Grown-ups never understand anything by themselves, and it is tiresome for children to be always and forever explaining things to them. -Antoine de Saint-ExupĂŠry
Indian kids today are smart, savvy, aware and informed. They are influential and demanding in their own right, and are not afraid to give their opinions. They are constantly connected to each other and the world at large. Information and friendship is just a click or a text away for them. In the context of today's world, kids are not just influencers in family purchases, but bona fide consumers as well. The fact that kids under 1 15 years constitute 30% of the Indian population automatically draws attention to them. So what is it that makes them tick? EduMedia's latest initiative, Decoding Kids, tries to unravel the puzzle that kids are. It is a knowledgesharing and research platform for anyone trying to reach out to kids. EduMedia is a pioneer in the use of progressive media ventures to enable the holistic growth of children. Over the last 15 years, EduMedia has interacted with thousands of children of all ages and demographics. This specialized experience has given EduMedia an intuitive understanding of kids, their needs, what works with them and what doesn't, how they react and what they are influenced by. Decoding Kids aims to answer some of the biggest whys related to kids. For this, EduMedia's dedicated research unit set out to conduct extensive all-India surveys on various issues affecting today's kids. The topics of the research explored various aspects of a child's life. The surveys were conducted in 15 cities across the length and breadth of the country with over 3,598 kids between the ages of 8-16. This study tried to understand kids on a self-report measure that covered their lifestyle, consumption patterns, personal relationships, fears and concerns. The chapters in this book have covered various individual and lifestyle topics like 'What makes kids happy?', 'What do kids do after school?', 'Why do kids buy products?' and 'What do kids watch on TV?' On the family front, the study explores which family member kids are closest to and how family demographics shape the child's personality. Some topics are also about larger issues of the country – for example 'What are the biggest problems that India faces? After the research was collated and analysed, some findings helped understand kids better and others challenged pre-conceived notions about them. For example, non materialistic objects make kids happier than materialistic objects. In fact, they prefer intangible things like spending time with their family over the latest cell phone or video game. Also, did you know that more than 70% of kids today don't get pocket money? In addition, our research showed that 45% of adolescents are deeply affected by the communication gap that exists with their parents. Who would have thought that about seemingly individualistic teenagers today? And contrary to popular expectations, when kids buy products they actually look at the quality of the product rather than be swayed by celebrity endorsements. As EduMedia's study reveals, kids today are self-sufficient individuals but they are also constantly seeking approval from their parents, friends and society. They are smart and insecure, anxious and overconfident, shy and opinionated – all rolled into one. The world of kids will always be mysterious and contradictory. So happy decoding!
How it all began... What do you want to be when you grow up? 4-year-old: CAT! Before you think this is the beginning of a Dr Seuss or Haruki Murakami story, let us inform you that none of the characters above are fictitious and resemblance to any persons living is purely intentional. Flummoxed? Bewildered? Puzzled? Kids throw you off. They are unpredictable. They challenge and change the way you look at reality. They reveal truths that amaze you and turn your meticulously acquired knowledge systems upside down. There's always more that meets the eye. Yes, anything seems possible. Cows can speak and kids can grow up to be cats! Well, not really, but close. The inner world of kids seems distant and mysterious to adults. There are just so many grey areas which are undiscovered. But we were prepared to take up the challenge. Armed with a whole lot of queries to decode kids, we set out on this quest. “What are your dreams and goals?', 'Who is your role model?', 'Who is your favourite superhero?', 'How much pocket money do you get?', 'What TV shows do you like to watch?', 'What do you worry about?'. We were curious about everything! Some of the answers shocked us, some surprised us and some left us in awe. Others left us dumbfounded and speechless. We spent endless nights understanding and interpreting the answers and in the process managed to let loose the child within us. So here we are, with a book full of answers for you. Decoding Kids has been a fun and exciting journey for us. We hope our findings and insights are as enlightening to you as they have been to us. The quest to understand the constantly dynamic world of kids is an endless one. This is just the beginning. Welcome aboard.
Conceptualised By: Tabassum Modi Supervised & Edited By: Neha Jain Pooja Das Sarkar Researched & Written By: Ankita Joshi Devina Wallang Mayuri Kavle Rijita Bharadwaj Simran Luthra Smitha Nandakishoran Designed By: Vasudha Mehra Photographs By: Kishen Nanjappa Sabbah Haji Images of: Students of Haji Public School, Doda District, J & K, Partcipants of Horlicks WizKids
- Decoding Kids Team
About EduMedia is a pioneer in the use of progressive media ventures to enable the holistic growth of children. Using its vast experience, creative methodology and many years of research, EduMedia has continuously created inspiring and innovative offerings that have revolutionised the education industry in India today. With 15 years of experience of working with kids, EduMedia currently comprises of four major verticals. Each vertical offers a unique product or service: Krayon, Activity, Mentor and School Cinema aim at empowering children and educators through events, training, publishing and films. Through its verticals, EduMedia reaches out to over 3 million children in 30,000 schools annually. EduMedia's latest initiative, Decoding Kids, is a knowledge-sharing platform to enhance the understanding about kids amongst people who want to engage with them. EduMedia's internationally recognized research in the kids’ segment has been published in various International journals. Its children's films have won National Film Awards and have been featured in over 25 International Film Festivals. In addition, Edumedia’s specialized, award-winning events have positioned it as the leader in the kids’ edutainment business.
04 What makes kids happy?
20 Why do kids prefer western wear?
06 How much pocket money do kids get?
22 What do kids do after school?
08 Why will kids try a new product?
24 Does gender bias exist in kids today?
10 Family Demographics kids belong to
12 Who are kids closest to in their family?
14 Do friends have a bigger say?
C O N T E N T S
26 Are kids aware of current affairs?
28 What are kids watching on TV?
30 Top 5 favourite TV channels
16 Kids’ biggest issues with family & friends
32 Top 10 favourite ads
18 What are kids most conscious about?
34 Why do kids like ads?
What makes
kids
happy?
Contrary to popular belief, kids today seem to find happiness in non-materialistic things and value relationships and spending time with family and friends higher than the latest cell-phone!
