Kids have the power

No Dexter or Johnny at yesterday's Cartoon Network presscon, but the event was still pretty interesting.

Quick background: Last August-September 2005, Cartoon Network commissioned AC Nielsen to conduct a survey of 1,000 kids (each with one parent present) ages 7-14 residing in Metro Manila, Cebu, and Davao. Of these, about 5% were from the AB income bracket, 30% from the C bracket, and 65% from the D bracket. 67% were non-cable subscribers, while 33% had cable at home.

Questions were aimed at finding more about Filipino children's lifestyles, behavior and opinions.

Some of the results were no-contests—like almost 9 out of 10 kids (85%) live in homes with mobile phones, and that TV remains the #1 leisure activity for kids (99% viewing on the average weekday).

Some of the more interesting findings though:

1) Pinoy kids are "Kapuso"!
When asked what TV channels (both local and cable) both children and parents watch, GMA7 leads the list, with 83% of respondents saying they prefer Kapuso over Kapamilya and cable.

Funnily, when the parents were aked what 3 channels they would let their children watch, they replied Cartoon Network, the Discovery channel, and the Disney channel.

BUT when the KIDS were asked what their 3 favorite channels were, they replied Cartoon Network, Disney, and Jack TV!!!! Calling the parents.... *LOL*

2) Michael Jordan STILL rules
When asked who their favorite sports stars were, Michael Jordan was still the #1 pick for boys AND girls (survey answers were also sub-divided by gender). Fyi, Allen Iverson came in second, and Shaquille O'Neal in 3rd. The first local player to make it on the list is in 4th place, Asi Taulava.

And the most interesting finding:

Filipino kids ages 7-14 are billionaires!
Filipino kids wield considerable spending power based on pocket money alone. Get this:

Survery results showed that 93% of kids 7-14 years old receive pocket money from their parents. The average weekly amount is P145.

Multiply P145 by 52 weeks and these kids "receive" P7,540 per year.

There are 2.34 million kids ages 7-14 living in Metro Manila, Cebu, and Davao.

Assuming 93% of them receive money...

You are talking about P16.4 billion pesos per year!!!! And this excludes gift money! And it's non-taxable!

Amazing, isn't it?