
That practice is now extending to tablets and, currently to a greater
extent, the smartphone. And young kids don’t mind. They give “getting
your parents’ hand-me-down phone” a 61% ‘Totally Way Cool’ top box
ranking in our Younger Kids Cool Chart. (see p.56)
Note: The cognitive limitations of younger kids, requires that we adjust
the way we ask our Cool Chart questions. With younger kids we scrap
our regular 5 pt. scale and use a 3 pt. scale. The interviewer shows the
kids corresponding ‘face’ pictures in order to facilitate understanding.
Don’
Don’t
Do n’tt like
like
Don
Don’t
Don’t
’t know
Ultra-Cool Top Box Responses
KidBit
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What’s really interesting are how these break down by gender:
Electronics
in Room onics
ctr
Ele
DVD
CD
CD Game iPod/MP3
TV Player Radio Player System Dock Computer Internet Telephone
Boys 73% 44% 35% 26%
43%
14%
13%
10%
11%
Girls 68% 51% 50% 42%
19%
17%
17%
15%
114%
Note the disparity between boys and girls regarding music
players (radio and cd player). The numbers show that it’s as young
as the ages of 5-7 that girls exhibit their greater affinity for music.
This trait will carry over into their tween and early teen years. It’s only
in the mid-to-late teenage years that boys become as passionate
(if not more so) than girls about music and musicians.
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A little
A lot
?
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•Thumbs Up for Hand Me Downs
Here are all the Cool Chart products and properties
that at least 2/3 of all Younger Kids gave a ‘Totally
Way Cool’ ranking:
Totally Way
Cool
Responses
Cool
Way
lly
Tota
Totally Way Cool – At least 67%
iPad/tablets – 86%
online games – 75%
doing arts/crafts projects – 74%
Streaming TV *– 72%
Fruit Ninja – 69%
Skylanders – 69%
Android phones – 69%
Eating healthy – 68%
* Interviewers read this item to kids as ‘Watching
shows through Netflix , Hulu , and YouTube.’
Here are those that didn’t meet the OVERALL 2/3 criterion,
but did reach that number with either boys or girls.
Totally Way
Cool
Responses
Cool
Way
lly
Tota
Totally Way Cool – At least 67%
Boys
Girls
Ninjago Lego set – 82%
Build-A-Bear - 79%
Beyblades – 78%
Jetpack Joyride – 71%
Game systems are the electronic devices that generate the
biggest gender driven disparity. Regular Tracker readers (and
those that follow other sources of kid information) know that, while
girls like to play video games, for boys it’s their raison d’être. The
numbers above indicate that this has clearly taken hold by the time
kids are 5-7.
Doing By Themselves - Doing With Friends
The preference that boys have for video games is demonstrated in
their responses to many other Tracker questions. Two of them are
from our “When you are at home, what is your favorite thing to do…?”
series.
Let’s take a look at the gender differences in the activities kids want to
engage in when at home.
Top 5 Favorite
Home Activities
(p.48 &50)
ivities
e act
hom
By Yourself
Boys
Watch TV (23%)
Video games (22%)
Play w/ toys (7%)
Computer/internet (5%)
Read (4%)
Legos (4%)
Girls
Watch TV (16%)
read (8%)
dolls (8%)
Barbies (8%)
video games (8%)
With Friends
Boys
Video games (11%)
play outside (9%)
games (8%)
tag (8%)
basketball (7%)
Girls
play (11%)
play outside (11%)
tag (9%)
pretend (7%)
games (7%)
Note the propensity to turn to screens, particularly with boys, and
even more particularly, when they’re by themselves.
Page 7
New & bubbling up
TV - (p. 19)
Annoying Orange
Rated: TV-PG
Annoyed yet…..? You might be but young boys aren’t. It’s 3% of six year olds (primarily
boys) who for the first time mention ‘Annoying Orange’ (or more formally known as ‘ The High
Fructose Adventures of Annoying Orange’) as their favorite TV show. It’s rude, ridiculous,
and obnoxiously hilarious! Now fans can enjoy two, 11 minute, back-to-back episodes from
the comfort of their couch and it’s all thanks to Cartoon Network , and its creators Dane
Boedigheimer (the creator of the Annoying Orange Web series) and Tom Sheppard (Emmy
Award-winning writer for Pinky and the Brain).4, 5 The show based on the popular web series,
premiered mid-June this year appropriately airing after ‘Regular Show’. 4
TV- (p.19) & Family TV - (p.20)
Power Rangers
Rated: TV-Y7
Power Rangers is appearing for the first time (in our ‘Young Kids
Tracker’) as boys’ favorite show to watch with their family. (#3-4%) It
is also debuting for the first time in every age segment for ‘favorite TV
show’ and strongly ranked #2-7% for boys overall.
