Study: 94% Of Aussie Kids Rate Themselves As Happy (And TV’s A Top Happiness Driver)

Study: 94% Of Aussie Kids Rate Themselves As Happy (And TV’s A Top Happiness Driver)
SHARE
THIS



Viacom International Media Networks, home of Nickelodeon, today released the Australian findings of its latest global research study, KIDS OF THE WORLD.

The study, which included a survey of nearly 1,000 Australian and a total of 6,000 kids aged 6-11 from 30 countries, along with in-depth video ethnographies in 11 countries, found that almost 90 percent believe they can accomplish anything if they work hard enough.

KIDS OF THE WORLD also revealed that kids today embrace a fearless attitude towards life, despite growing up in fluid times full of uncertainty and change: 81 percent of Australian kids surveyed also believe it’s better to try things and risk mistakes than never trying at all.

This fearlessness fuels a desire to save the world. Ending wars around the world is the top problem that kids want to solve globally (61 per cent) along with ending world hunger (58 per cent). Bringing happiness to the world (58 per cent) was the top problem Australian kids wanted to tackle, followed by ending wars around the world (56 per cent) and finding a cure for cancer (52 per cent).

More Australian kids view themselves as highly independent than the global average (82 percent vs. 76 per cent), but they are equally curious (89 per cent) and creative (89 per cent). Some 94 per cent of Australian kids feel happy, nine percentage points higher than the global average, and they list their top five sources of happiness as: spending time with family (75 per cent), spending time with friends (60 per cent), going away on holiday (53 per cent), having lots of free time for fun and relaxation (49 per cent) and watching TV shows (43 per cent).

This mentality extends to the way Australian kids are consuming information and entertainment – with watching TV and playing games on a phone or tablet among their top four ways to relax. This appetite for content breeds curiosity and creativity: nearly 70 per cent of 6-11 year old Australians claim to use more than one device at a time, with 83 per cent using their free time to build new skills including sports, learning new languages and even learning to make slime.

Feeding kids’ empowered attitudes toward the world is their support system of family, friends and pets. Both in Australia and globally, family is cited as their number one source of happiness. Aussie kids have an average of four best friends, and 60 per cent said their best friend is someone in their family. And kids consider pets as more than playmates: they’re someone they can confide in and share their secrets, and a core part of their family.

“We wanted to learn how today’s fast-paced, changing world is shaping kids’ attitudes, experiences and behaviors,” said Christian Kurz, senior vice president of global consumer insights at Viacom.

“We spoke with thousands of kids directly and discovered from KIDS OF THE WORLD that kids today are positive and excited by the countless possibilities ahead, and they are embracing life with a fearless attitude.”

While almost 90 per cent of kids globally believe “I can accomplish anything if I work hard enough,” Australia is one of only five countries where less than 80 percent of kids agree. Australian kids are also slightly less confident (77 per cent vs. 86 per cent globally), optimistic (75 per cent vs. 86 per cent globally) and positive (80 per cent vs. 85 pe rcent globally).

“Just like their global peers, Australian kids are as supported, equipped and fearless. And while they are amongst the most happy, they do feel less confident, positive and optimistic when it comes to shaping their own future,” said Kirsty Bloore, vice president of research for Asia Pacific at Viacom International Media Networks. “Like all of our consumer insight studies, the Australian findings from KIDS OF THE WORLD remind us how important it is to know and understand our audiences and let these findings inform our content and marketing.”

Please login with linkedin to comment

Nickelodeon Viacom

Latest News

Young woman camping on the beach, carrying surfboard at night
  • Partner Content

New ‘Future Of Work’ Gives Reckitt Employees A Choice

Reckitt has leveraged internal research to launch its new Future of Work Strategy. The research uncovered key highlights for employees working for the consumer healthcare organisation in Australia, which form the foundations on which the Reckitt Future of Work model was created. Completely based around flexibility, the approach offers employees a hybrid model where they […]

Partner Content

by Reckitt

A young smarty pants ponders the meaning of the universe. It is never too early to be smart.
  • Marketing
  • Partner Content

An Educated Guess: Three Ways Hypothesis-Based Marketing Can Work For You

With Google abolishing third-party cookies and Apple continuing to push privacy-first solutions, marketers are on the lookout for new ways to reach engaged customers, while remaining compliant with rules and regulations. To help these marketers, Australian data commercialisation company smrtr has recently released a new whitepaper Through the Looking Glass: The Rise of Hypothesis-based Marketing. The whitepaper looks […]

Partner Content

by smrtr

GET YOUR SKATES ON: Entries For This Year’s Women In Media Awards Close Today!
  • Advertising
  • Marketing
  • Media

GET YOUR SKATES ON: Entries For This Year’s Women In Media Awards Close Today!

