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CARRICK JAMES MARKET RESEARCH
Specialists in child and youth research
PRESS RELEASE
June 2004
A
MAJOR NEW PAN-EUROPEAN SURVEY FROM CARRICK JAMES SIGNALS MANY
DIFFERENCES AMONGST EUROPEAN CHILDREN
Carrick James Market Research has
recently completed a wide-ranging survey of 1,500 children aged 6
-14 years in five continental European countries namely
France, Germany, Italy,
Spain, Poland and Great Britain.
The survey, carried out during Nov ’03 to Jan ’04, is the first wave
of the Company’s new Syndicated Pan-European Child Track
service.
The report just published also
provides similar information and comparisons with a survey of
British children generated from the long established Child Track
service.
“Following the success of the
initial launch we plan to carry out two surveys per year with the
next wave of research scheduled for July 2004, with a follow up in
November/December,”
says agency head Carrick James. “The object of the new tracking
service is to provide clients with insights into the kids sector
across Europe and to help them
track changes over time. Each survey questionnaire will include a
mixture of syndicated question areas and exclusive (omnibus style)
client question areas. The pan-European nature of the research means
that questions and reports are standardised across all countries. In
addition the mix of questions will be different in each survey and
repeated annually or six-monthly depending on the degree of change
expected. Clients have the opportunity to buy into the total service
or on a selective country or topic basis,”
says Carrick. “The initial launch survey has already thrown up some
interesting insights and differences as follows:”
European comparisons
· Personal ownership of televisions is highest amongst
Italian children
· The Simpsons are the number one favourite cartoon characters in
only two of the countries
surveyed
· In
Spain 6 of children’s top heroes are
footballers, compared to 4 for Italy, 3 for Poland, 2 for Germany, 2
for GB and 1 for France
· David Beckham is already the number 1 hero in
Spain.
· Adam Malysz (skier) has similar popularity
amongst Polish kids as David Beckham has amongst British kids
· Yu-Gi-Oh cards are a particularly popular
collectible item in
Germany
and Italy
· Comics are the most popular collectable
generally across all six countries
· Child purchases of licensed products in
European countries most commonly involves Books and Stationery
items, with the highest levels seen in
Italy
and Germany
· The next most important categories involving
licences are Clothing and Food
· Italy
emerges as the country having the highest level of child purchases
of licensed products of various types
· Access to the Internet at home is highest
in
Germany and lowest in Poland
· Access to the Internet at school is highest in
GB and lowest in
Italy
· Usage of the Internet in the last month was
lowest in
Italy
and France
· Pocket
money
is highest in GB and lowest in Poland
· Italian kids receive the most money at Christmas
and for birthdays
· The incidence of saving pocket money is high in
all countries except GB and
Poland
· Sweets
and confectionery
are the main items that European kids spend their own money on
· In
Italy
spending on clothes gets a higher rating than spending on sweets and
confectionery
· Ownership of mobile phones is highest
amongst German children
These
are just a few of the indicators provided by the survey. The reports
provide demographic analysis by gender and by age groups. The full
range of topics covered for each country is as follows;
TELEVISION
Types of
electronic equipment in the home and personally owned
Favourite TV
programmes
TV programmes
liked very much
Viewing and
liking of Cable, Satellite and Digital Channels
CHARACTERS &
Favourite
personalities/heroes
PERSONALITIES
Sports
people liked
Music people
liked
Cartoon characters liked most
Awareness and
degree of liking of cartoon characters
LICENSED PRODUCTS & Purchasing
of character based products.
PROPERTIES
Inventory
of recent purchases with analysis of products by licenses
COLLECTIBLES Frequency
of buying various items
INTERNET
Internet
connection and usage at home, school/college, elsewhere
Favourite
websites (unprompted) and usage
GAMES SYSTEMS & In
home, personally own, played with in last month
COMPUTERS
PROMOTIONS
Promotional packs bought recently
Awareness and
purchasing of specific promotions
INCOME & EXPENDITURE
Ways
receive pocket money and amount per week,
for Christmas,
for birthdays
Main things spend own
money on
MOBILE PHONES Ownership,
make of handsets owned, networks used
Certain,
fast-changing topics such as favourite cartoon characters, will be
included with every survey, others will be included annually.
Additional topics will also be added at intervals.
Anyone wishing to
learn more about the survey should contact Zosia Skorupa or Carrick
James. |
