YTV Releases Report on Canadian Tweens

TORONTO, February 22: A
new survey on Canadian tweens conducted by DECODE and commissioned by
Corus-owned YTV has found that there is a strong link between kids’ involvement
in family decisions and their overall level of confidence and optimism.

According to Stats Canada,
in 2007 there were an estimated 3.3 million kids aged 7 to 14. The YTV Tween
Report is a national survey that
tracks the lifestyles, attitudes and opinions of Canadian kids aged 9 to 14.
YTV retained DECODE to oversee the development of the questionnaire and conduct
the survey.

Findings from the annual
survey, titled YTV Tween Report,
found that kids can influences decisions made at home in categories ranging
from food and entertainment, to family trips and computer purchases. In
addition, by examining the behavioral patterns of survey respondents and
segmenting kids as either high, medium or low influencers, the survey found
that kids who are encouraged to participate in the family decision-making
process tend to be more confident, happy and optimistic overall.

On the subject of food,
parents indicate that kids influence breakfast choices 97 percent of the time
and lunch choices 95 percent of the time (with 38 percent and 31 percent of
kids, respectively, always
having an influence in these categories).

Kids also have a say on
where to have a casual family meal together 98 percent of the time (with 34
percent of kids always having a say on the choice of casual restaurant).
Additionally, kids also want to choose what they wear, with kids being given a
choice on their clothing purchases 95 percent of the time (with 61 percent of
kids always influencing their clothing purchases).

In the digital arena, kids
are called upon for their counsel on software 76 percent of the time and 60
percent of the time on computer purchases for the entire household, according
to parents (with 9 percent and 7 percent of kids, respectively, always having
an influence on these categories).

When it comes to leisure
activity after the homework’s done, kids have a say on family entertainment
choices 98 percent of the time; and when traveling a bit further from home,
kids help decide on family trips and excursions 94 percent of the time (with 44
percent and 34 percent of kids, respectively, always having a say in these
categories).

In terms of where Canadian
kids are receiving the information that helps to inform their choices, friends,
classmates and television are the top three sources that influence their
choices and help them decide on their preferences.

The study involved 1,000
online interviews with parents and kids aged 7 to 14 conducted in September
2007. Results are accurate to plus or minus 3.2 percent, 19 times out of 20.

“Among the findings that
really stood out for us, was the link between children’s level of confidence
and their participation in family decisions,” said Mark Leslie, the director of
research and television at Corus Entertainment. “The survey results indicate
that both kids and parents feel that giving children a voice in family
decisions, including purchasing choices, is good for their self esteem—it
gives kids some areas of control in their lives, and can instill in them the
belief that their opinions and judgments are valued.”

“For DECODE, it’s
fascinating to watch just how the modern family continues to democratize,” said
Robert Barnard, the co-founder of DECODE. “While much has been said about how
today’s kids struggle to find independence from their parents, we see them
increasingly influencing many decisions within their families.”

—By Irene Lew