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Favorite TV
Show TV Show
rite
favo
Boys 5-7 years old
2009
0%
0%
2010
0%
2011
Tied#2-5%
Tied#2-5%
New & Bubbling
New & Bubbling Up
2012
#2-7%
In June of 2011, Netflix added all completed seasons of the show to
its’ instant streaming inventory and currently offers 18 full seasons.10
Page 54 of our “Cool Chart” reveals that 72% of kids (who know what
it is) view watching shows on websites such as Netflix, Hulu , and
Youtube, as being ‘Totally Way Cool’.
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The franchise has morphed and entertained young kids for almost two
decades. Since the shows original debut in August 1993 the franchise
has hit the big screen twice and has aired 19 television seasons with
its’ 20th season (Power Rangers Megaforce) announced for 2013.6, 7
The show newly began airing on Nickelodeon in 2011.8 The second
half of 2011’s series (Power Rangers Samurai), is also currently airing
on Nickelodeon and is subtitled Power Rangers Super Samurai .9 As
you can see in the chart below the popularity of the TV show has
dramatically increased with young boys beginning 2011.
While we can’t say for sure without further investigation, the recent
spike in interest may be attributed to the shows new networking
position at Nickelodeon and/or a result of its’ new instant viewing
capability on Netflix.
Page 11
Levi Age 7 - Midwest
For his KidSay shop-along, Levi wanted to spend his $50 at Target. This is where
he loves checking out the toy and electronic aisles. His plan was to find a new game
for his Nintendo DS. With that in mind, he headed toward the electronics. He got
distracted by a Lego Ninjago set on the way but decided to keep his original plan
and save his money for DS games.
Arriving in the electronics department, Levi began his search for Skylanders.
Concluding that he and his brothers already owned all of the figures, he turned his
attention to Nintendo DS games. The first game he picked up was Wreck-It Ralph.
And he realized that a ‘buy 2, get 1 free’ promotion would score him an extra game.
"I saw the movie and Wreck-It Ralph is awesome•", Levi proclaimed.
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Final Purchase
Wreck-It Ralph (Nintendo DS)- $24.99
LEGO Indiana Jones: The Original
Adventures (Nintendo DS)- $17.99
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LEGO Indiana Jones 2:The Adventure
Continues (Nintendo DS)- regularly $17.99,
but FREE with other two games
Christmas Wish
”I really want a Nintendo 3DS XL.
XL .
I want the 3D because it’s 3D and
because some games are only on it
[3DS XL]...like Mario 2.”
2.”
TV Time
Favorite show:
show: Lego Ninjago - “...I like adventure and there’s lots of
bad guys!”
Favorite show to watch with the family
family: Amazing Race - “... all my
family likes it and it’s fun to watch the [contestants] race and go fast.”
Favorite cartoon character: Lloyd (Lego Ninjago) - “I like him because
he’s the green one and he has lots of special powers!”
Favorite DVD: Brave - “There’s a lot of fighting and bows and arrows...
that’s pretty cool!”
Play Time
By myself: “I like to watch TV ...something on Cartoon Network.”
With family: “I love playing [Kinect] games with my two older brothers.”
With friends: “We like to play house and [play] pretend.”
Favorite video game: “Man that’s a hard one...but I guess Batman 2
[on Xbox] because there’s superheroes that aren’t even Batman...
even Superman! I like superheroes.”
Best Toy: “My Imaginext Superman and Thor...because they can
both fly and you can make them crash and stuff. So I pretend with
them and pretend there’s lots of bad guys!”
Outside: “My favorite thing to do outside is mess around and climb
trees and stuff.”
Page 13
Snack Time
Favorite snack: “I like Goldfish a lot and we
always have them.”
Healthy snack: Bananas and apples
Favorite food to bring to school from home: “I like
when my mom sends Wheat Thins.”
Favorite drink: V8 Fusion
Favorite restaurant: McDonald’s and Burger
King “I like the slides and play stuff…and the
food. And both places have good toys.”
