The study

Papagaio pipa

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
AIMS TO UNDERSTAND:
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

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 - 3rd wave

Papagaio pipa

Habits and lifestyle


35% of children over 4 years old play sports and 15% of them take an extra class in music, art
60% of mothers of kids aged from 0 to 6 years old add sugar to their child's food
Over 20% of children aged 3 years old or more have never been to a movie theater

Relationship with technology and new media


In 2017, 16% of 4-8 year old and 13% of 0-3 year old kids already watched more Netflix than pay tv or open tv
YouTube has became the leading platform for audio visual entertainment. More than 60% of children over 4 years old often access the platform
More than 57% of children over 7 years old access some social network

Consumption and engagement with brands


Over 50% of children usually earn allowance from parents and half of them save the money
70% of children go to a supermarket, and from 12 years old, 15% of them go alone
64% of parents find the child's opinion very important or important when choosing a new product or food brand