Monday, January 9th, 2012
Unless you have young kids of your own, guessing what kids really like can be a risky business for marketers.  For example, which cartoons are the favourite of kids 6-13?  Would you have guessed ‘Spongebob Squarepants’ -  ahead of the Simpsons, Bugs Bunny, Scooby Doo and Mickey Mouse?

For their Young Australians Survey, Roy Morgan Research asks children aged 6-13 to name their Favourite Super Heroes, Cartoons and Computer Games as well as What’s Cool, Favourite Sports, Shopping & Media and their Attitudes about life, leisure and the world.

Marketers considering sponsorship, spot placement or licensing for a campaign might assume that one of the top three favourite Super Heroes for kids would help maximise their appeal to young girls, when in fact their favourite 'Wonder Woman’ eclipses Batman, Superman and Spiderman among girls 6-13.

Kids’ favourites:

Can you guess the No.1 Favourite Super Hero for girls, who doesn’t even make it into the Top Ten for boys?  (This is proof of the early gender divide.)
Super Heroes
Computer Games
Spongebob Squarepants
Wii Series
The Simpsons*
Mario/Super Mario
Bugs Bunny
Call Of Duty Series
*The Simpsons includes Bart, Homer and Lisa. Source: Roy Morgan Young Australians Survey, People aged 6-13, July 2010 – June 2011 n = 3,283.

John La Rosa, Industry Director - Agencies, Roy Morgan Research, says:

“It’s all too easy for adults to think they know what kids think. When you review robust data about kids’ attitudes, habits, likes and dislikes, it’s often surprising. Sometimes the surprises are unfortunate – like: ‘I admire politicians’ (13%). And some are unexpectedly reassuring – like: ‘My family is the most important thing in my life’ (95%). (And we’re all relieved to discover that it’s not their iPhone!).

“Similarly, advertisers will be pleased to note that 88% of Aussie kids in this age group ‘like funny ads on TV’. But, although this generation seems to have been born to TXT, only 5% say they ‘like to enter competitions using SMS’.

“Marketers without kids (or grand kids) don’t have much of a chance without robust, up-to-date research. And those of us who have kids of our own are likely to make the fatal mistake of thinking our kids are ‘normal’.”

The complete and detailed Roy Morgan Understand Young Australians Report will provide a thorough understanding of young Australians in terms of attitudes, favourite characters and games, media usage with a focus on the internet, food and drink consumption and mobile phone usage.

The complete Roy Morgan’s Young Australians Survey – Time Spent with Activities takes a detailed look at the activities which young Australians participate in, such as media usage, sport and homework.

Click here to browse thousands of accurate, insightful quantitative Roy Morgan research reports and profiles ready to download now.

For more details contact

[email protected]

Contact Profile

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


Spongebob Squarepants, the Simpsons, Bugs Bunny, Scooby Doo, Mickey Mouse



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