Latin America. Nickelodeon concluded a new meeting of the first Research Days where the results of the studies "Heroes and role models" and "Toys and fun" were presented. During May 2015 in the offices of Viacom Argentina, the children's signal will continue to expose the conclusions obtained from five investigations carried out in children between 9 and 13 years old, a segment called Tween.
The choice of the study segment corresponds to the marked opinions that children have about other generations, and that is fully immersed in new technologies and in the forms of consumption that they bring with them.
Within the results of the study entitled "Heroes and role models" it is highlighted that this segment of boys is attracted to superheroes and identifies with them as a vehicle for communicating the most important values.
Some conclusions that emerge from this research are:
THE PARENTS. They remain "the great role model." The tweens perceive their effort to give them the best, they consider that they are the ones who teach them and transmit the main values, orientations, advice, support and containment.
PATERNAL WORK. In general they refer to the work of the father, a few mention mothers. They recognize them as very hardworking, being in that sense an example to follow.
"REAL" HEROES. They admire rescue firefighters, police, doctors, soldiers and teachers. They consider that they are the ones who sacrifice everything for others and for their country. They lay down their lives in pursuit of helping, saving real lives, watching over and protecting others.
FANATICISM. Those who recognize themselves as fans of a star or celebrity, follow him on social networks and his websites. They know all the details about their life, and they are proud of their idols. They seek to show and demonstrate their fanaticism, and they make it part of their day to day taking them with them in their backpacks, notebooks, t-shirts, or even they are very present in their rooms.
ADULT PROFESSIONS. As for the professions, many are "boring", especially those related to numbers and laws; while others consider their parents' work to be too heavy or even "enslaving."
IDOL VS HERO. They distinguish what an idol is, understanding it as a real and tangible being, from a hero, whom they believe arises from fiction. Superheroes help kids feel bigger than they really are, and the ability to transform into someone "strong and powerful" is what captivates them. They rescue the vulnerability behind the character, thus generating an identification with their fears and insecurities of the boys. It makes them more human.
SOLIDARITY ("doing good and helping others"), courage ("doing incredible things regardless of danger") and justice ("fighting for the truth") appear as important values that cross everyone transversally: idols, heroes, parents, family and friends.
At the meeting, a fourth study by Conicktados on "Toys and fun" was presented. From this research, the following conclusions were obtained:
GAME SCHEDULES. Kids associate the concept of play directly with "fun" and "sharing with friends." As for the best time to play, 41% say it is during the weekend, 37% after school, while 10% consider it to be at night.
END-OF-PLAY AGE. Most want to "play forever," though many say they would stop playing at age 20, the age they link to adulthood.
PLACE OF PLAY. Tweens mostly state that they play in the street only accompanied by an adult, usually their parents. However, they prefer to do it accompanied by friends, siblings or cousins.
BEHAVIOR AT SCHOOL. during recess or in the hours of rest, they usually have fun with their cell phones or with contact games in the yard.
PHYSICAL ACTIVITY. Most do courses outside school hours, 80% practice some physical activity. To a lesser extent they mention studying English or doing artistic workshops. One in three women does dance, theater, or an artistic expression workshop; two out of ten children take English classes; and one in ten studies an instrument or plastic arts.
ELECTRONIC GAMES. They all consume electronic games and on multiple devices, combining the use of Tablet, Wii, Xbox, Play Station and computer. The smartphone is the aspirational, who still do not have one, ask parents to play. Of the technological games, the colors, the design, the constant challenge by levels and compete with other users stand out.
NOSTALGIA FOR CHILDHOOD. Tweens tend to become emotionally attached to dolls and stuffed animals because they are "steeped in history." On the other hand, board games and other types of toys are more functional.
TOYS: The word "toy" is childish for older Tweens (ages 11 to 13). However, everyone relates this term to creativity, happiness, imagination and free time.
FAVORITE DOLLS: The objects of fun preferred by tweens from 9 to 11 years old are: dolls, stuffed animals, dolls, autitos, balls. While those aged 11 to 13 choose electronics, books, balls, clothing and accessories.
RANKING OF FAVORITE PARTIES. The favorite celebration to receive gifts is the birthday, since they are considered protagonists of that day. Secondly, they choose Christmas, for the fact of sharing as a family and a positive feeling of "giving and receiving something in return".