Y
ou walk into a shop to buy something. You're browsing happily, contemplating what to buy next and how it will affect your pocket. Suddenly you hear thumping of feet and a shout saying -“Mom, buy me that toy!� Irritated, you walk a little further away from the tantrum throwing kid and what do you find? You overhear a father coaxing a teenager to study in exchange for the latest PS3! Toys, gadgets, games, cell phones, the Internet and video games – these things would make any kid happy, right? Wrong. A common misconception about adolescents is that they are selfish and only care about materialistic things. Our research shows that this in fact is not true. This survey, conducted amongst kids between 11 and 14 years, shows that most adolescents find happiness in non materialistic things. Going by the result of the survey, it is revealed that in fact kids derive real happiness, and not just a transient sense of joy, through more intangible things like love, self-esteem, time spent with parents and the joy of a real, nurturing relationship with friends and family. Shocking isn't it? It makes one ponder over a number of questions:
Is it the kids who want the fancy gadgets and the materialistic things or is it an easy way out for parents? Is it a guilty parent who thinks that expensive gifts will shut the kid up and prevent him from complaining about the lack of time spent with parents? If so, then what are the long term ramifications of such an attitude?
04
The results of long term replacement of love and affection with materialistic objects could have a number of after effects. The child could have a misplaced understanding of emotions – equating it with the tangible gifts that he has been receiving for no effort on his part. It could lead to stunted emotional growth and a complacent attitude to hard work. A little bit of attention and appreciation - that’s all kids want. Not too tough to make them happy, is it?
“I like spending time with my family!”
“When my parents appreciate me, it makes me happy!”
“Winning competitions & games makes me happy!”
Respondents (in Percentage)
“I feel happy when I get good marks in my exams!” Non - Materialistic possessions
Materialistic possessions
100
74 68
65 57 43
50
35 32
11
12
26
13
14
Age (in years) Sample size: 1080, No of Cities: 8
05
How much Pocket Money do kids get?
More than 70% kids are getting very little or no Pocket Money at all!
M
oney makes the world go round and children at some point of time or the other must learn the language of money. Pocket money is generally given to children so that they can take care of petty expenses. This amount can be given on a daily basis, every week, every month or as and when children require it. As long as children have the freedom and the choice to spend the money, it is termed as pocket money. Pocket money is often a potential battlefield with different people holding different perspectives to this particular subject. So, what are the latest trends when it comes to pocket money? Our research highlighted that a fairly large percentage of children (36%) receive no pocket money at all. Either the parents buy what the children want or they give money on an adhoc basis. These children also get money on different occasions or festivals.
06
Another common belief that people have is that children today get a startling amount of pocket money. The study contradicts this perception again revealing that 39% of children do get pocket money – but less than Rs. 500 per month. What does this current trend in pocket money levels indicate? Does having pocket money actually matter? Do making financial decisions impact children's development?
It surely seems that the concept of pocket money has become redundant! Or is it that kids have access to any amount of money all the time?
Like everything else, people have their own takes on pocket money. Some people feel that giving children pocket money is not very advisable. Children may forget at the end of the day that the money they have as pocket money is actually their parents' money, unless they have earned it. Pocket money can lead to fights and unhealthy competition amongst children about the amount they get. Having pocket money offers numerous advantages. It is a good way to teach the basics of money management. It allows children to make their own financial decisions, thereby creating a sense of independence and providing them with a platform to learn about spending thoughtfully and saving. They begin to understand that money is limited and they will need to always choose between their various desires to ensure correct use of their pocket money.
Giving pocket money to children also makes them feel that they are an important part of the family since they know that they get a part of the family's monthly income. In some families, parents encourage children to take up small chores to earn their pocket money. A good time to give children pocket money is once they start staying away from their parents – when they go to school, sports classes, tuitions etc. It is essential however to explain to them the concept of pocket money, where the money comes from and how it can be used. Sometimes parents can be too strict with their children in terms of pocket money, which can be counter-productive as it may lead to stealing, borrowing etc. However, there should be a limit on the pocket money given to children so that they are able to learn the true value of money and grow into responsible human beings.
Percentage of children getting pocket money
36.1% No pocket money
39.4% Below Rs.500
13.6%
501-1000
5.5%
1001-2000
5.3%
Above 2000
Sample size: 507, No. of Cities: 1, Age: 8-14 years
07
Why will kids try a new product?
08
T
here was a time, not so long ago when children were nothing more than future consumers. Children bought candies and pencils and occasionally a soft drink or a toy! Some children were given a small amount of pocket money and most of them would land up saving that money. As such, marketers did not think of them as consumers. Children are now a prime target for marketers and they are viewed as a viable market by many manufacturers and retailers. Right from books to clothes to food to toys, there is an ever growing presence of marketing forces directed at children. It is true that children today have more money at their disposal compared to the previous generation. The question is – what drives children as consumers? What influences their purchasing choices and decisions? It is a well known fact that children often shape the buying patterns and influence a major chunk of purchasing decisions of their families. According to our research, 46% children make purchasing decisions based on what is recommended by their parents. Indian children still hold their parents as their strongest role model and greatest influence. They look up to them for support, guidance and encouragement. Since, it is the parents who provide the funds for children to spend and buy, children do consider their parents' suggestions while buying a new product. Hence, when it comes to products for children, marketing is a delicate balance between what children want and what parents determine is appropriate. If marketers appeal to both groups by using creative and innovative ways, whatever the product, it is more likely to be successful.
46% Suggested by Parents
18% Suggested by Friends
14% Influenced by TV ads
9%
8%
Read about it
Influenced by Promos/events
Sample size: 2176, No of Cities: 7, Age: 8-16 years
3.6% Others
1.4% Influenced by Celebrities
Another important factor influencing children's choices and purchasing decisions is their peers and friends. Peers influence children's decisions with regard to some products and the influence becomes greater as children grow. According to the survey, 18% of children decide to buy a new product because their friends buy it or recommend the same. Since every kid belongs to a group of some sort, rather than get left out, children purchase products that make them fit in. The survey also discloses that 14% of children buy something new because of an advertisement that they have seen. Younger children tend to believe ads more than older children, but nonetheless, advertisements still impact children's spending decisions. What is surprising is that only 1.4% of children get influenced by celebrities. Most children want to stand out and not necessarily follow their favourite celebrity's footsteps. Some children also feel that celebrity endorsement doesn't necessarily make a product good.
09
Family Demographics kids belong to
I
f we consider cinema to be a reflection of society, then all the Karan Johar and Rajshree movies can be completely justified. But do we really see that in real life? Are all those happy families living in complete harmony or is that just a mirage?
Statistics suggest that the percentage of joint families in India is around 36%. So, how does it feel when you are raised in a joint family? 13 year old Amruta Joshi says, “It's like a 'no burden' situation – which includes gifts from a lot of uncles and aunties on all the occasions and chaos all the time!” The advantages of a joint family are kids know how to share, express themselves and respect elder ones. Security is another aspect that's taken care of in a joint family. But at the same time ‘everything ready’ situation can create lazy kids. They don't know how to handle responsibilities, lack independent thinking and thus personality development is arrested.