Collections
Levi collects Skylanders and Webkinz. “I like
Skylanders because we can pretend to be them.
And I like taking care of my Webkinz and getting
new ones.”
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Shopping
Levi likes to shop with his mom at Target because there’s
so much there for him too. His most favorite store is Best
Buy. “I like it because it’s only game-type stuff and I love
games. They also have Nintendo 3DS XLs there.” When
Levi wants to shop for something specific, it’s usually
something he saw on a commercial.
Page 14
Parents Phone Y/N
5 year olds n=
129
Yes .
No .
Do your parents have a phone
that you play games on?
.
.
.
.
6 year olds n=
Yes .
No .
68.7
Yes
.
.
.
.
.
.
7 year olds n=
70.2
67.2
Yes .
No .
TOTAL %
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
62.8
37.2
130
74.6
25.4
127
68.5
31.5
GIRLS %
31.4
No
.
.
BOYS %
29.8
32.8
0.0
20.0
40.0
60.0
80.0
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how many games
5 year olds n=
If yes, how many different games
have you played? (check one)
1-3 .
.
.
4-7 .
.
.
more than 7
.
.
.
6 year olds n=
52.5
52.5
1-3
m
a
S
60.5
60.5
44.5
44.5
24.1
24
.1
more than 7
TOTA
TOTAL
TO
TAL
L%
17.1
17.1
GIRLS
GIRLS %
31.3
31.3
BOYS
BOYS %
1-3 .
.
.
more than 7
4-7 .
.
.
.
.
.
7 year olds n=
1-3 .
.
.
more than 7
4-7 .
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
78
57.7
25.6
16.7
95
55.8
23.2
21.1
84
44.1
32.1
23.8
23.4
23.4
4-7
22.5
24.2
24.2
0
0.0
10.
1
0.0
0
10.0
20.
20.
20.0
30.0
40.0
50.0
60.0
70.0
Who has played more than 7 games
35.0%
32%
30.0%
23%
25.0%
20.0%
15.0%
Almost 70% of kids play games on their parents’
phones. And as kids age, the number of games
they play increases, at least to a certain point.
17%
10.0%
5.0%
0.0%
5 Year Olds
6 Year Olds
7 Year Olds
Page 23
Cartoon Character
5 year olds n=
ter?
What is your favorite cartoon charac
24.1
22.3
25.8
SpongeBob SquarePants
Dora the Explorer
4.9
0.0
0.0
Sandy Cheeks (SpongeBob)
6 year olds n=
TOTAL %
SpongeBob SquarePants .
Bugs Bunny (Looney Tunes)
Dora the Explorer .
.
.
Patrick Star (SpongeBob) .
Scooby-Doo .
.
.
.
Batman .
.
.
.
.
.
Sandy Cheeks (SpongeBob)
Spider-Man.
.
.
.
.
Johnny Test
.
.
.
.
Mickey Mouse .
.
.
.
Tom (Tom & Jerry) .
.
.
GIRLS %
7 year olds n=
3.7
4.5
3.0
Bugs Bunny (Looney Tunes)
Spider-Man
10.2
4.3
5.7
3.0
Scooby-Doo
3.1
6.0
2.8
0.0
Patrick Star (SpongeBob)
5.7
m
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2.5
3.8
1.2
Batman
2.5
2.5
1.3
1.3
3.6
3.6
Tom (Tom
(Tom & Jerry)
Jerr y)
Tom
1.5
1.5
1.9
1.9
1.2
1.2
(Phineas and
and Ferb)
Ferb))
Ferb
Phineass (Phineas
1.5
1.5
1.3
1.3
1.8
1.8
0.0
0.0
5.0
5.0
10.0
10.0
15.0
20.0
25.0
.
.
.
.
.
.
.
.
.
.
.
112
.
.
.
.
.
.
.
.
.
.
.
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BOYS %
2.5
1.3
3.6
Mickey Mouse
103
.
. 21.4
Dora the Explorer .
.
.
.
.
8.7
Scooby-Doo .
.
.
.
.
.
6.8
Mickey Mouse .
.
.
.
.
.
3.9
Batman .
.
.
.
.
.
.
.
.2.9
Curious George
.
.
.
.
.
.2.9
Spider-Man.
.
.
.
.
.
.
.2.9
Bumblebee (Transformers) .
.
.
