INDEPENDENT NEWS

NZ Children - 2nd Highest Internet Usage In Asia

Published: Thu 18 May 2000 04:26 PM
MEDIACOM-RELEASE-TURNER-ENTERTAINMENT
New Zealand Children Have Second Highest Computer/ Internet Access In Asia Pacific Reveals Cartoon Network's Kids Study New Generasians(Tm)
HONG KONG, May 17th/MediaNet International-AsiaNet/ --The latest results of New GenerAsians(TM), Cartoon Network's patented kids' lifestyle survey reveal New Zealand children have the second highest level of computer and Internet access in the Asia Pacific region. The results also show New Zealand kids rate the third highest in the region when it comes to having computers in their home, personal e- mail addresses and home Internet access.
New GenerAsians(TM) is the largest study of its kind, surveying over 7,700 children aged 7-18 living in 29 cities in 14 countries across the Asia Pacific. The study was first commissioned in 1998 to discover and track the opinions, preferences, likes and dislikes of today's youth throughout the region. This latest study has an increased focus on the use of the Internet, 'new' technology and brand recall among children.
"New GenerAsians(TM) has been acknowledged by industry commentators as the benchmark for all future children's research in this region. We believe there is a genuine need for ongoing research of this nature and are committed to sustaining our efforts and contributing to the growth of the kids market as a whole," said Celia Chong, senior vice president and general manager, Turner Entertainment Networks Asia, Inc.
"New GenerAsians(TM) contains a wealth of information. Expanded country coverage including New Zealand and Vietnam and 11 additional cities makes this an even broader pan-regional survey than before. It will be of tremendous benefit as a comprehensive refer ence guide for marketers and advertisers to help them better gauge children's consumer habits," said Anthony Dobson, vice president, research and strategic planning, Turner Entertainment Networks Asia, Inc. The research also determined children's brand recall by age, gender, city and country and tracked their favourite brands across a wide range of products from jeans to video game systems and ice cream to fast food restaurants. Tip Top ice cream, Coca-Cola and Cadbury chocolates have the highest brand recall among kids in New Zealand and picked the Toyota commercial as their favourite television commercial.
The study also revealed that achieving good grades at school is the most important things in New Zealand kids' lives while watching television is the favourite leisure activity and Pokemon, the latest trend.
When asked about how they viewed the new millennium and what they thought could happen by the time they were adults, more children thought that watching television on their wristwatch or robots doing house work were more conceivable scenarios than world peace or the elimination of pollution.
These findings are only a sample of the insights provided by New GenerAsians(TM). The survey covers a variety of other issues including aspects of children's lives, their aspirations, how they spend money, and opinions on a wide range of subjects from new technology to toys and games, sports and entertainment to food and drink, and fashion to cars.
New GenerAsians(TM) was conducted over a six-week period between October and December 1999, in Australia, China, Hong Kong, India, Indonesia, Japan, Malaysia, New Zealand, Philippines, Singapore, South Korea, Taiwan, Thailand and Vietnam. It has been underwritten by Cartoon Network with additional foundation sponsorship from OMD (Optimum Media Direction). The research has been conducted by AC Nielsen.
Launched in the Asia Pacific in 1994, Turner Broadcasting System, Inc.'s (TBS) Cartoon Network offers the best in animated entertainment. Drawing form the world's largest cartoon library of Warner Bros., MGM and Hanna-Barbera titles, the Network also showcases original series including Courage the Cowardly Dog, Cow And Chicken, Dexter's Laboratory, Ed, Edd n Eddy, I Am Weasel, Johnny Bravo, Mike, Lu & Og, and The Powerpuff Girls under the Cartoon Cartoons banner. Cartoon Network has emerged as one of the most popular entertainment channels among kids and is currently Seen in over 17 million cable homes in the region.
TBS Inc., a subsidiary of Time Warner Inc., is a leading provider of information and entertainment programming for viewers around the world.
For more information on New GenerAsians(TM) please visit
www.NewGenerAsians.com.
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