Friday, October 24th, 2014 - Roy Morgan Research

Some good news, perhaps, for the fate of Western civilisation: kids today care less about celebrities, what they wear, and looking cool, the latest nationwide Young Australians Survey from Roy Morgan Research shows.

The proportion of kids aged six to 13 who say they want to look cool declined from 56% to 54% in the last two years, while the proportion saying it’s important for them to have nice clothes fell from 54% to 50%.

But celebrities have suffered the largest decline in the esteem of Australian children. In 2012, 54% said they admired movie stars, rock or pop stars, and other celebrities; today, such idols are admired by less than half of kids (49%), with the overall decline mostly due to a 9% point drop among 10 to 13 year-olds, from 60% to 51%.

Celebrity worship among 6-9 and 10-13 year-olds:

Source: Roy Morgan Young Australians Survey; July 2011 – June 2012 n = 3447 and July 2013 – June 2014 n -2800 Australians aged 6 to 13. 

Looking cool, it seems, is more often a younger person’s concern. Kids 6 to 9 remain more likely to want to look cool (or admit they want to) than the older group, but the sentiment has declined among each.

However most of the overall dip in the proportion of kids who say it’s important for them to have nice clothes is due to a 7% point drop among the youngsters 6 to 9—with now only a minority (45%) agreeing with the statement.

Kids wanting to looking cool in nice clothes:

Source: Roy Morgan Young Australians Survey; July 2011 – June 2012 n = 3447 and July 2013 – June 2014 n -2800 Australians aged 6 to 13. 

Michele Levine - CEO, Roy Morgan Research, says:

“Sometimes dubbed the Millennials or Generation Z, these children are the first to have grown up with an internet connection and social media as the norm. Some of us have an iPhone older than the youngest of these kids.

“However our latest Young Australians Survey has picked up some small decreases in the proportions of younger children, tweens and new teens who value things like looking cool, wearing the right clothes, and celebrities. 

“But although marketers will often put a label on certain groups, even whole generations, for the sake of simplicity, any business with a genuine interest in connecting with children needs instead to listen carefully to what different kids from different households believe, who they admire, and the things they want, enjoy doing and care about.”

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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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