10
80
Percentage of Families
Now, let's talk about the nuclear family also called the ‘ideal family’ as per today's context. According to our survey, 41% of the Indian families have a nuclear structure. In nuclear families, there is more space for individuality and self-expression. Nuclear families make the child more independent and self-reliant. This independent streak can come in handy, as the kid grows into an adult and has to make many decisions himself. When both parents are occupied with their jobs for eight or more hours per day, there are obvious effects on the family. On the positive side, the family has an increased income and thus fewer financial stresses. But most parents do regret that they don't get enough time to spend with their kids.
67%
60
40
20
19% 11%
3%
0
1
2-3 3-4 5 & above No. of children in the family
Sample size: 1080, No. of Cities: 8, Age: 8-14 years
Interestingly, 23% of the Indian families are single parent families. Migration, separation, divorce and widowhood are influencing this trend. While mothers often head such families, fathers or other female relatives may also be single parents. Single parent families make kids responsible and independent at an early age.
41% 36% 23%
Jo int
Family structure impacts the overall development of kids. Their thinking ability, their individuality and in a way their future is affected by it. But finally, if the parents and other family members are clear about the way they want to raise a kid, family structure won't be an issue and a kid will definitely turn into a balanced and sensible individual.
ar
e cl
Nu
The family types also affect the kind of influence kids have on family purchase decisions. As per the Tinson et al. (2008) research, for purchase decision making and significance of family types, kids from single parent families are actively involved in the purchasing decision and influence it as well, whereas kids from joint families have a limited role to play in it. They are only involved in sourcing out the options like possible places to go for a family holiday. In a nuclear family, parents have the final say, but the involvement of the kids is impressive as they are definitely the 10 influencers. That's the reason, in a lot of commercials now a days we see kids even if the product is not directly targeting them.
rent
le Pa g n i S
DID YOU KNOW?17 - 20 ? The average ? A 3-year ? Fathers ? On an
age children begin to use a microwave oven is seven
old boy's voice is louder than 200 adults in a crowded restaurant
tend to determine the height of their child, mothers their weight
average, a 4-year-old child asks 437 questions a day
Walt Disney, the creator of Mickey Mouse, was actually afraid of mice!
?
The Average lead pencil can draw a line of almost 35 miles in length or roughly 50,000 words!
?
The first superhero introduced in comic books was Batman in Detective Comics #27 (cover dated May 1939)
?
11
Who are kids closest to in their family?
I
ndia has always given mothers a special place - be it referring to the country as Bharat maa, or Amitabh Bachchan's films portraying the ever-forgiving and sentimental mother figure, right up to Darsheel Safari making all our hearts ache with love for the mother figure in Taare Zameen Par in the song 'Maa'. But the question is does this aspect of popular culture represent reality in the present times? Given that we have more working mothers than ever before and that the role of fathers has undergone a significant change, has the centrality of the mother in the family also seen a shift? So what does the family unit look like these days? Gone is the authoritarian Victorian father who could not be approached. The new-age father can easily double up as the mother and contribute to child-care, cooking and being available emotionally – particularly in nuclear families. The emergence of nuclear families has also had a role to play in these new equations because grandparents, uncles and aunts and cousins may not be as easily accessible as they used to be. Sibling relationships typically remain the same – of love and simultaneous hate. But the one constant that remains is that of the mother being the most significant member in the immediate family for the child. Our survey results indicate that children share the most comfortable relationship with their mothers, primarily because they find it easy to share their feelings and problems with mothers. Mothers are also perceived by their children as being worthy of confiding secrets in.
12
A quick look at how the other family members have fared on the survey would also be quite telling: Fathers needn't lose heart, as they come second for the family member children are most comfortable with. Between the siblings, it's no surprise that sisters win against brothers by a significant margin. Cousins bond well too, it appears, as they rank right after siblings, followed by grandparents, and then by uncles and aunts right at the bottom. After parents it is thus the peers in the family who can be trusted most by children it seems. Grandparents, often accused of being over-indulgent, are unable to match up to siblings and cousins. Children’s lives these days are significantly different from how they used to be even a couple of decades ago. Stress, competition, increased media exposure, peer pressure and parental expectations are significantly higher. In such an environment it is imperative for the child to have the comfort level to openly share, discuss, debate events, situations and emotions with someone in the family who is deeply invested in the child. The fact that the most preferred family member for this happens to be the mother means that the demands on working mothers increases as does the responsibility on mothers whether or not working, to support their children through perhaps the most critical and difficult stage of human life. In times where most other relations are undergoing shifts and changes, to still have the mother as the person who kids are most comfortable with, is reassuring. The vote of confidence in the mother perhaps is also an indicator that some things don't change and perhaps desirably so, since this is an aspect that has been consistent through the years. Mothers are the most popular confidantes for children, particularly during adolescence. Moms are winning hands-down! Are the dads listening? They have tough competition and should take it seriously.
Cousins 6%
Father 14%
Brother 8%
Sister 13%
Grandparents 5%
Uncle Aunt 2%
Sample size: 1080, No of Cities: 8, Age: 8-14 years
Mother 52%
13
DO FRIENDS HAVE A
BIGGER SAY?
“He wants to spend more and more time with his friends and is hardly ever at home”
“She considers her friends’ opinions to be the gospel truth and does not even bother to take advice or suggestions from us anymore.”
Rants such as the above from parents of young adolescents – Strike a chord? 14
Parents and other adults could become concerned when they see their children becoming preoccupied with their friends. “Friends” – A single word that elicits strong emotions from children and parents alike. When they are younger, children are actively encouraged by parents to seek and make friends but ironically as they grow and approach adolescence, it frequently becomes a bone of contention between parents and their children. Bitter battles between parents' insecurities and their childrens' frustrations are regularly fought on the home turf. Is there a silver lining to this cloud of mistrust and paranoia? Well, going by the results of our survey, the answer is a yes. While it has come to light that children increasingly rely on friends' opinions as they grow older, parents continue to remain the most influential factor in their lives. Thus it will be heartening for parents to note that the bigger role played by friends in a child's life does not in any way, undermine the relationship with their parents. 2
100 Sample size: 1080, No of Cities: 8
Percentage of children seeking advice from friends
In fact, according to Maria R T de Guzman, who specializes in studying adolescent behaviour, “Parents who continue to communicate with their teens, even when there are conflicts, actually maintain closer relationships.” Many parents worry that adolescents might fall under negative peer influence or reject their families' values and beliefs and engage in high-risk behaviour. The adult perception of peers as always being a unified front of dangerous influence is inaccurate and the concept of “negative peer pressure” has been overemphasised.
