Children Influence Buying Patterns, Poll Says

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Filipino children have taken control—of their digital lives, at least—and can influence the purchasing patterns of their guardians, according to the New Generations 2012 survey of Cartoon Network.

“We found that Filipino children are clear about what they want and don’t want,” says Duncan Morris, vice president for research and market development for Turner International Asia Pacific Ltd.

The Turner group’s portfolio includes Cartoon Network.

Morris says Filipino children have firm preferences on what gadgets they like to use, what TV shows they like to watch, and what activities they want to do.

In terms of access to gadgets, the Internet and related technology, Filipino children are ahead of their peers in more developed countries in Asia-Pacific, according to the survey.

In short, they love using gadgets, whether they are borrowed, hand-me-down or their own. No wonder parents are considering buying computers, mobile phones and tablet computers in the next 12 months, as shown in the survey results.

Guardians may also find it assuring that the survey shows Filipino children crave physical activities (going to theme parks, sports and dancing, among others) about as much as virtual ones—at least according to the survey, Morris says.

“The findings show young Pinoys not only have the know-how in the digital space, but increasingly have the tools to consume and experience media across multiple platforms—from TV to PC, from their tablet to phone,” Morris says.

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