Knowing what the adults in the household do, own and think is imperative for the marketing of many kids' products. Rather than conduct yet another stand alone kids survey, Roy Morgan Research embraced the industry need for research that measures kids' behaviour and enhanced it by including household information.

The Young Australians Survey recruits its sample by asking respondents of the Roy Morgan Single Source Survey whether there are children aged 6 - 13 years living in their household. Children are then asked to fill in a self-completion questionnaire (with the help of an adult where required) that covers a range of interesting topics.

The estimated sample size per year is approximately 2,500. Databases are released twice a year. The following is collected:

• Age
• Sex
• Where live
• Media usage - magazine readership, attitudes to FTA TV programs and Pay TV channels, cinema attendance, Internet usage, website visitation, sports watched on TV
• Activities and interests
• DVD rental
• Time spent on activities (eg media, sport, homework, using the Internet etc)
• Favourites
• What is cool
• Buying decisions
• Disposable income available
• Money spent/saved
• Mobile phone usage/purchase/attitudes
• Food and beverages consumed
• Attitudes
• Sports & Activities participation

The end product is a very powerful tool. Using the Roy Morgan Young Australians Survey you are able to access a reliable Australia-wide survey of the young. With ongoing fieldwork you will be able to trend and track consumer behaviour which is imperative when marketing to such a dynamic and highly influenced age group.

Download the Young Australians Brochure (355 kb).

Young Australians Survey CS