APAC Kids Are Online, But ‘Brands Are Not Doing Enough’ says Digital Insights Survey

The study also said that three out of five parents bought a product their child wanted because it was endorsed by an influencer.

According to the APAC Kids Digital Insights from Kid-Safe Digital Advertising and Content platform TotallyAwesome, kids show a clear preference for digital when it comes to content, device, time spent and advertising impact.

However, current ad spend doesn’t reflect the reality of the 170 million kids in Asia Pacific where kids communication remains mainly offline, the research found.

The study showed that 8 out of 10 kids choose to spend time online over watching TV. When consuming that digital content, favored devices for children are smartphones (77%), followed by – for the first time at the second place – tablets (44%). Television (42%) dropped to third place.

“The kids demographic in Asia Pacific is very heavily invested in digital and mobile,” said TotallyAwesome Chief Executive Officer, Quan Nguyen. “We are going to see kids in Asia outpacing their peers in the West very soon.”

Marketing strategies and advertising budgets are not yet addressing the changing times added Quan.

“Marketers have to face an increasingly fragmented online audience and adapt very quickly,” said Quan. “Today, brands are not doing enough to align their communication with the kids demographic, which is evolving very fast.”

Highlights from the study

Digital is the main source of information 

Over 80% of children surveyed said they find out about new toy launches and new television programmes from the internet; only 50% said they get the same information from television.

Online kid-influencers spur purchases

As indicated on their first research report, TotallyAwesome also noted that 90% of children as young as four and up to 16 are on social media such as YouTube, Facebook or Instagram. It also showed the influence of online celebrities: three out of five parents claimed to have bought a product their child wanted because it was endorsed by an influencer and 50% of kids said they had asked their parents for something because it was associated with an online kid influencer.

Online advertising has a higher impact than TV advertising

It’s no surprise that digital advertising triggers more action than television advertising. About 60% of kids said they had followed up on a product after seeing a digital advertisement. They had also asked their parents to buy the product and discussed it with their peers.

When will advertisers align their strategies?

Online usage has surpassed TV in the preference of children, viewing habits, device usage and impact. Despite overwhelming data, and even though the gap is closing, digital advertising spend in Asia Pacific remains below TV ad spend in the kids space.

The TotallyAwesome APAC Kids’ Digital Insight was released in October 2018 and conducted across Australia, Indonesia, India, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam, Hong Kong, Japan, Taiwan, Korea and China. 4,935 internet users aged between four and 16 years old and their families took part in the survey.

The study surveyed 4,935 internet users aged between four and 16 years old and their families across Australia, Indonesia, India, Malaysia, New Zealand, Philippines, Singapore, Thailand, Vietnam, Hong Kong, Japan, Taiwan, Korea, and China.

Connor Stephen
Connor Stephen
Connor is a contributor based in San Jose, California

Get our Newsletter

We don't share your info, only ours.

The Latest

Avengers Actor Aaron Taylor-Johnson Narrates Powerful Dog Adoption Ad

"Every year, over 2 million dogs are euthanized around the world. Together we can end such a senseless disregard for life. Choose compassion and adopt a rescue dog today."

New Balance Appoints Wavemaker China to Media Planning and Buying Duties

Wavemaker China has been awarded the media planning and buying duties for New Balance

Jack Morton Launches Global Innovation Practice, Genuine X

Global brand experience agency, Jack Morton, has announced the launch of Genuine X, the agency’s innovation practice.

Two Ads I Like and One I Don’t – Paul Ho

The challenge in this is not only about how to spread your client’s product or brand, but how to make the work resonate with your audience while not overtly coming across as advertising.

WPP to Cut 3,500 Jobs, Close Offices, as Part of ‘Radical Evolution’ Restructuring

WPP announced that it will cut 3,500 jobs worldwide in addition to shutting or merging nearly 200 offices as the struggling ad industry giant looks to right a ship that has seen it lose 40 percent of its value in the last year.

‘Who Are India’s Worst Drivers?’ Asks Renault in Public Awareness Campaign

"In India we all face huge traffic issues and true to our nature, all externalize the fault," said Virat Khullar, Vice President and Head of Marketing, Renault India.

PHD Appoints Nadia Zain as GM in Indonesia

PHD Indonesia has appointed Nadia Zain as General Manager tasked with leading PHD Indonesia across all business functions.

Interviews

Achieving a Single View of the Customer is Unrealistic

According to Jackson, rapid changes in systems, variations in data structure across partners, and the inconsistency in how customer behavior is quantified mean that the industry is far from reaching its goals for a unified view of customers.

In an Increasingly Digital World 98% of Brands Lack Omnichannel Worthy Data

According to Alban Villani, Regional MD for Greater SEA at Criteo, the region for the most part pays omni-channel lip service while failing to clean data and invest in order management systems.