80 60 40 20 0 11
12
13
14
Age (in years)
In actuality, peer influence is more complex than our stereotype of the negative influences from friends and it can be both positive and negative. Though they have the potential to encourage problematic behaviours, more often than not, peers reinforce family values. While we tend to think that peer influence leads adolescents to engage in unhealthy and unsafe behaviours, it can actually motivate them to study harder in school, volunteer for community and social services, and participate in sports and other productive endeavours. In fact, most adolescents say that their peers encourage them not to engage in drug use and sexual activity. Secondly, peer influence is not a simple process where adolescents are passive recipients of influence from others. In fact, peers who become friends tend to already have a lot of things in common. Peers with similar interests, similar academic standing and who enjoy doing the same things tend to gravitate towards each other. So while it seems that adolescents and their friends become very similar to each other through peer influence, much of that similarity was present to begin with. If parents make attempts to learn to trust their children and their children's friends, it will undoubtedly help children experience the family and the peer group as mutually constructive environments. “Friends” will then cease to be a distasteful term in parents' dictionary.
15
Kids’ Biggest Issues with Family & Friends? Percentage of Kids
50
Communication Gap Failure of with Parents Parents’ expectations
Parents’ Fights
45%
Peer pressure
41%
25
Sibling rivalry
36% 35%
16%
Substance abuse 1%
Issues faced by Kids
16
Sample size: 1080, No of Cities: 8, Age: 8-14 years
C
hildhood – that golden phase of human life when you are free of worries, stress and concerns! Isn't that how we all mostly look upon our growing years? Children too must often look at adults and wonder what in the world it is that adults are so worried about. However, come adolescence and the transition phase from childhood to adulthood begins. So how can the worries be far behind? Our survey about the top concerns and issues that children have with family and friends has some telling results. The topmost concern or issue for children today is having a communication gap with their parents. Surprised? Adults mostly think that it is parents who are concerned about not communicating enough with their children. Well, turns out, children today are also bothered about having communication problems with their parents.
The second biggest concern for children is fear of failure owing to parental expectations. The pressure to perform academically is extremely palpable in children and for 41% this is a huge issue. Parents have high and at times unrealistic expectations and demands of children. The fear of letting parents down, is a big reality for a lot of them. Parents reign supreme as the top three causes of concern for children. Parents may be little aware of this but 36% of kids are distressed because of parental fights. It might not be very apparent to parents, since children may choose not to share, but this is a major area of concern for older children. At an equal footing stands the force of peer pressure. When kids interact with each other so closely, they begin to hold each other as role models of sorts. Comparisons, competition and the pressure to conform have become issues that children are getting increasingly affected by. In the present culture of consumerism, kids want the latest gadget or gizmo their friends have. Matching up to what peers have or what they are doing is a big deal for children with 35% feeling that this is a top concern. Kids are often compared to their siblings by parents, relatives and even sometimes by teachers as a tactic to encourage better behaviour or performance in studies which often gives way to rivalry between siblings. No one likes comparisons or competition, but children these days don't seem to be much perturbed by the phenomenon of sibling rivalry, with just 16% of our sample size feeling the pressure from their brothers or sisters. While parents might be considerably concerned about the dangers of drugs that loom large for children at this age, adolescents themselves are hardly concerned about the issue of substance abuse. A mere 1% of our respondents listed substance abuse as a top concern or worry. The survey reveals that kids today are grounded, practical and quite mature. Their issues and concerns are also very real. So maybe they should be
History of Nursery Rhymes 11 Nursery rhymes originate from British folk lore. Their origins had various purposes; some had hidden political messages; some commemorated historical events; some were devised to teach children a lesson; some were used for their sing song rhythms to soothe a baby or to interact with a toddler to make them smile and laugh. Here are what some of them meant: ? Baa baa black sheep is about taxation. One third of crop to master, one third to church and one third left to live on Humpty Dumpty is about a real cannon that accidentally fell off a castle wall in Scotland. ? London Bridge did burn down
17
What are Kids
Most Conscious about?
Do you remember the time when you were 13 years old?
T
he world suddenly seemed overwhelming and judgemental. On one hand, there were parents breathing down your neck to excel at studies, and on the other were friends and the media at large forcing you to break away from all the shackles that held you back. Chaos was the operative word and you often felt like climbing back into a shell and not waking up till you were an adult with full-fledged skills to face the world.
Speech 35%
Intelligence 26%
Sample size: 1080, No of Cities: 8, Age: 8-14 years
18
Looks 16%
Dress 13%
Sense of Humour 10%
All of us have to go through the rite of passage known as adolescence. It is often said that the teenage years are the 'best years of one's life'. However, this is only part of the picture. Life for many adolescents is a tug-of-war filled with mixed messages and conflicting demands from parents, teachers, friends, family and oneself. As teenagers grow, they negotiate a path between independence and reliance on others often leading to a confusing phase where they feel shy and awkward, doubtful and withdrawn. The two important developmental tasks associated with adolescence are: - To become independent and responsible for their choices and actions - To establish their identity and develop a sense of who they are In the quest for achieving these tasks, every teenager will face some fears or doubts. So what are the greatest fears of adolescents in the course of their growing up? Our survey revealed that adolescents are most conscious about the way they speak and present themselves to others. They worry a lot about what other people think of them and tend to take other people's criticism more seriously than intended. The survey reveals that the second most prevalent reason for being conscious is intelligence. Some of the responses of the kids are:
ing as read and w I e c ss “On “I fear being around intelligent re in claple of u t a r e t li u o c people because I feel guilty made aall my friends when I am unable to compete ; s mistake e fun of me. hed with them. Once I took part mad s too laug d r o e o h in a debate competition where g c My tea d I feel I am n many students spoke fluently a at me for nothing.” on the topic but I could not, I felt dumb.”
“I can in wo ’t expres s rd with m s when I myself inte an I hes y people ract itate and to pe talking ople. ”
Adolescents feel that they need to have a good personality which is a combination of having good looks, sounding intelligent and speaking well. As an adolescent's social world expands, contradictory self descriptions increase. They frequently agonize over and question 'who is the real me?' A 12-14 year old might mention opposing traits such as being shy and outgoing at the same time, or being intelligent and air headed. These disparities result from social pressures to display different selves in different relationships. Adolescents are very pre-occupied with being liked and viewed positively by others. One of their greatest fears is being different in some way from their friends. They want to dress, look and talk like their friends, so that they can feel like they are a part of the group. Teenagers are egocentric and they believe that others are as preoccupied with their appearance and behaviour as they are. As a consequence, they anticipate other people's responses and thoughts about 3 themselves, and, in a way constantly create or react to an imaginary audience. But the good news is that teenage is shortlived. As are its pains. And whoever said growing up was going to be easy?
