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Southeast Asian kids prefer TV ads to school, friends or internet to learn about brands: study

Kids influence study: TurnerA study of Southeast Asian children and parents by broadcaster Turner has found that TV advertising wields the biggest influence on purchase decisions, and pester power is on the rise.

Most parents surveyed by the owner of Cartoon Network in five Southeast Asia countries said that the influence of kids on purchase decisions has increased since they were children, particularly in TV-mad Indonesia where 86 per cent of parents believe this.

And among those who said pester power has increased, TV ads and TV shows rank higher than school, friends and the internet as sources of information for their children about brands, the study found. Only in Singapore are friends deemed more influential than TV ads in this regard.

Top information sources for children among parents who say they are more influential, source: Turner

Top information sources for children to find out about brands. Source: Turner

Parents in Singapore and Malaysia are far more likely to indulge their children’s needs than in other countries, particularly Indonesia, where only 52 per cent of parents said kids are more spoilt now than they used to be.

Kids think that they have more influence than their parents think they do, and again Indonesia – where children have the most sway over the purchase of pricier household products and services – stands out in this regard, as does Thailand.

Overall influence on household purchases. Source: Turner

Overall influence on household purchases. Source: Turner

Filipino mothers and fathers are the most likely to favour a brand that teaches their children something valuable, a quality that is less sought by Singaporean parents.

Likelihood to give higher consideration to brands that teach children something valuable. Source: Turner

Likelihood to give higher consideration to brands that teach children something valuable. Source: Turner

The study was conducted online among parents with kids aged 6-14 years old who live at home.

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