.1.9
Elmo (Sesame Street) .
.
.
.
.1.9
Iron Man .
.
.
.
.
.
.
.1.9
Minnie Mouse .
.
.
.
.
.
.1.9
Perry the Platypus (Phineas and Ferb) 1.9
Shaggy (Scooby-Doo) .
.
.
.
.1.9
23.2
5.4
4.5
4.5
4.5
3.6
3.6
3.6
.2.7
.2.7
.2.7
109
.
. 27.5
Bugs Bunny (Looney Tunes) .
.
4.6
Sandy Cheeks (SpongeBob) .
.
4.6
Jerry (Tom and Jerry) .
.
.
.
3.7
Ben 10 .
.
.
.
.
.
.
.
.2.8
Gumball (The Amazing World of Gumball) 2.8
Phineas (Phineas and Ferb)
.
.
.2.8
Spider-Man.
Spider-Man .
.
.
.
.
.
.
.2.8
Dora the Explorer .
.
.
.
.
.1.8
Patrick Star (SpongeBob) .
.
.
.1.8
Rigby (Regular Show) .
.
.
.
.1.8
Scooby-Doo .
.
.
.
.
.
.1.8
Tinkerbell (Disney Fairies) .
.
.
.1.8
30.0
Tracki ng Favorite Cartoon Character
35.0
30.0
SpongeBob
SquarePants
25.0
Dora the Explorer
20.0
Scooby Doo
15.0
Mickey Mouse
10.0
5.0
0.0
Patrick Star
2009
2010
2011
2012
Page 27
eck one)
How do you learn about new websites? (ch
25.9
31.3
Parents
TV commercial .
Parents .
.
.
School .
.
.
Friends .
.
.
Other .
.
.
Other websites .
22.8
18.8
26.7
7 year olds n=
21.4
22.9
TV commercial
TOTAL %
20.0
9.7
18.0
10.5
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
m
a
S
12.5
8.7
5.4
5.
4
bsites
Other websites
.
.
.
.
.
.
BOYS %
14.0
Other
Friends .
.
.
Parents .
.
.
TV commercial .
Other .
.
.
School .
.
.
Other websites .
.
.
.
.
.
.
4.9
4.9
6.0
6.0
0.0
0.0
5.0
5.0
10.0
10.0
15.0
15.0
20.0
20.0
25.0
30.0
30.0
35.0
extended family
member
Other = 10.5%
advertisements
movies
Other
siblings
Page 32
store
34.5
18.4
18.4
14.9
12.6
.1.2
101
25.7
19.8
19.8
17.8
8.9
. 7.9
106
e
l
p
GIRLS %
School
Parents .
.
.
Friends .
.
.
TV commercial .
School .
.
.
Other .
.
.
Other websites .
6 year olds n=
20.7
Friends
Learn About Websites
5 year olds n=
87
31.1
24.5
19.8
10.4
. 7.6
6.6
Learn About Websites/favorite websites
How do you learn about new websites?
...And the favorite websites that correspond to each response.
YouTube
Lego
Kids WB
Parents
PBS Kids
Funbrain
26%
Cool Math
Cartoon Network
Disney
e
l
p
Dress Up Games
Friends
Nick
Cool Math
m
21% a
21%
S
SStarfall
Sttar
arfall
fall
Club
Club Penguin
Penguin
YouTube
YouT
Yo
uTube
ube
iCarly
iCarly
Facebook
Facebook
Disney
Barbie
Roblox
Club Penguin
Nick
PBS Kids
Nick
Yahoo! Kids
14%
5%
Disney
PBS
PBS Kids
Kids
T.V. Commercials
Other Websites
Hasbro
Webkinz
23%
School
Nick
Disney
iCarly
PBS Kids
Starfall
LevelUp
Girl Games
Pokémon
PBS Kids
Facebook
YouTube
Dress Up Games
Club Penguin
Nick
Cartoon Network
Page 33
who Decides Drink
5 year olds n=
129
Who decides what you have as a dri nk
for lunch at school? (check one)
I don’t decide; a grown-up
decides for me .
.
.
.
I always decide
.
.
.
I sometimes decide
.
.
6 year olds n=
37.1
I always decide
I always decide
.
.
.
decides for me .
.
.
.
I sometimes decide
.
.
