Communiceren over sociale thema's? Hoe doe je dat? En hoe bereik je ouders én kinderen tegelijkertijd? MTV Networks deed er onderzoek naar. Zie hier de bevindingen!
8. Key to success 3: Favourite characters on Nick Source: Nickelodeon Brand Tracking, MTV Networks, November 2008 NORTH SOUTH Q: Which television character (from a cartoon, series or other children’s program) is your favorite? Brand new Brand Tracking Insigths
9. Nickelodeon is in permanent search to gain better understanding of kids & family
18. Parents & Kids agree on the importance of healthy nutrition (top 2 answers) Q: To what extent do you agree with the following statements? I think it’s important that… Q: Do you think it is important to eat healthy?
19. They also agree on what is healthy food 78% 80% 83% 81% 22% SUGAR 28%
20. The chicken & the egg… Top 3 arguments for the parents for eating healthy… Q: Which arguments do you use to convince your child that healthy food is better? The ‘teeth’ argument is much more used in Flanders (41%) than in Wallonia (26%)
23. #3 I will get FAT if I DON’T eat healthy (54%)
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26. Children love food Perception Healthiness Likeability Vitamin candies Mother’s fav’ Guilty pleasures 60% 20% 60%
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29. More info? Q: Would you like to find out more about healthy food? 56% of the parents thinks they know enough, but extra info is very welcome!
30. 9 out of 10 kids indicated that their parents are their most important source for healthy nutrition. Especially girls discuss healthy nutrition with their parents. Q: Who taught you something about healthy eating?
37. Parents favour outside while kids have no clear preference, but lean towards outside Q: Do you prefer your child to play inside or outside? Q: Do you prefer to play inside or outside?
38. Health & social contacts as main reason for the parents Q: Why do you prefer your child to play outside?
39. Kids prefer ‘fun’, ‘freedom’ & ‘friends’ Q: Why do you prefer to play outside?
40. Where do they prefer to play outside? 43% 40% 31% 36% 57% 61% 69% 10% 40% 10%
41. Supervision Q: When you play outside, how do you do that usually? 43% 40% 31% 36% 57% 61% 69%
42. Playing outside : safety first Q: Which conditions need to be met for you to prefer your child to play outside (only if they prefer their kids to play outside) a Safe environment 77% Good weather 71% No/little traffic on the road 44%
43. The arguments for playing outside: 1 out of 2 dads got it right Q: Which arguments do you use to convince your child that it should play outside (only if discussed with child)?
47. Youth organisation Q: Is your child a member of a youth organisation (scouts, cubs,...)? 38% is a member of a Youth Organisation 17% used to be a member 10% of the children plans to become a member
48. Social motives are most important reason to join youth organisation Q: Why are you a member of a youth organisation (only if member of a youth organisation)? 43% 40% 31% 36% 57% 61% 69%
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50. From the government to the kids (via the parents) 4 out of 10 Flemish parents would like to receive info from the government about playing outside. That’s twice as much as in Wallonia! 7 out of 10 Flemish kids would like to receive info from their parents about playing outside. 1 out of 2 Flemish kids also prefer the TV as source for playing outside ( )
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52. Awareness vs Likeability Buitenspeeldag Q: Have you heard of this campaign? Q: What do you think of this campaign? 9 out of 10 children have heard about the Buitenspeeldag. 97% of the kids evaluated the Buitenspeeldag as (very) positive!
54. Correct attribution! Q: Which organisation / TV network do you believe is organising the "Buitenspeeldag"? 77% 71% 77% of the parents think this link between Nickelodeon and the Flemish Government is (very) appropriate! Why do parents think that Nickelodeon is very appropriate as ambassador for the Buitenspeeldag?
56. Source: Nickelodeon Brand Tracking, MTV Networks, November 2008 NORTH SOUTH Core brand values Nick versus Ketnet Core brand values Nick versus Kids Club #2: Children find Nickelodeon cool (69%)
62. Do they have enough exercise? Q: Does your child play sports (we DON'T include the PE lessons at school)? Q: Do you play sports (we don't mean the PE lessons at school)? It seems that they already have enough exercise?
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64. School’s out… Q: Why do you like sports more outside of school? Q: Where do you prefer to play sports: at school during PE lessons or outside of school? It’s an issue of freedom & self development
74. Nonetheless: children would still like more info Q: Do you feel that you know enough to encourage your child to play sports, or do you feel that you may need some help? Q: Would you like to find out more about the sport(s) that you play? Q: Would you like to find out about new sports? What new sports would interest them?
78. Parents, the government and television as popular information channels Q: How would you prefer to receive this information? 36% 48% 56% Q: Where would you like to find out more about sports? 1 out of 2 parents indicated they would like to receive information about sports through the government. A quarter of the parents also would prefer the television. 58% of the kids would like to receive the info from their parents. Television was also preferred by 45% of the kids.
79. What would persuade the grown ups? Q: What things would convince you to let your child play a certain sport? Reasons for parents are mostly financial
80. When I grow up, I want to be… Q: Which athlete do you admire? NORTH SOUTH 9% 9% 7% 7% 2% 2% Axel Witsel
83. R.E.S.P.E.C.T for the environment: parents set the example Q: To what extent do you think it is important that your child respects the environment? Q: Do you think it is important to care for the environment?
84. Nature (trees & flowers) animals … the air What’s the environment according to the kids?
85. How’s the nature doing? Q: Do you think the environment is doing well? 3 out of 4 children think that there’s something wrong with the environment
87. Parents also set the example for the solutions Q: Which of the following actions do you also try to teach your child? Q: Below is a list of things you can do to care for the environment. Which of these things do you sometimes do?
88. Parents really set the example! Q: Do you do these things on you own accord, or have you learned them somewhere? 63% 52% 44% 43% 40% 31% 36% 48% 56% 57% 61% 69% Q: Below is a list of things you can do to care for the environment. Which of these things do you sometimes do? 9 out of 10 kids say that they learned to take care of the environment from their parents!
89. Same old story… Q: Would you like to find out more about what you can do to care for the environment? Q: Do you feel that you know enough to encourage your child to care about the environment, or do you feel that you may need some help with this? 37% of the parents welcome extra info to encourage their children to care about the environment 3 out of 4 children would also like to find out more about what they can do to take care of the environment
90. Q: How would you prefer to receive this information? Q: Where would you like to find out more about what you can do to care for the environment? 70% of the parents prefer to receive more info on the care for the environment through the government 72% of the kids prefer to receive more info to better take care of the environment from their parents. 1 out of 2 kids also prefer to receive info from television