never underestimate how media literate children are...

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Tapping into theculture of kids
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I have found that the best way to give advice to
your children is to find out what they want and
then advise them to do it
Harry S. Truman
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What is the culture of kids?

• Please Sir, can I have some more?

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• Kids now have.
• More choice
• Lifestyle opportunities
• Marketed brands
• Leisure pursuits

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• More power
• Greater disposable income
• Gatekeeper authority

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• More independence
• Latchkey kids
• Fragmented family viewing

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• More Media
• 57 TV channels
• 200 magazines
• 25 radio stations
• Videos
• Games consoles
• On line communication..

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From the Milky Bar Kid to..the Technology
Generation
School Home Friends
Use the Internet 47.0 16.2 12.8 Use
CD Roms 47.9 46.9 17.1 Use e-mail
29.1 15.4 5.1 Play PC Games 25.6
53.0 27.4 Use Internet chatrooms 17.9
9.4 12.0
Source Leo Burnett Kidscope
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the use of on-line technology to tap into the
culture of kids
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What is Kidscope?

• Research tool designed to collect information
  from children
• wide range of subjects
• regularly
• frequently
• Uniquely it uses the Internet as a research medium

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How it all began.
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Do schools have computers?. . .
Technology
in Schools
Number of computers
Schools ()
0 1 2-5 6-10 11-20 20
0 1 8 20 24 47
. . .YES!
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Other equipment?
Technology
in Schools
CD-ROM Internet Email Primary 1996 74
5 1998 93 16
17 Secondary 1996 94 37
1998 98 76 58
Email was not included on the 1996 survey
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How does Kidscope work?

• Information need
• Short questionnaire
• Dedicated, password protected Internet site
• Schools on our panel are contacted
• Children then access our site and respond
• Replies are routed back to Leo Burnett
• Responses are then downloaded and analysed
• This cycle can then be repeated for the next
  hot topic

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The Benefits of Kidscope

• Identify and track progress of trends, fads and
  fashions as and when they happen.
• Fast, flexible and up-to-date
• Endless range of subject matter
• Capacity for wide range of questioning
  techniques
• - a true multi-media research vehicle
• Can be conducted internationally with ease

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The Kidscope Panel
From this..
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The Kidscope Panel
.to this
And theres more to come.
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Latest results from around the globe
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Most popular sports?
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Which sports do you play?
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Which sports do you watch on TV?
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UK
boys
girls
swimming 18
football 64
basketball 18
tennis 14
tennis 13
football 14
swimming 8
netball 13
rugby 7
basketball 12
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Hong Kong
boys
girls
badminton 32
football 32
basketball 25
swimming 17
badminton 15
basketball 14
ice-skating 6
ice-skating 10
Athletics 5
volleyball 8
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What is the most popular spare time? activity?
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Hong Kong
couch potatos....
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UK
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What activity would you keep?
8 4
Magazines
W.W.W
18 26
12 30
59 37
3 2
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Why keep...?
"Because I have to watch Eastenders"
"Everybody talks about it"
"Because it's a true friend"
Magazines
"because I can watch the TV on the Internet"
W.W.W
"It's very relaxing"
"same info as tv but much better for your eyes"
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What activity would you lose?
13 16
Magazines
W.W.W
11 11
12 6
10 14
54 52
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When was the last time you watched television?
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Programmes Commercials
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Do you have access to the Internet?
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When was the last time you accessed the Internet?
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money, money, money
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Have you heard of the Euro?
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Do you think Britain should join the Euro?
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Do you know what the Euro is? Could you tell us?
The European Single Currency (31)
its a kind of train, I think
its a TV programme
Dont Know (26)
Money (9)
is it something to do with Tony Blair?
a tax company
A group of countries (4)
something to do with the United Nations
a car?
A new flag (2)
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How do you think the Euro might affect your life?
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How do you think the Euro might affect your life?
Positive
I would be able to spend my money in other
European countries
There would be a sense of unity
Complicated at first but fine once we got used to
it
Emotional
Rational
We will be saying How many pounds is that
We would have to put up with it
For old people it will be confusing
It would ruin the fun of having different
currencies
It would ruin the fun of having different
currencies
Shop keepers would put up the English price and
the Euro price
My Gran and Grandad wouldnt like it
I think it would make me and England poorer
Negative
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Do they know what the IMF stands for?
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Conclusions

• Travel technology are shrinking the world
• Shows us the similarities between kids in
  different countries
• Reduces the number of differences
• Kids tend to follow the same path, with different
  countries at different stages
• Takes less time for trends to move around the
  world making kids more similar more quickly
• Key themes and interests exist
• Media must be chosen carefully
• Global marketing is possible but local
  implementation still necessary