SuperAwesome: More AsiaPac Kids Prefer Short Digital Content


LONDON: According to SuperAwesome’s second annual Kids Digital Insights Report for ASEAN and Australia, children’s preference for short-form digital content has increased to 65 percent, up from 61 percent in 2015.

SuperAwesome surveyed 2,100 participants between the ages of 6 and 14 to discover how levels and patterns of media consumption vary by age and across territories, and what the effects are for advertisers and content creators. The study covered Australia, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam. It found that more kids in ASEAN and Australia watch internet clips in their free time than watch movies or use social media.

YouTube is one of the most popular online destinations for youngsters, with the app being the second most frequently used (after Angry Birds) and the number one favorite among children in the region. Television is still the top media activity for kids in SEA and Australia. The report found that 81 percent of kids across the region watch TV on a daily basis for around two and a half hours. This would explain why a lot of popular digital content features television characters.