Who wrote the song 'Happy Birthday To You'? 15 This catchy four-line ditty began its life in 1893. Written by two sisters from Kentucky, Mildred and Patty Hill, it was originally titled “Good Morning to All,” and supposed to be a classroom greeting from teachers to students. To this day, no one knows for sure who wrote the new words to Mildred Hill's melody, or exactly when it happened. “Happy Birthday to You” first appeared in a songbook in 1924, edited by Robert H. Coleman. The words were presented as an alternate second stanza to “Good Morning to You”. Aided by radio and films, this new stanza became hugely popular and soon overshadowed the original lyrics.
19
WHY DO KIDS PREFER
WESTERN WEAR?
So you thought that Kids today follow celebs or imitate friends when it comes to FASHION? The answer is a resounding NO! They do follow fashion but don’t ape anyone. When it comes to deciding what they want to buy, it’s THEIR CHOICE THAT RULES! 20
C
38%
hildren these days are exposed to a lot of varied choices. Every product in the market – be it chips, chocolates, note books, pencils, clothes and accessories, makes a lot of effort to reach out to children. They engage influential celebrities to get their attention. But are these brands targeting children on the right track? Our survey revealed that 72% of children like to wear western apparels. Needless to say that our markets are flooded with western wear and every passing day a new brand comes up with old wine in a new bottle. But why do kids want to make western wear as a part of their daily wardrobe?
Looks Good on me!
34%
Most of us tend to think that kids these days are highly influenced by the media or maybe they try to ape their friends. They see glamorous actors and models adorning clothing and accessories, making it all look very attractive and easily accessible in the markets. We think children tend to follow their friends' fashion advice in order to be accepted and acknowledged in a group. But in reality it is a different story.
Cool & Fashionable
Statistics show that only 2% children are likely to ape their favourite celebrity and only 4% would like to follow their friends, when it comes to clothing. So it seems like it is not word of mouth or the glamorous TV advertisements that are luring children to the markets these days.
22%
22% of children choose clothes which are comfortable. Children prefer western clothing because it is hassle free and they feel at home in them. Comfort is a major criterion for children these days because they are engaged in a number of activities. However 34% children prefer western clothes because they think they are fashionable and cool. This shows that children are extremely fashion conscious and there is a need to look 'cool'.
Comfortable
4% They want to make their own fashion statement by being an example and want others to ape them. Each one of these children wants to portray a certain kind of image in front of their peers. They want to be unique by following their choice of fashion trends. They want their clothes to do the talking and western clothing seems to do just that for them. When we talk about clothes and accessories, we cannot ignore the 'looks' factor. The need to look good is prevalent among children as it is in adults. Hence 38% children prefer western wear as it makes them look good. They want acceptance & acknowledgment as they are very conscious about their body image.
Friends wear it
2%
Childhood is a very crucial stage for growth and development in one's lifespan. External factors and the immediate environment play a very important role in nurturing a child. We need to realize that children are highly exposed to all possible influences today and have to take their own decisions and make their own choices. Sample size: 1080, No of Cities: 8, Age: 8-14 years
Celebrities wear it 21
O D T A O WH D S D KI R E T F A ? L O O H C S
C
hildhood is supposed to be the most beautiful part of one's life. But has childhood lost all its charm? Children seem to be bogged down with too much pressure and expectations to excel. They spend at least 8 to 10 hours in school. Assuming most children finish school by 3 pm, they are left with about 7 hours before going to sleep. Besides the amount of time that these children spend on travelling, do they actually have time left to play with their friends, pursue their talents or even spend quality time with their family?
Our survey revealed that about 35% children attend coaching classes after school. Children often join school enthusiastically, but as they grow and move up to higher classes, the increasing workload consumes all of their leisure time. Today, it seems like every child needs to be a super achiever in order to survive. The pressure on them to excel not just academically but otherwise is tremendous. That's the reason they need to join coaching classes in the first place. Many children find it difficult to cope and draw a balance between academics and extra-curricular activities, so they land up compromising on one or the other. Their busy work schedules often cause a change in their mindset. Learning now becomes a chore rather than a positive and constructive experience. In addition, excess pressure, expectations, coaching classes and assignments often act like a battleground and affects family life. As a result, the only interaction they have with their parents involves arguments about homework and academic achievement. Children tend to also ignore their health, either by not eating the right food, not exercising enough or sleeping right because of lack of time.
I love to play but there is so much home work and tuitions that I don’t get time to do what I want..
To be successful you have to score high marks & be a topper!
22
There is just so much pressure to do well in studies
I may have to stop my dance classes because I will be in 10th next year :(
I would like to hang out with my friends but I have extra classes
Although a sufficiently large number of students spend their time in coaching classes after school, our survey also shows that a decent amount of children still enjoy the benefits of being a kid. 65% of them are spending time playing or engaging in other stress-free activities like hanging out with friends and watching TV. Television can be an excellent educator and entertainer, but in moderation. Just like excess of homework and coaching classes can be harmful, so can excess of television watching. Research has shown that children who 4 consistently spend more than 4 hours per day watching TV are more likely to be overweight. Those who view violent acts are more likely to show aggressive behaviour but also fear that the world is scary and that something bad will happen to them. The fact that kids are still playing, relaxing and hanging out – with no structured activity is definitely a good sign. A child left on his own – with his imagination running free, experiences one of the unique joys of growing up. So maybe the charm of childhood is not lost after all!
12%
35%
Spend time with Family
Attend coaching classes
22% Play
22%
Watch Television
4% Hang out with Friends
5% Relax
Sample size: 1080, No of Cities: 8, Age: 8-14 years
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Does Gender bias exist in kids today? How can you play with dolls? You're a boy! Hahaha! He likes pink! What a girl! Cars are for boys! Let's play house-house.
K
ids say the darnest things! And if you listen carefully and perhaps a little critically, you'll see how closely they listen, observe and perceive reality around them. From a very young age, say by around 2-3 years,
right around the time children learn to speak, they also start articulating whatever they have internalized
about gender roles and identities. Statements like the ones above are made by very young children and this at least continues till the period of preadolescence, if not beyond. Of course, we also hear adults speak in this manner and ascribe certain behaviours, tastes & habits very rigidly to either men or women – as masculine or feminine attributes. Such stereotyping of behaviour is actually the result of the child's attempt at understanding the world better, by classifying information or categorizing reality. Our advertisements are further affirming gender stereotypes like ‘mom in the kitchen’ and ‘dad in the office’. So when the little boy sees his mother doing the cooking and his father reading the newspaper, he automatically replicates that reality when he's playing with his female friend and makes her play the role which involves domestic work and pretends that he is working hard in office.