39.0
35.2
7 year olds n=
36.6
I don’t decide; a
grown-up decides
for me
TOTAL %
36.4
GIRLS %
36.8
BOYS %
I always decide
.
.
.
I sometimes decide
.
.
decides for me .
.
.
.
.
.
.
45.7
33.3
20.9
.
.
36.4
.
.
.
.
36.4
27.1
.
.
.
.
41.5
30.8
.
.
27.7
129
130
26.3
I sometimes
decide
24.6
e
l
p
28.0
0.0
10.0
20.0
30.0
40.0
50.0
Who decides what you have for
a school snack? (check one)
Who Decides Snack
5 year olds n=
1
129
m
a
S
45.7
45.7
I don’t decide; a
grown-up decides
for me
50.5
50
.5
40.9
40.9
27.5
27.5
I always
ways decide
TOTA
TOTAL
TO
TAL
L%
24.5
24.5
GIRLS
GIRLS %
30.6
30.6
BOYS %
26.8
I sometimes
times
times
decide
decides for me .
.
.
.
I always decide
.
.
.
I sometimes decide
.
.
decides for me .
.
.
.
I sometimes decide
.
.
I always decide
.
.
.
7 year olds n=
I always decide
.
.
.
I sometimes decide
.
.
decides for me .
.
.
.
28.5
10.0
20.0
30.0
40.0
50.0
.
.
.
6 year olds n=
25.0
0.0
60.0
Further analysis reveals that 20% of kids at school choose
both their snack and lunch drink. And 27% say a grownup decides the two. Chocolate milk tops kids’ lists as the
beverage of choice (see p. 37). And cookies top the list as
fave snack (see p. 39).
Page 38
.
.
.
.
.
.
56.6
24
24.0
19.4
128
.
.
.
.
.
.
50.8
28.1
21.1
.
.
.
.
37.5
32.8
.
.
29.7
128
Favorite toy
What is your favorite toy to play with?
22.6
Barbie
6.2
10.1
13.8
15.5
0.0
toy vehicles
1.1
Legos
1.1
superhero toys
0.0
6.2
11.3
6.2
GIRLS %
4.2
BOYS %
8.5
2.8
0.6
5.1
army toys
m
a
S
sports equipment
2.5
0.6
4.5
American Girl doll
2.5
5.0
0.0
2.2
1.7
2.8
portable game system
0.0
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
Barbie .
.
.
.
.
stuffed animals .
.
.
Legos .
.
.
.
.
sports equipment .
.
doll .
.
.
.
.
.
army toys .
.
.
.
action figures/figurines .
American Girl doll .
.
Littlest Pet Shop .
.
portable game system .
superhero toys .
.
.
toy vehicles
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
10.0
20.0
30.0
40.0
Barbie .
.
.
.
doll .
.
.
.
.
stuffed animals .
.
toy vehicles
.
.
Legos .
.
.
.
superhero toys .
.
American Girl doll .
Hot Wheels .
.
.
portable game system
WWE toys .
.
.
.
Transformers .
7 year olds n=
50.0
Tracki ng Favorite Toy
25.0
Barbie
20.0
stuffed animal
15.0
doll
10.0
toy automobiles
5.0
0.0
Legos
2009
Page 42
2010
2011
2012
23.2
12.0
10.4
6.4
8.0
5.6
3.2
3.2
3.2
.2.4
120
e
l
p
TOTAL %
11.3
125
.
.
.
.
.
.
.
.
.
.
6 year olds n=
7.8
doll
Barbie .
.
.
.
stuffed animals .
.
toy vehicles
.
.
Legos .
.
.
.
doll .
.
.
.
.
superhero toys .
.
army toys .
.
.
Spider-Man toys .
Transformers .
.
Buzz Lightyear toys
43.1
1.7
stuffed animals
5 year olds n=
22.5
10.0
.9.2
5.0
4.2
4.2
3.3
3.3
3.3
3.3
.2.5
113
22.1
8.9
8.0
6.2
5.4
4.4
.2.7
.2.7
.2.7
.2.7
.2.7
.2.7
Collection Y/N
5 year olds n=
t?
Do you have anything you like to collec
Yes .
No .
59.2
Yes
Yes .
No .
57.2
TOTAL %
No
GIRLS %
38.9
.
.
.
.
6 year olds n=
61.1
40.8
.
.
BOYS %
.
.
.
.
.
.
7 year olds n=
Yes .
No .
.
.
.
