KIDDO'S

Description

KIDDO´S is an annual tracking study that has been undertaken since 2000. It provides insights and understanding of the habits and attitudes of children aged from 4 to 11 years in diverse countries in Latin America. It is a probabilistic quantitative study and the findings are weighted in accordance with the population of the city / metropolitan region, gender, age, economic class and subscription TV penetration.

A total of around 7,000 children are interviewed for the study, more than 1,700 in Brazil alone (1,200 children from 6-11 years and 500 aged 4-5 years), covering the main state capitals: São Paulo, Rio de Janeiro, Belo Horizonte and Curitiba, representing a projected base of approximately 2,500,000 Brazilian children.

The study areas have been consolidated into four main groups that enable greater comprehension of the childhood universe:

1. Leisure: free time, sports, music and reading

• Activities with parents and friends
• Visits to restaurants and snack bars
• Sports played and watched
• Equipment and toys owned
• Listening to the radio
• Going to the cinema and DVD rental
• Reading magazines, books and comic books

2. Consumption: food and beverages, technology

• Influence on shopping and purchasing power
• What they spend their pocket money on, money available
• Brand preferences in twelve product categories
• Ownership of computers, cellular telephones and video games
• Frequency and type of use of internet
• Use of online games, virtual communities and internet sites
• Preferred sites

3. Television: channels, programs and characters

• Preferred TV characters
• Preference for channels, programs, radio stations, sites, magazines and newspapers
• Preferred characters and merchandising
• Times and frequency of TV viewing
• Favorite programs

4. Relationship: family, school and world

• Types of school, extracurricular activities
• Preferred subjects and class timetables
• Appearance and social questions
• Opinions and attitudes, expectations for the future
• Age, occupation and level of schooling of father and mother

KIDDO´S is a study that is sponsored internationally by the children’s subscription television channels: Cartoon Network, Nick and Discovery Kids. In Brazil, Editora Abril also participates in the study. It is coordinated in Latin America by Markwald, La Madrid & Asociados, with MultiFocus being the institute responsible for the project in Brazil.

To see what is available in the Kiddo’s study, visit our Store

MultiFocus is recognized as a specialist in children’s studies, having presented the following works at congresses: