The agency 'The marketing Store Worldwede' has conducted a study among 4000 children with Internet access between six and 12 years. They have analyzed game habits, values, use of devices and decision power in purchases among other things.
The small participants came from 12 countries, including Spain, Brazil, Polinia, Australia and Canada. Access to technology and information through the new communication channels is allowing the participation of children and this makes us see adults that they are not so different from each other.
From 'The marketing Store Worldwede' they want to focus on new ideas, they are also convinced that inspiration is the springboard of all creativity. Perhaps the results of this research provide practical knowledge to the market of certain children's products. In the actual world, children are increasingly prepared and have their values clear, being a child in such a complex world should not be easy, but they are able to express their needs and desires.
More time to play and stereotypes in toys
92% of small respondents would like more time to play freely, since part of the time outside of school they spend in extracurricular activities, training sports, doing school tasks or in front of the computer.
Through the investigation, it has been observed that when choosing toys, the division by sexes is maintained, so that there are still significant differences between the preferences of boys and girls.
In this regard, I believe that although it is true 'that toys have no sex', There is a biological basis that motivates the fact that a boy is attracted to action figures and a girl by dolls. I don't think we have to put so much emphasis on this aspect, because one thing is to want girls to have equality when it comes to accessing services and maintaining a social representativeness, and another for girls to show preferences for games consisting of imitating reproductive tasks or taking care of the family, there is nothing wrong with it.
In any case, as when playing adult roles are also imitated, there are more and more children who play with kitchens, and girls who do it with vehicles.
Utilities of electronic devices
As we know, children increasingly have more electronic devices. 63% of children surveyed have a smartphone, use it to take pictures, listen to music and record a video. The home laptop is used to play, do school chores, watch videos and find product information.
I was surprised that 63 percent of the children already had a smartphone, but weren't they children between six to 12 years old? Honestly, it seems a bit premature for me to have mobile phones, since they still don't have the independence of their families that would condition this heho. Have they been asked if they own a terminal, or if they use their parents'?
According to the mothers of the children surveyed, technology allows them to know a lot about what is happening in the world (69%), data that according to the study influences their priorities. If they had the power to change something in society, the majority opt for environmental, economic and social issues
In any case, the issue is not the usefulness of the devices, but in the amount of time they spend on them and in which they have basic safety knowledge. And this is important that it is controlled by adults, so that they do not neglect their real life plot and so that they have healthy access to the network.
This study wanted to show that despite the fears, technology does not negatively influence children, that most grow with solid values and sometimes exceed preconceived ideas that long ago lost their raison d'être, as is the case with many of the differences by sex
I don't know if the sample of children surveyed is representative to be able to generalize the results. And on the other hand let's not forget that sometimes studies sometimes have expectations about the results, and this can condition the answers through the questions asked.
Boys and girls with the same priorities
The favorite activities in both sexes are very similar: they all show interest in the use of electronic devices: Children prefer video games, television and online play; girls television, swimming and also internet
However, in other types of activities not related to technology, some significant variations have been observed: for example, girls spend more time in occupations related to personal care, and boys skateboarding. The answers in this section are based on a list of activities provided by the polling company.
And as for the values, It seems that the small participants want 'that their family be happy', 'have many friends' and 'be a nice person'. On the other hand, everyone wants to have social attributes such as intelligence and the achievement of a good education. And the differences in this last point are manifested in that the boys value above all the sport, the money and the inventive capacity; while the girls emphasize 'having a special talent'
This survey has been carried out among families with internet access, so there may be some kind of bias. Since although it is customary that there is connection in homes, there are also many houses in which they have never had connection, or have had to do without it for economic reasons.
How do children influence family purchases?
Children help choose or decide to buy products for themselves (toys, video games and clothes, especially), but they also influence when choosing a restaurant or holiday destination. In the case of toys, children explain that they choose 47% of the products.
94% of mothers admit that they find it easier to buy if they are clear about what their children want and 86% prefer that children tell them what they prefer
Some of the children surveyed have expressed ideas such as the desire for unemployment to end in their country (Spain), that in the future it will be possible to walk alone on the street without danger (Mexico), or that their parents could spend more time with them (United States). Which indicates that children are affected by social events, and of course they need an active presence of their parents.
I think it is okay to ask for the opinion of children, and this should serve to guide the attention given to children based on their basic needs, and not only to know trends.