.
.
.
129
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
51.9
48.1
130
62.3
37.7
128
63.3
36.7
42.8
0.0
10.0
20.0
30.0
40.0
50.0
60.0
70.0
Collect what
If yes, what do you collect?
5 year olds n=
e
l
p
25.4
27.1
23.6
rocks
20.2
seashells
10.0
29.7
7.5
m
a
S
5.1
coins/money
cars
10.0
10.0
0.9
0.9
4.0
4.0
3.1
1
3.
0.9
0.9
toys
7.3
7.3
TOTAL
TO
TOTA
TAL
L%
GIRLS %
GIRLS
5.5
5.5
BOYS %
2.6
2.6
2.5
2.5
2.7
2.7
arts & crafts
af ts supplies
afts
Legos
Legos
4.8
0.0
action figures/figurines
ures/fi
ures/figurines
gurines
10.0
0.0
0.0
2.6
2.6
5.5
2.2
3.4
0.9
stuffed animals
animals
2.2
1.7
2.7
Barbies
2.2
4.2
0.0
0.0
10.0
20.0
30.0
seashells .
rocks .
.
coins/money
cars
.
.
buttons .
.
dolls .
.
flowers .
.
games .
.
leaves .
.
Legos .
.
toys.
toys.
.
.
trading cards
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
rocks .
.
.
.
.
seashells .
.
.
.
cars
.
.
.
.
.
coins/money .
.
.
Legos .
.
.
.
.
animals .
.
.
.
.
arts & crafts supplies .
Barbies .
.
.
.
.
leaves .
.
.
.
.
marbles
.
.
.
.
toys.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
6 year olds n=
7 year olds n=
rocks .
.
.
.
.
seashells .
.
.
.
coins/money .
.
.
stuffed animals .
.
.
arts & crafts supplies .
toys.
.
.
.
.
.
animals .
.
.
.
.
Barbies .
.
.
.
.
games .
.
.
.
.
67
22.4
19.4
.9.0
6.0
3.0
3.0
3.0
3.0
3.0
3.0
3.0
3.0
80
32.5
17.5
. 7.5
3.8
3.8
3.8
.2.5
.2.5
.2.5
.2.5
.2.5
.2.5
81
23.5
21.0
.9.9
6.2
6.2
3.7
3.7
.2.5
.2.5
.2.5
40.0
Page 51
Help Earth
5 year olds n=
Which one of these sounds
most like you? (check one)
48.7
I am planning on
doing more next year
to help the earth.
6 year olds n=
49.4
48.0
I am planning on
doing about the same
next year to help the
earth.
39.1
TOTAL %
38.2
GIRLS %
40.0
BOYS %
12.2
I am planning on
doing less next year to
help the earth.
12.4
10.0
20.0
30.0
40.0
50.0
60.0
40.7
39.0
20.3
114
I am planning on doing more next
year to help the earth. .
.
.
.
I am planning on doing about the
same next year to help the earth. .
I am planning on doing less next
.
.
.
7 year olds n=
55.3
35.1
.9.7
121
.
.
.
.
.
.
e
l
p
12.0
0.0
118
.
.
.
.
.
.
52.1
41.3
6.6
m
a
S
About 40% of Tracker kids are satisfied with their
current contribution to the environment. And Disney’s
conservation efforts inspire kids and adults alike. According
to Disney’s Conservation Report, “Conservation and the
environment are a rich part of our history and a key focus
of our present and future. Respect for our planet and the
creatures who share it with us has always been a part of what
makes Disney, Disney.” Said Disney cofounder Walt Disney,
“I have learned from the animal world, and what everyone will
learn who studies it is a renewed sense of kinship with the
Earth and all its inhabitants.” 6
Page 53
Toy
Top Box
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
86.4
62.2
74.4
60.9
40.5
54.3
37.9
65.0
62.2
46.2
43.6
BOYS %
43.2
GIRLS %
TOTAL %
Doing art/craft projects
Beyblades
Furby
Build-A-Bear
m
a
S
Bottom Box
42.7
39
39.7
14.9
2
5.2
10
10.0
13.7
25.4
Beyblades
23.8
Furby
33.2
Ninjago LEGO sets
e
l
p
Totally Way Cool Response on a 3 point rating scale.
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
81.8
79.1
77.8
30.9
9.3
19.6
Build-A-Bear
7.7
20.6
Ninjago LEGO sets
Totally Un-Cool Response on a 3 point rating scale.
