A new study commissioned by digital ad and content platform TotallyAwesome, has found that everyday consumables brands including Milo, KFC and McDonald’s are more recognised than Lego, Disney, Barbie, Transformers Play-Doh and Nintendo.
The study, 2017 APAC Kids’ Digital Insights, surveyed children ages six to 14 in Australia, Indonesia, Malaysia, the Philippines, Singapore, Thailand and Vietnam in order to track their brand awareness and spending patterns across the Asia-Pacific region.
Aussie childhood staple, Milo, took the pole position with 93 per cent recognition, followed by KFC and sports brand Adidas at 88 per cent, Apple and McDonald’s (84 per cent), Nike and Samsung (80 per cent), Lego (76 per cent), Disney (73 per cent) and Sony (67 per cent), to round out the top 10.
However, in terms of brand affinity, the top 10 list shifted when the same kids were asked to select their favourite brands from those appearing on the most recognised list. KFC knocks Milo down to number four, McDonald’s moves up to second, with Apple remaining in third place, and Lego jumping up from eighth to fifth.
The top ten list places Barbie at sixth, Hello Kitty at seven and Samsung drops down to eighth. PlayStation takes a big leap forward in popularity from 16th to ninth, Nike falls from sixth most-recognised brand to tenth most favourite.
The study's findings indicate that while there is a strong link between recognition and affinity, additional factors such as the longevity of a brand – Hello Kitty for example – can also influence personal affinity by shaping peer usage, along with perceptions of quality and identity. According to the kids surveyed, the brands they like the most are chosen because they are relevant and of high quality.
Finding in a TotallyAwesome study published in June 2017, revealed that kids in most APAC territories have their own money to spend on their favourite brands and that they regularly receive significant cash to spend as they choose with snacks, drinks, toys and confectionery listed as the four favourite items to purchase, respectively. Snacks was also the leading category across all markets.