Monday, September 22nd, 2014 - Roy Morgan Research

Spiderman has pipped Superman, Iron Man has outshone both Wonder Woman and The Incredible Hulk, and Captain America and Thor have sent Ben 10 and The Green Lantern packing. But Batman still rules as the superhero of choice, the results of the latest Young Australians Survey from Roy Morgan Research show.

1 in 8 Australian kids aged six to 13 nominated the Caped Crusader as their favourite superhero in the year to June 2014, up from 1 in 10 in 2012, strengthening Batman’s prime position on the Top 10 list.

This time, Spiderman has just edged out Superman to take second place, and although both Wonder Woman and The Incredible Hulk gained fans over the past two years, Iron Man’s popularity has almost doubled.

Ben 10 has declined from the 7th most often named superhero in 2012 to 14th in 2014 – just one spot above immediate family members.

Top 10 Favourite Superheroes:

Source: Roy Morgan Young Australians Survey, July 2011—June 2012 sample = 3447, July 2013 – June 2014 sample = 2800 Australians aged 6-13.

Among the Top 10 superheroes for 2014, Spiderman has the most boy-heavy fan base. Boys also comprise over 70% of supporters for Iron Man, The Incredible Hulk and Batman and clear majorities for Captain America, Superman and the X-Men. Perhaps surprisingly, Thor has the most gender-neutral fan base.

Cat Woman and Wonder Woman, however, are named almost exclusively by girls. So although Wonder Woman is the top pick among girls, more girls name Batman or Superman than Cat Woman—but virtually no boys name a female superhero at all.

Fan bases by gender among Top 10 Superheroes 2014:

 Source: Roy Morgan Young Australians Survey, July 2013 – June 2014 sample = 2800 Australians aged 6-13.

Michele Levine – CEO, Roy Morgan Research, says:

“In the year to June 2014, around two-thirds of kids gave an unprompted answer when asked to name their favourite superhero, so these results reflect true top-of-mind preferences. 

“These are just some of the insights from the Young Australians Survey from Roy Morgan Research, which tracks the favourite things, opinions, attitudes, behaviours, device usage and media consumption of kids aged 6-13 across Australia.”

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company. Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.
Shaun Ellis
P: 03 9224 5332


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