Page 60
BOYS %
37.4
GIRLS %
TOTAL %
Toy
5 year olds n=
126
Totally Way Cool
.
. 75.4
Kinda Cool .
.
.
. 13.5
Totally Un-cool .
.
. 11.1
1.6 .
.Don’t know what it is
6 year olds n=
126
Totally Way Cool
.
. 79.4
Kinda Cool .
.
.
. 13.5
Totally Un-cool .
.
.
. 7.1
2.3 .
7 year olds n=
127
Totally Way Cool
.
. 68.5
Kinda Cool .
.
.
. 19.7
Totally Un-cool .
.
. 11.8
1.6 .
Beyblades
5 year olds n=
Totally Way Cool
.
.
Kinda Cool .
.
.
.
Totally Un-cool .
.
.
33.1 .
.Don’t know what
85
60.0
15.3
24.7
it is
6 year olds n=
Totally Way Cool
.
.
Kinda Cool .
.
.
.
Totally Un-cool .
.
.
31.3 .
.Don’t know what
88
67.0
.6.8
26.1
it is
7 year olds n=
106
Totally Way Cool
.
. 56.6
Kinda Cool .
.
.
. 17.9
Totally Un-cool .
.
. 25.5
17.8 .
Furby
5 year olds n=
Totally Way Cool
.
.
Kinda Cool .
.
.
.
Totally Un-cool .
.
.
39.1 .
.Don’t know what
78
41.0
24.4
34.6
it is
6 year olds n=
Totally Way Cool
.
.
Kinda Cool .
.
.
.
Totally Un-cool .
.
.
48.1 .
.Don’t know what
67
58.2
13.4
28.4
it is
7 year olds n=
Totally Way Cool
.
.
Kinda Cool .
.
.
.
Totally Un-cool .
.
.
51.2 .
.Don’t know what
Build-A-Bear
5 year olds n=
113
Totally Way Cool
.
. 63.7
Kinda Cool .
.
.
. 15.0
Totally Un-cool .
.
. 21.2
11.7 .
6 year olds n=
115
Totally Way Cool
.
. 68.7
Kinda Cool .
.
.
. 13.0
Totally Un-cool .
.
. 18.3
10.9 .
Ninjago LEGO sets
5 year olds n=
Totally Way Cool
.
.
Kinda Cool .
.
.
.
Totally Un-cool .
.
.
22.7 .
.Don’t know what
6 year olds n=
114
4.9
Totally Way Cool
.
. 64.9
. 15.8
15.8
Kinda Cool .
.
.
.
. 19.3
19.3
Totally Un-cool .
on’t know what it is
11.6 .
.Don’t
99
64.6
16.2
19.2
it is
63
39.7
23.8
36.5
it is
7 year olds n=
119
Totally Way Cool
.
. 54.6
Kinda Cool .
.
.
. 26.1
Totally Un-cool .
.
. 19.3
8 .
.D
..Don’t
Don’t
7.8
e
l
p
m
a
S
7 year olds n=
107
107
Totally Way Cool
.
. 65.4
6 5.4
Kinda Cool .
.
.
. 11.2
11.2
Totally Un-cool .
.
. 23.4
2 3.4
17.1
17.1 .
.D
..Don’t
Don’t
Don't Know What It Is
100.0
90.0
80.0
70.0
60.0
50.0
40.0
30.0
20.0
10.0
0.0
34.7
34.7
19.9
19.9
2.1
1.5
1.
5
28.4
27.3
27.3
14.1
1.8
1.8
Doing art/craft
craftt projects
craf
BOYS %
46.4
46
.4 45.9
45.9 46.1
Beyblades
Furby
6.2 10.1
Build-A-Bear
5.7
GIRLS %
17.1
TOTAL %
Ninjago LEGO sets
Furby 2012 is back in time for the holidays. The original
Furby was the hot holiday toy of the late 1990s. Hasbro has
re-invented Furby: You can feed it via an interactive app. And
Furbys develop personalities based on how you treat them
(purr and wiggle or become angry). 11 The new Furby pins
its ears back when surprised or yawning, and has LCD eyes
to convey a range of emotions with pixel animation. Most
obviously redesigned is the addition of an interactive tail. 12
Page 61

08 Favorite Website Kids vs. Moms

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