Saturday, September 14th, 2013

The old classic characters continue to hit the spot with Australian children whose favourite superheroes - Batman, Superman & Spider-Man – have been around long before the mediums they often use to view them, including digital TV, iPhones and even the Internet. 


Kids’ favourites

Source: Roy Morgan Young Australians Survey, July 2011 — June 2012, n = 3,447.  (Unprompted favourites; Base: Australian children aged 6-13 years).

The number one superhero nominated by boys aged 6-13 is Batman, followed by Spider-Man and Superman. Among girls 6 -13 Wonder Woman takes the top spot, followed by Batman and Superman.

Spongebob Squarepants, Bugs Bunny and Tweety are the favourite cartoon characters among girls, and for boys the top two are the same but Ben 10 replaces Tweety in third place.

These are the latest results from Roy Morgan Research’s Young Australians Survey, which asks children aged 6-13 years to name their Favourite Super Heroes, Cartoons and Computer Games in addition to asking questions about What’s Cool, Favourite Sports, Shopping and Media as well as their attitudes about life, leisure and the world.

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

“As marketers we have a tendency to think of kids as fickle and that there is always some new great thing taking up their attention. In truth we are finding that the old favourites continue to endure. In fact, the only relative newcomer to the Favourites list is Ben 10, who first hit screens in 2007.

“This is good news for marketers, who can be reassured that investing in the right brand association can mean longevity, not just a fad.”

For comments or more information please contact:

John La Rosa, Industry Director - Agencies

Telephone: +61 (2) 9021 9115

Mobile: +61 (0) 414 405 775

Email: [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


batman, spiderman, superman



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