The study
The Project PapagaioPipa was born as a result of MultiFocus’s over 20 years experience with kids and teens
QUANTITATIVE RESEARCH CONDUCTED EVERY 2 YEARS, LAUNCHED IN 2012,
THE SECOND WAVE WAS CONDUCTED IN 2014;
THE THIRD WAVE IN 2017;
AND THE FOURTH IN 2019
THE SECOND WAVE WAS CONDUCTED IN 2014;
THE THIRD WAVE IN 2017;
AND THE FOURTH IN 2019
AIMS TO UNDERSTAND:
1- HABITS AND LIFESTYLE
2- RELATIONSHIP WITH TECHNOLOGY AND NEW MEDIA
3- CONSUMPTION AND ENGAGEMENT WITH BRANDS
1- HABITS AND LIFESTYLE
2- RELATIONSHIP WITH TECHNOLOGY AND NEW MEDIA
3- CONSUMPTION AND ENGAGEMENT WITH BRANDS
1500 IN PERSON INTERVIEWS
PARENTS, KIDS AND TEENS AGED BETWEEN 0 TO 17 Y.O.
ABCDE SEL
12 CAPITALS OF THE 5 BRAZILIAN REGIONS
PARENTS, KIDS AND TEENS AGED BETWEEN 0 TO 17 Y.O.
ABCDE SEL
12 CAPITALS OF THE 5 BRAZILIAN REGIONS
Approach areas
Family characteristics – sociodemographic; internet, pay TV, on demand resources and apps access
The entertainment universe - toys, games, tours, friendships
Technology devices they use, apps, on demand resources and content they access
Recall of advertisings and actions in shows, events, malls, Theme Parks, Fast Foods
Early childhood – 0-3 years old child’s habits, parents’ roles and responsibilities
The role of radio and magazines, comic books and collections
Which devices they use to access Internet, what they do, watch, play, buy online
Consumption power - possession of money and influence on family’s purchases
Children from 4 years old - school, extra activities, interests and aspirations
Behavior on TV - relationship with channels, programs, characters and products
Social networks, blogs/vlogs, Youtube – what they post, share, like
Preferred brands in 45 different categories, such as food, clothes, toys
Family characteristics – sociodemographic; internet, pay TV, on demand resources and apps access
Early childhood – 0-3 years old child’s habits, parents’ roles and responsibilities
Children from 4 years old - school, extra activities, interests and aspirations
The entertainment universe - toys, games, tours, friendships
The role of radio and magazines, comic books and collections
Behavior on TV - relationship with channels, programs, characters and products
Technology devices they use, apps, on demand resources and content they access
Which devices they use to access Internet, what they do, watch, play, buy online
Social networks, blogs/vlogs, Youtube – what they post, share, like
Recall of advertisings and actions in shows, events, malls. Theme Parks, Fast Foods
Consumption power - possession of money and influence on family’s purchases
Preferred brands in 45 different categories, such as food, clothes, toys
Outputs - 4th wave
Habits and lifestyle
41% of children of 4+ years old play sports; 13% of them take an extra class in music, art
In 2017, 51% of mothers of kids aged 0-6 y.o. added sugar to their child's food. In 2019, the number dropped to 39%
Over 20% of children aged 4+ y.o. had never been to a movie theater in 2017. This percentage grew to 30% in 2019
Relationship with technology and new media
In 2017, 13% of babies and kids aged 0 to 8 y.o. already watched more Netflix than Pay TV or Open TV. In 2019, the number rose to 23%
YouTube is among the audio visual entertainment’s leaders. More than 65% of children aged 4+ y.o. often access the platform
WhatsApp is the favorite social network for children aged 7+. Used by 77% of those who use a social network, the main activity is to share photos they took
Consumption and engagement with brands
More than 48% of children aged 4+ years old usually earn allowance from parents. 46% of them save the money received
70% of children went to a supermarket in 2017. In 2019, the number dropped to 60%
In 2017, 64% of parents considered the child's opinion important when choosing a food or brand. In 2019%, only 48% did