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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, such as what is available in the market at the moment, Roy Morgan Research embraced the industry's need for research that measures kids' consumption 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. All children are asked to fill in a self-completion questionnaire (with the help of an adult where required) that takes approximately one hour to complete.
The estimated sample size per year is approximately 2,500. Databases will be 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
- Stores Visited
- 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 weekly 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 (411 kb).
Download
Young Australians Survey CS
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