TPL Maps CEO Adnan Shahid Confident About Competition With Google Maps

In an effort to tap into the growing digital ecosystem of Pakistan and close the market gap in the enterprise space, HERE Technologies has partnered with TPL Maps as its go to market partner, acquiring and sharing customers across the automotive industry.

Q&A: Vincent Digonnet – The Advertising Industry isn’t Evolving Fast Enough, Especially in Asia

Asia can leapfrog ahead, and that is exactly why Asia is so inspiring in my view. It’s the fastest, most agile region in the world

Q&A: YeonJeong Kim – Twitter is in its ‘Second Heyday in Korea’ Driven by K-Pop

Twitter in Korea has been steadily increasing based on the growth of K-pop, and social issues. Especially real-time based global event like the Winter Olympics, and political issues such as the 2017 Presidential Elections.




Insight

Local Creators Dominate Top 10 Trending YouTube Videos in Singapore for 2018

According to Google Singaporeans’ support for local talents and content was the biggest trend, with eight videos holding a spot in the top 10.

‘Instagram Backlash’ and ‘Vegan Luxury Fashion’ Among Trends to Watch in 2019

Greene said there are changes coming in "Big Tech" which has "extended its tentacles into every aspect of our lives, not to mention politics, is also facing a reckoning."

APAC Kids Are Online, But ‘Brands Are Not Doing Enough’ says Digital Insights Survey

According to the TotallyAwesome APAC Kids Digital Insights released in October, kids show clear preference for digital with regards content, device, time spent or even advertising impact. However, current ad spend doesn't reflect the reality of the 170 million kids in Asia Pacific where kids communication remains mainly offline.

It’s Time For Malaysia to Create Some of the World’s Greatest Brands

Malaysian commodities such as Palm Oil, Rubber, Timber and Pepper, as well as OEM, especially in the electronics sector are finding it ever harder to compete.

WomenChangeMakers Showcases Female Corporate Role Models in Asia

On another bright Saturday morning in Singapore, successful women from the across the region gathered to share their struggles to success, focusing only on a proactive mindset and a perspective that the glass ceiling is a myth.

Two Ads I Like and One I Don’t – Paul Ho

The challenge in this is not only about how to spread your client’s product or brand, but how to make the work resonate with your audience while not overtly coming across as advertising.

Two Ads I Like and One I Don’t – Guan Hin Tay

If creativity is defined as “the use of imagination or original ideas to create something,” can AI gather data about human creativity to piece it all together and create content that appeals to us?

Two Ads I Like and One I Don’t – Brett Macfarlane

Meaningful ads come from understanding the honest truth of a brand, its products, and its users. Maybe rational and maybe emotional, either way based on truths.

Two Ads I Hate Out of Pure Jealousy and Some I Simply Hate – Max McKeon

It always makes me feel like an emotionless psychopath to see people sharing and talking about a supermarket Christmas ad like it was a Disney fairy tale.

New Balance Appoints Wavemaker China to Media Planning and Buying Duties

Wavemaker China has been awarded the media planning and buying duties for New Balance

Jack Morton Launches Global Innovation Practice, Genuine X

Global brand experience agency, Jack Morton, has announced the launch of Genuine X, the agency’s innovation practice.

PHD Appoints Nadia Zain as GM in Indonesia

PHD Indonesia has appointed Nadia Zain as General Manager tasked with leading PHD Indonesia across all business functions.

Adobe Expands James McCready’s Role in Japan and Asia Pacific

Adobe has announced that the President of Adobe Japan James McCready, is expanding his role to lead the company’s operations in Japan and Asia Pacific.




Avengers Actor Aaron Taylor-Johnson Narrates Powerful Dog Adoption Ad

"Every year, over 2 million dogs are euthanized around the world. Together we can end such a senseless disregard for life. Choose compassion and adopt a rescue dog today."

‘Who Are India’s Worst Drivers?’ Asks Renault in Public Awareness Campaign

"In India we all face huge traffic issues and true to our nature, all externalize the fault," said Virat Khullar, Vice President and Head of Marketing, Renault India.

Seasonal Campaign #LoveSoRare Launches 30 Films Celebrating Couples

Dentsu Webchutney, the digital agency from Dentsu Aegis Network, has launched Platinum Days of Love’s new season’s collection with the campaign #LoveSoRare, a series of 30 digital films inspired by the design story of the collection.

Christmas Party Message: The Internet Remembers You Getting Wasted

If you're going to get shitfaced at the Christmas shindig, be smart about it so it doesn't follow you around for the rest of your life on the internet.

Get the latest news, creative work,
profiles and insights in your inbox

Thank you for subscribing!