Report: Kids

Brands:

What are the best brands and types of technology?
The overwhelming winner with the kids was Sony, which scored a massive 33% of the vote, being named more often than any other brand.
Apple was another favourite with 18% of the poll impressed by the games and availability of music they can access.
Nokia also got a mention from 14% who believed it to be a good mobile phone brand.
Other brands mentioned included Motorola (3%), Samsung (5%), Dell (2%) and Vodafone (3%).

How do you decide what types/brands to buy?
For the Under 16s what their friends have and recommend is the biggest influence on what they themselves want and buy. 54% ask their friends and feel left out if they don’t have what their mates have.
Family members can also have an impact on what kids decide to buy. 13 % consult their siblings or parents before deciding to purchase.
The affect of advertising doesn’t go unnoticed either with 16% being swayed by something they have seen on television or in magazines.

Cool and not cool:

We wanted to know what’s cool for today’s youth?
Respondents gave us a range of answers including all the latest technology from Sky + (6%) the internet (9%) and iPods (13%).
The coolest accessories though, were mobile phones, which are hip for 22% (flip phones in particular being highly coveted). Kids love the multi functional ability of mobile phones that allow them to listen to music, take pictures and text their friends.
Play stations were also highly desirable for 17% of the poll and many wanted the new PSV for Christmas.
The under 10s thought Tamogochi s (mini computer pets) were the height of cool.

What is definitely not cool?
It seems that kids want the newest technology and anything old and out of date is very sad.
Older of models of mobile phones that: ‘look like bricks’ are distinctly not cool for 26% who thought they were really sad and rubbish.
Interestingly 23% thought tamogochi were cringy, though they were all above 12 years of age and perhaps found them too babyish.
Computer games were equally loved and loathed and older children thought that playing on games consoles was boring, sucked or were simply tired of doing so.
The poll were also quick to point out anything dated, with walkmans, CD players and videos all being slated.

Must haves and acquiring the things you want:

What is the ‘must have’ item in your age group?
iPods were the trump card for 33% of the youngsters who loved the size, capacity and status of the music players.
Mobile phones were a close second and 28% thought they were something they couldn’t live without.
Among the other answers were computers (5%), Sky TV (7.5%) and gossip! (2%).

How do you get hold of the things you want?
Pestering parents seems the most successful methods of acquire new things and 37% keeping asking until they get want they want.
Others used a combination of helping around the house with chores and nagging, in order to get new things (8%).
24% have to save up their pocket money though and 5% of the poll had Saturday jobs or paper rounds for raising extra funds.
Birthdays and Christmas presents meant 16% received the new things they craved.

The Internet:

How often do you use the internet?
67% admitted to using the internet everyday. Popular past times on the web include MSN (44%) games (24%), checking emails (8%) and visiting chat rooms (6%). One respondent even had her own website!

What do you like most about being interactive?
Being able to keep in touch with friends is the most important thing about being interactive for 35% of the poll. The privacy that the internet and texting on mobile phones allows appeal to growing youngsters, who loved the feeling of independence they could offer.
Cameras, games and music were also popular and being interactive stopped many from getting bored.

Mobiles:

What functions are important to you on your mobile?
Visual images are a must for 39% who request a camera on their phones.
Having a video recorder is less important but 13% still thought they were needed.
Interestingly, 15% mentioned bluetooth and infra-red technology as features they desired on their mobiles.
Other functions the youngsters required included speed dial, texting abilities, the internet, music and games.

We asked how often the poll used their mobile phones?
A massive 94% used their phones everyday day and the most popular uses included texting (32%) games (25%), taking pictures ( 18%) and calling friends (13%).
Many of the kids took their phones everywhere they went and used them to inform parents of their where-abouts and safety.

Respect:

Who do you respect and admire the most?
Suprisingly only 17% held popstars & actors in high esteem and a mere 8% thought footballers were good role models.
48% have admiration for their parents and the main reasons included the care they provided (56%), the gifts they give (24%) and how hard they work (12%).
The poll also had respect for their friends, grand parents, members of the public who donate money to charity and ‘nice people’.

What makes you respect someone?
Honesty and being kind were the main factors that earned respect for our poll with 26% each.
Having a kind and humorous personality were important and loyalty was also essential for 7%.

What makes you loose respect for someone?
Lying was a big no no for 26% of the group and being mean could also cause a loss of respect for 22%.
Telling others entrusted secrets meant 11% lost respect for their friends and interestingly bullies was mentioned by 7% of the poll.
Other answers included swearing, shouting and drugs!

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