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Watching action films which mostly always have men, makes kids believe that men are stronger and women are weak and fragile creatures, who need protection. Boys may subsequently make fun of girls and refuse to play with them at times, considering them unequal. Even the kinds of toys that are popularly associated with boys and girls are extremely gendered in nature and only help to foster gender roles and stereotypes. So, for the girls it's all things sweet and nice – dolls and dresses, cooking utensils and makeup; while for boys it's the cars, the blocks and the guns. Little do parents realize that by conforming to these commonplace gendered notions of 'appropriate' toys for their children, they are making them a little more closed towards experiences of the opposite gender. School is another major site of socialization of children into gender roles. A lot of things that we take for granted, such as boys and girls standing in separate rows, or it being mostly girls who sing in the morning assemblies, or only boys playing cricket or other sports, impact children's schemas about gender identities. This is what makes the “hidden curriculum” of the school; a term coined by Philip Jackson, which refers to the fact that any learning experience “may teach unintended lessons”.5 What hidden curriculum in schools achieves is the reinforcement of social inequalities, with gender inequality being a very prominent one. As per our survey, 63% of kids think there are certain activities only boys or only girls can do. 35% kids have a negative attitude to gender roles. But human agency goes beyond socialization. By the time children reach adolescence, they begin to be more critical of the reality around them and realize that girls are not dumber or weaker than boys, or that boys are not always just interested in roughhousing – they too might in fact be gentle souls. This is also the phase when teenagers try to define themselves against what they perceive in society. This phase hence has the positive influence of making adolescents becoming less rigid about gender roles. Of course, some people never grow up and one finds instances of gender stereotypes even in seemingly mature adults. But one always hopes that humanity moves towards a gender equal world.
The truth behind Pink for Girls and Blue for Boys13 Post WWI, in June 1918, the Earnshaw Infants' Department publication (America), instructed parents that “pink, being a more decided and stronger color, is more suitable for the boy, while blue, which is more delicate and dainty, is prettier for the girl”. Some argued that pink was a close relative of red, Which was seen as a fiery, manly color. Others traced the association of blue with girls to the frequent depiction of the Virgin Mary in blue. But during WWII, blue was used extensively for men's uniforms. Therefore, blue became associated as more of a masculine color. From the 1940's onward, pink was pushed to be a woman's color and blue a man's.
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ARE KIDS AWARE OF CURRENT AFFAIRS? I
ndia has approximately 1.2 billion people. Out of this, there are 230 million teenagers, who make up an 6 estimated 19.3% of the total population. This makes India the country with the highest proportion of teenagers.
These teenagers are future citizens of India who will be responsible for the governance of our country in the not too distant future. It thus becomes relevant to know what this sizeable demographic thinks about India and the challenges that the country faces at present. Indian teenagers are amongst the most aware and informed as is evident from the results of our survey conducted to study the awareness of current affairs among children of ages 11-14. As they grow older, there is a steep increase in the number of children who read newspapers or watch the news on television. It is only natural then, for such well - informed teenagers to have formed definite opinions about their country, its issues and challenges. Percentage of Kids who read news
90% 87% 87% 68%
13 years
12 years 11 years
10 years Sample size: 1080, No of Cities: 8, Age: 8-14 years
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When the participants of the survey were further asked, “What is the biggest problem our country faces?”, the over-riding majority of adolescents display a reassuring maturity and awareness when they state that the biggest problems in our country are because of manmade disasters. Under manmade disasters they categorize pollution, water shortage, deforestation, global warming, fire accidents and air crashes as the most prevalent problems. Natural disasters like earthquakes, tsunamis, floods etc. came second since teenagers commonly feel that as a country we don't really respond very effectively nor are we equipped to deal with these issues. Terrorism is also perceived to be a big threat as it disrupts peace and costs the country a number of innocent people's lives. A handful of students feel that on account of religious biases, cultural differences, poverty etc., national integration is at stake and as a result, these constitute the biggest problems of the country. By virtue of being born in these tumultuous times which have witnessed radical shifts in lifestyles and world politics, these are youngsters who have seen the far-reaching effects of catastrophes like global warming, terrorism, accidents and earthquakes.
Perception about the biggest problems of the country
48% 19%
Manmade Disasters Natural Calamities Terrorism National Integration
8% 25%
Teenagers experience an umpteen number of stresses in their everyday life. To add to this, they are also concerned about problems affecting the country at large. By themselves, teens can do little when it comes to these issues that plague the country. This is when parents, teachers or other adults in the society serve as a support system. Such problems may come and go, but they are very real to teenagers who have to deal with them. If we want the future generation to be happy, secure and self-reliant, it's time we try to figure out ways to deal with such issues and ensure that teenagers and families are better prepared to face them.
“Violence because of religion is just unacceptable to me, I wonder what people think they will gain from this.” “I feel very unprepared and unsafe when I read about disasters in the newspaper. They should prepare us for what to do in such situations.” “Very often people don't think before cutting down a tree, polluting a river or killing animals…it leads to such big problems.” “I am scared when there are disasters like plane crashes or a fire breakout. I don't know what to do”
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WHAT ARE KIDS WATCHING ON TV?
E
very day thousands of children come back to an empty house. Every week thousands of parents decide to leave them home alone while they go for work, run errands or go for social engagements. It is estimated that at any given point of time, approximately 40% children are left alone at home. This is why the dawn of 21st century has been marked by a huge rise in dependence on technology for instant companionship.
