Disney XD Commissions Euro Tweens Study

LONDON: The Walt Disney Company EMEA has released some of the findings of what it is calling the biggest-ever pan-European survey of tweens, exploring the media habits of more than 3,000 8- to 14-year-olds in six key markets.

The research will be used by the company as part of its marketing, communications and content-creation strategies for the so-called Generation XD—kids born between 1995 and 2001 who have never experienced a world without the Internet. The survey looked at the habits of tweens in Italy, France, Germany, the U.K., Poland and Spain.

"This research will allow us not only to continue to deliver unrivalled entertainment for our audience, but also enhance the way we work with partners to reach tweens via the channel with strategic marketing initiatives and content creation," said Nicole Morse, the executive director of marketing at Disney Channels UK. “Generation X parents were unique in embracing the digital age, so they in turn have made their Generation XD children unique by encouraging them to do the same from birth. XDs are using digital technology alongside face-to-face communication to set the agenda for the coming decade, and are socially conscious, eco aware and family orientated. In fact, XDs are totally reshaping our perceptions of youth."

Among the findings about this tech-savvy generation is that face-to-face contact is still the most preferable way to meet up with friends (30 percent), topping texting (15 percent), online chat (14 percent) and mobile (8 percent). However, 95 percent of respondents say that the Internet and computers are important to them, 53 percent indicate that the Internet improves their life by helping them talk to their friends outside school, and 44 percent say its easier to stay in touch with friends because of the Internet. Gaming is the most common use of the Internet, at 74 percent, followed by homework at 59 percent.

The research was carried out by Disney, The Future Laboratory and TNS via an online survey.