We’ve dished out plenty of reminders, but believe us when we say that NOW is the time to submit your entry for B&T’s Women in Media Awards 2021, presented by Are Media. On-time entries for this year’s Women in Media Awards close TODAY (Monday 21 June at 5pm AEST). And, while you can submit entries after this date for […]

by B&T Magazine

B&T Magazine
Bangkok, Thailand - July 22, 2019 : iPhone user touching Tinder logo on iPhone screen to open the app.
  • Media

Nearly Half Of Australians Say They’re Addicted To Their Phones

A recent report by reviews.org has found that 46 per cent of Australians say they are addicted to their phones. Reviews.org also found that Australians spend 17 years of their life, and an average of five hours a day, staring at their phones. 1,000 Australians were interviewed for the report, which found some startling insights […]

Drunk Welsh Footy Fan Takes Tumble Out Of Local Pub During Live TV Cross
  • Media

Drunk Welsh Footy Fan Takes Tumble Out Of Local Pub During Live TV Cross

Wales has proven itself the surprise package of EURO 2020, advancing to the final 16 over the weekend over more fancied rivals. It was the team’s 2-0 win over Turkey last Thursday that caught everyone’s attention and gave the Welsh enough for-and-against points to advance through to the semis. Welsh TV station S4C also got […]

After Eleven Years, Manu Feildel’s Seven Contract Comes To An End
  • Media

After Eleven Years, Manu Feildel’s Seven Contract Comes To An End

celebrity chef Manu Feildel, best known for hosting My Kitchen Rules, will see his contract with Seven end this month. My Kitchen Rules, initially a ratings juggernaut for Seven, ended in 2020. Despite persistent rumours that the show would make a comeback in 2022, in a May interview with TV BlackBox, Seven’s director of programming Angus […]

by B&T Magazine

B&T Magazine
Zurich Extends Partnership With Melbourne Football Club
  • Marketing

Zurich Extends Partnership With Melbourne Football Club

Zurich has been co-principal partner of Melbourne Football Club since 2018 and the sponsorship arrangement broadened in 2020 when Zurich also became Co-Principal Partner of the club’s AFLW team. CEO of Zurich life & investments, Justin Delaney, expressed his excitement at being able to continue the successful partnership. “We’re thrilled to extend our partnership with […]

dentsu ANZ Expands Merkle To Become Lead CXM Brand & Merges Isobar Into BWM
  • Advertising
  • Media

dentsu ANZ Expands Merkle To Become Lead CXM Brand & Merges Isobar Into BWM

dentsu Australia today announced it has launched a unified Merkle-led CXM proposition to the local market that brings together Data Transformation, Digital Transformation, and CX Consulting to create the most specialised CX practice in Australia, under its Merkle brand.

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp
  • Advertising
  • Marketing
  • Media

Industry’s Gamers Unite For UnLtd’s Virtual Rocket League Comp

Social purpose organisation UnLtd’s Big Games competition has raised a combined $85,000 for children and young people at risk. Running over five weeks, the competition involved 32 teams from across the advertising, marketing and media industries battling it out virtually for a chance to qualify for the Rocket League final. The tournament culminated in a […]

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’
  • Media

Sam Worthington And Phoebe Tonkin To Star In New Stan Original Film ‘Transfusion’

Stan has announced that the Stan Original Film Transfusion commenced filming in Sydney earlier this week and will premiere on Stan in 2022. Transfusion is a taut, muscular thriller starring Sam Worthington (Avatar) as Ryan Logan, a former Special Forces operative, who is battling to cope with life after the loss of his wife and is thrust […]

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes
  • Advertising
  • Marketing

COVID-19 Saw Stock Imagery Return To Harmful Gender Stereotypes

According to a decade of data collected by iStock, Australian brands turned to imagery depicting outdated gender stereotypes during the pandemic. Tracking the keyword ‘women’, iStock by Getty Images found that in 2020, ANZ brands and businesses reverted to gender stereotypes. Images of mothers home-schooling were used at almost twice the rate of images of […]

by B&T Magazine

B&T Magazine
Maddison Connaughton Ends Time As Editor Of The Saturday Paper
  • Media

Maddison Connaughton Ends Time As Editor Of The Saturday Paper

Schwartz Media is congratulating Maddison Connaughton on her three years as editor of The Saturday Paper. Connaughton has decided to finish up her editorship this month. “It’s been an honour to edit the paper,” Connaughton said. “The Saturday Paper is one of the brightest voices in Australian media and I have been happy to see […]