Surveys reveal that the current generation of teenagers spends 10 hours a week on some sort of media, 2 hours on social networking sites, 1.6 hours on the phone, and 4 hours 23 minutes a week on computer games. While 66 per cent carry mobile phones to school, 47 per cent can't live without TV. 7
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The empty parks and playgrounds give us the message that today's children have other avenues of entertainment that is keeping them occupied in their houses. They have a very hectic schedule which hardly leaves any time for them to do anything else. After a busy day at school they head for their various classes and tuitions. By the time they come back home, they are already exhausted and would prefer to just sit back and relax. The television and the internet then become their only source of entertainment. Given this scenario, it is no wonder that children form a considerable chunk of the audience for TV shows. This has led to a large number of programmes and shows being specially tailored for children in each and every TV channel. TV viewing has become a prevalent practice among children today and it has no age bar. Research states that infants and toddlers watch a screen for an average of 2 hours a day.8 It is very interesting to see how children are glued to media and technology. Their mother's dinner calls might not manage to get them home as fast as the anxiety of missing their favourite TV show. Today's television offers a huge variety of shows and there is always something available for each and everyone. This rising number of shows and programmes directed at a younger audience makes it very convenient for children to find a programme of their liking. In this era, where young minds are flooded with choices left to their discretion, it is very interesting to see what captures their attention. Our survey revealed that comedy is the most preferred genre of TV shows amongst adolescents. At the end of a tiring day who wouldn't want to watch a light hearted laughter riot? Children find comedy shows not only hilarious but also very refreshing. Most children have their daily set of stresses and watching comedy helps them relax and calm down. They also prefer watching comedy because it aids in elevating their mood. Besides comedy, children also like watching the genres of horror and thriller, especially the pre-teens. Most of them favour this kind of content because of the mystery, fear and suspense. Some of them feel that this content is about extraordinary situations that are unlikely to happen, hence, they are interesting. The least preferred genre is romance because most children feel that it is unrealistic, slow and boring. They prefer fast-paced films.
Genre of TV content preferred by Kids
Comedy
10%
Horror
OK
20%
Romance
44%
26% Thriller Sample size: 1080, No. of Cities: 8, Age: 8-14 years
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P TO
5
TV CHANNELS WATCHED BY KIDS
METRO
NON-METRO There is clearly not much difference in TV viewing habits of kids in metros & non-metros. Their likes & dislikes, values & beliefs, dreams & aspirations are converging to make Indian kids a homogenous group. Surprisingly, channels like Cartoon Network, MTV & Channel V are not their first choice! There seems to be a disconnect between what kids want on TV and what they are getting from kids & youth channels. Is it time for a new wave of TV content?
Sample size: 600, Cities: Mumbai & Bhubaneshwar, Age: 11-16 years
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T
V can be a primary influencer in every child's daily life. It is an inseparable part of their leisure time. It is often thought that kids living in a metro city are privileged with more options for switching channels and have more exposure to make their viewing decisions. Our survey on popular channels among 11-16 year olds surprisingly revealed that the most preferred TV channels of children from both a smaller city and a metro city were the same – Sony and Discovery. This proves that there is not much difference in the type of media that they choose to watch. A non-metro kid grows up watching the same content on TV as a kid from any metro city. Children mostly prefer to watch TV during their leisure time which is generally after school hours. But going by the choice of channels of this age group, it seems kids today hardly watch kids' channels, but prefer channels not specifically targeted at them. This could mean a couple of things. One is that the content created for kids is perhaps not relevant for them anymore. The other one is related to kids' health and rate of growing up in today's fast paced world.
Are children today getting what they want on TV?
A wide array of current scientific research in the field of child health tells us that TV is the reason why children are hitting puberty earlier today.9 It is needless to say that children are growing up at a much faster pace than we can catch up to. This has a good as well as a bad side to it. Often parents and elders look up to a child for help and are at times amazed at their mental maturity. They seem to understand the dynamics of the adult world and often deal with situations like an adult. They become more aware and informed about the happenings around them. While we appreciate this, we might also want to take a look at the rising rate of pregnancies, drug abuse and anti-social activities among children.
As we move in to the digital media environment with all the choice and diversity of programming available, it is extremely important for parents to monitor their child's TV viewing habits. There is clearly a disconnect between what children are looking for and what they are being served. Why are children deprived of high-quality content provided specifically for them? It is high time that TV programmers take a hint and join hands with parents and educators to bring about a fresh approach to kids' programming.
Where did the Teddy Bear come from? 14 It is hard to imagine a world of stuffed animals without teddy bears; they are a staple item of every toy collection. Popular accounts of the bear's origins starts with a cartoon drawn by Clifford Berryman, called "Drawing the Line in Mississippi" in The Washington Post in late 1902. The comic showed then-President Theodore (Ted) Roosevelt refusing to shoot a small, cuddly-looking bear. The cartoon motivated Brooklyn-based toy store owners Morris and Rose Michtom to design a stuffed animal that reflected the drawing, calling it 'Teddy's Bear". The Michtoms placed the bear in their store window and its popularity grew so quickly that, in conjunction with the Butler Brothers, they helped to establish the Ideal Novelty and Toy Company - the first American manufacturer dedicated to the production of teddy bears.
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TOP
10
S D A
S D I K
! E V O L
F
riends agreeing to own each other's joys, sorrows and other material objects (Airtel), animated squirrels in love (Kit Kat), a sprightly and eccentric old stranger making toys out of scrap metal (Vodafone) and Big B narrating stories of the love of two-minute noodles (Maggi) – these are some stories in ads that kids love best. But what are some of the qualities that kids love when it comes to choosing their favourite ads? Is it humour that helps in recall value? Take for example the Flipkart campaign where kids imitate adults. We all know how the campaign has a series of ads where kids are mouthing lines that one usually hears from adults. While it could have gone wrong with the execution, the ads have managed to have the sticky value for the off-beat way in which kids have been handled. Kartik Iyer of Happy Creative Services, which made the TVC says in an interview with mxmindia.com, “Kids acting like adults and speaking in adult voices definitely made the campaign stand out. The little touches of subtle humour only added to repeat value in viewership.” The Horlicks 'Nahi Hua' ad also uses humour to make a point. The ad shows various brave hearts in history (kid versions of Alexander the Great & Jhansi Ki Rani) not being able to gulp down a glass of milk, until, wait for it, Horlicks introduced its chocolate flavoured drink! The concept pays off as the ad turns out to be quite funny. The other ad campaigns which kids have preferred across the six cities where we have done the survey, was the Cadbury 'Shubh Aarambh' ads and the Kit Kat animated ads. So is it the emotion evoked or the animation technique that makes these ads appealing? For example, the Shubh Aarambh ad about teens bonding over zany relatives strikes a chord with the age group. The Kit Kat advertisement's rehashing of a popular Bollywood number and the animated voices of the squirrel serenading to his lady love have caught the fancy of kids today. Airtel and Vodafone are the other two top favourites of kids. Is it the idea of friendship that always manages to move kids? While Airtel stays with its insight that friendship is the most important relationship for kids today and sharing is a quality most appreciated by the age group (Jo mera hain, vo tera hain), Vodafone sticks to its classic feel-good stand in terms of showing the budding friendship of an old man and a teenage boy through giving surprise gifts. After all who does not love receiving cool aeroplanes made of scrap metal? There could be a whole list of reasons why kids love ads. Maybe it's the inspiration or youthful aggression that appeals to this age group? Or the catchy music and lyrics? Maybe the characters and the story line are engaging? Or the animation is funny and memorable? It's difficult to lay a finger on the pulse of what kids want.
