MTV Netwroks LatAM Study ‘Cambio de Voz’.

MTV Networks Latin America, which operates Nickelodeon, MTV and VH1 Latin America, unveiled the first portion of the results of the comprehensive research study “Cambio de Voz” that was developed to expand the networks’ understanding and connection with Mexican kids, youth and young adults. During the forum “La Voz del Niño Mexicano Hoy”, Nickelodeon Latin America shared with industry leaders the highlights of the study that pertains to kids ages 7 to 12.

This portion of the study focuses on expanding the available knowledge of Mexican kids in terms of their lifestyles, attitudes, leisure time and role within their family, among other topics. The study was conducted by the Mexican research agencies Millward Brown and Los Niños Cuentan and included a sample of 700 boys and girls from Mexico City, Guadalajara and Monterrey. The methodology included a qualitative phase via non-traditional focus groups; a quantitative portion based on face to face interviews and an ethnography video featuring conversations with kids in their environment.

“Considering that one third of Mexico’s population is 15 years-old or under, we think this research will further a much needed dialogue about kids, their lives, relationships and scope of influence in general”, said Melisa Quiñoy, Senior Vice President Ad Sales and International Marketing Partnerships, MTV Networks Latin America. “Cambio de Voz’ deepens our connection with kids and our understanding of what a day in the life of a Mexican kid looks like”.

Among the highlights of the results is the fact that technology plays an important role in kids’ lives, traditional media still dominates their lives with 73% of those interviewed having a TV in their bedroom. Kids also own game consoles (66%), DVD players (66%) home PCs (44%) and mobile phones (32%). In fact, even among lower socio-economic levels there is high access to technology: 34% of the C SEL and 27% of the D SEL own cell phones.

Another interesting finding reflects kids’ relationship with money. Practically, all kids receive some form of money either a weekly allowance, lunch money or on special occasions. Sixty percent of kids receive money from all three sources.

Regarding leisure time, most kids still prefer to spend time playing with friends (59%), followed by watching TV (42%). Kids with pay TV watch more TV overall, while those without pay TV watch less and are coaxed to watch channels that appeal to everybody at home. Preferred channels include Nickelodeon, Canal 5 and Cartoon Network, while Nickelodeon’s SpongeBob was named as the most popular character followed by Yu-Gi-Oh, Powerpuff Girls, El Chavo and Rocket Power among others.

In general, Mexican kids’ lifestyle is mostly defined by the relationships they have with those around them and the level of adaptation they’ve reached towards their own surroundings. Kids will seek out a higher level of independence, naturally, as they grow older and this is helped by and related to their socio-economic status.

The results of the research “Cambio de Voz” were presented by Laura Wendt, Senior Vice President of Research for Nickelodeon International. The forum also included a panel discussion with recognized international and local kid experts, such as Rosy Ocampo from Televisa, Xavier López “Chabelo”, José Manuel González from Bimbo, Sujata Luther from Mattel, and Arlene Klasky from Klasky Csupo, Inc. The panel was moderated by Javier Martínez-Staines, editorial director of Grupo Editorial Expansión.