New Generation

"The New Generation" survey is a source of information about consumer behavior, lifestyle and media preferences of children and teenagers in Moscow.

"The New Generation" survey covers both teenagers aged 10 to 15 and children aged 4 to 9, while in most cases, sociological surveys and marketing research embrace the adult population aged 16 and over.

"The New Generation" is the study of children, which has been regularly conducted since 1998.  The study is conducted twice a year (spring and fall) for a large sample that significantly raises the reliability and stability of the data received. The results are delivered in any convenient format: tables, a special report, or a data base.

Sample

700 face-to-face interviews with Moscow children in their place of residence. The sample represents children aged 4-15. Universe is 1,203 thousand people. The interview is conducted with the parents’ permission. Questions regarding the parents’ level of education, sphere of activity, and income are answered by adult family members.

Composition of information

Consumer preferences

• Share of product consumers;
• Frequency of product consumption;
• Volume of product consumption;
• Who buys the product for the child;
• Main places of product consumption;
• Most consumed and preferred brands of products (close to 500 brands);
• Taste/type preferences, importance of characteristics when choosing goods (for separate product categories).

Section consists of 29 categories of goods and products consumed by children:

Socio-demographic consumer features

• Gender, child’s age;
• Age, education, occupation, parents’ sphere of activity;
• Monthly income per household member;
• Number of family members.  

Children’s viewership

• Time preferences of television viewing on the weekdays and weekends;
• Daily dynamic of children’s viewership;
• Preferences of television channels;
• Preferences of regular children’s programs and series;
• Attitude towards television advertising and the most popular TVCs;
• Favorite heroes from films and cartoons;
• Favorite television host.

Children’s listenership

• Time preferences of radio listenership on weekdays and weekends;
• Daily dynamic of children’s radio listenership;
• Radio station preferences;
• Level of children’s independence in choosing radio stations;
• The most popular musical performers and groups.

Children’s readership

• Share of children reading newspapers and magazines, reading frequency;
• Most popular newspapers and magazines;
• Reading books outside of school requirements;
• Genre preferences.

Lifestyle

• Hobbies, collecting, clubs;
• Frequency of visiting cinemas, museums, theaters, concerts, discos;
• Viewing videos, purchasing video cassettes;
• Visiting fast food restaurants;
• Pocket money: cash, amount and main source;
• Evaluative statements, which characterize children’s attitude towards themselves, friends, school, and parents;
• The level of importance of certain social problems;
• Who they want to become.

Computer and play stations

• Computer use;
• Internet use;
• Popularity of special computer magazines.
• Availability and use of play stations;
• Popularity of special computer game magazines.

Sports

• Doing sports and interest in sports, availability of sports equipment;
• Football fans among children and teenagers;
• Frequency of stadium visits.

Results

Results are presented in the form of a special report broken down into thematic sections, and in the form of a database loaded into DataFriend software .