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Airtel
Cadbury
KitKat
Vodafone
Flipkart
Maggi
Hero
Pepsi
Horlicks
Samsung Sample size: 1296, No. of Cities: 6, Age: 8-16 years
Who was the first child actor to earn a million dollars? 21 Throughout early film history, children were central to some movies, such as the title characters in Jack in the Beanstalk. Yet as the Hollywood star system developed in the 1910s, many children's roles were filled by established adult actors like Mary Pickford, who played the title role of a ten-year-old at the age of twenty-four. In 1921, Charlie Chaplin introduced the first actor to become famous in films as a child—Jackie Coogan (1914–1984). Chaplin cast Coogan as a seven-year-old in The Kid (1921), Coogan's performance was remarkably emotional and assured, quickly earning him further roles in films like Oliver Twist (1922), Daddy (1923), and A Boy of Flanders (1924). His success soon made him the youngest person in history to earn a million dollars, most of which his parents squandered over the course of his youth. Such exploitation of child actors led to the California legislature passing the Coogan Act in 1939, which was intended to protect acting children's assets.
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WHY DO KIDS LIKE ADS? A
dvertising is everywhere. At your doorstep in your morning newspaper, playing on the telly, on the grocery shop hoardings and on those larger than life billboards. But it is very interesting to notice what makes an advertisement attractive to children. Is it the very obvious use of celebrities? The interesting and relatable story line? Or maybe a catchy and lilting tune? Traditionally marketers have been consistently roping in influential and powerful characters to lure audiences. Personalities from the world of glamour to cartoon characters - marketers have not left any stone unturned to capture the attention of children. These significant characters are trusted by millions and even today, almost every brand in the market has a celebrity endorsing it. This trend of making commercials with a child's favourite celebrity makes it obvious that marketers believe that children go for the face value of the product rather than the quality.
When was the first character merchandising done?16 Parents are pestered these days to buy the latest character merchandise – be it from 'The Avengers' or 'Chhota Bheem'. But the first ever character merchandising was done for 'The Yellow Kid' – the name of a lead comic strip character that ran from 1895 to 1898 in Joseph Pulitzer's New York World. The Yellow Kid's image appeared on mass market retail objects in the greater New York City area such as billboards, buttons, cigarette packs, cigars, cracker tins, ladies' fans and matchboxes.
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y
a S s Kid
33.2% I like the product
12.2% My favourite celebrity is in it
18.8% I think it’s funny
16% I like the music
7.9%
11.9% I like the storyline
Other
Sample size: 1798, No of Cities: 7, Age: 8-16 years
Our survey shows that gone are the days when popular celebrities charmed young minds. The present generation of children prefer to make an informed choice rather than follow celebrities. They would prefer a commercial that endorses good quality products than give in to any promises made by stars. Certain products are so reliable that people automatically are drawn towards the advertisements that showcase that product. In fact, a few established children's brands like Maggi, Cadbury etc. have popularised themselves in such a manner that people automatically follow their advertisements out of interest in the product. The survey has also brought to our notice that children prefer to like an advertisement because of the humour element and nice jingles. Everyone loves a rib tickling commercial, be it talking animals or a humorous story. We all like advertisements that put a smile on our face and so do children. It goes without saying that advertisers have been using some of the best talents available in the Indian music industry to popularise their commercials. Every advertisement featured on television is accompanied with great music that we can sing along and remember. Music and humour elements in a commercial not only facilitate in imprinting a commercial in our memory but also help in building the fan base. Just like you might still be able to recollect your favourite commercial when you were a child, chances are that most of the children who have formed an association with a commercial are going to carry it forward into their adulthood. Children are no more blind believers of celebrity adorned advertisements. Even in the midst of so many options, they prefer to value the product more than anything else. Establishing a consumer fan base among children is not as easy as it seems!
Origin of Scrabble12 Alfred Mosher Butts, an out-of-work architect from Poughkeepsie, New York, decided to invent a board game. He analyzed games and created a game that would use both chance and skill, and combined features of anagrams and the crossword puzzle. To decide on letter distribution, Butts studied the front page of The New York Times and did painstaking calculations of letter frequency. Established game manufacturers were unanimous in rejecting Butts' invention for commercial development. Then Butts met James Brunot, a game-loving entrepreneur who became enamored with the concept. Together, they made some refinements to rules and design and, most importantly, came up with the name “SCRABBLE,” a real word which means “to grope frantically.” The game was trademarked SCRABBLE Brand Crossword Game in 1948.
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Bibliography 1. http://www.globalhealthfacts.org/data/topic/map.aspx?ind=82 2. NebGuide published by University of Nebraska (Aug 2007) 3. Elkind, David, and Bowen, Robert "Imaginary Audience Behavior in Children and Adolescents." Developmental Psychology 15, no. 1 (1979):38-44 4. http://www.kff.org/entmedia/upload/the-role-of-media-in-childhood-obesity.pdf 5. Jackson, Philip, 'Life in Classrooms' (1968) 6. http://www.dnaindia.com/money/report_special-report-what-teenagers-really-want_1586912-2 7. http://indiatoday.intoday.in/story/secret-life-of-indian-teens/1/130880.html 8. http://kidshealth.org/parent/positive/family/tv_affects_child.html 9. http://www.greenhealthwatch.com/newsstories/newschildren/puberty-at-ten.html 10. Ed. Marshall, David. 'Understanding Children as Consumers' (2010). 136 11. http://www.simpletoremember.com/articles/a/nurseryryhmeshistory/ http://wiki.answers.com/Q/How_did_nursery_rhymes_originate 12. http://www.scrabble-assoc.com/info/history.html 13. http://jezebel.com/5790638/the-history-of-pink-for-girls-blue-for-boys 14. http://www.articlerich.com/Article/The-History-Of-The-Teddy-Bear/490753 15. http://en.wikipedia.org/wiki/Happy_Birthday_to_You 16. https://www.princeton.edu/~achaney/tmve/wiki100k/docs/The_Yellow_Kid.html 17. http://www.10-facts-about.com/Children/id/22 18. http://factualfacts31.blogspot.in/2012/02/walt-disney-creator-of-mickey-mouse-was.html 19. http://realfacts.snapple.com/enditwithauthority/ 20. http://en.wikipedia.org/wiki/Detective_Comics 21. http://www.filmreference.com/encyclopedia/Academy-Awards-Crime-Films/Child-Actors-EARLY-CHILDSTARS.html#ixzz2Fl7IjXQw