Digital is the main source of information for 93% kids in Singapore

Digital is the main source of information for 93% kids in Singapore

Eight out of 10 children have asked their parents to buy them something they’ve seen online with an influencer as digital continues to be the main source of information for kids in Singapore.

Furthermore, after seeing an ad online, one in three kids claims to buy advertised products and 79% are asking their parents to buy it for them.

TotallyAwesome, a kid-safe digital media company's study on the online habits of children in the region also states that TV is the least preferred way to consume content, with only 23% of kids still claiming it to be their favorite device.

TotallyAwesome’s chief executive officer, Quan Nguyen said: “Now in our fifth year, the Kids Digital Insights study affirms our belief that kids are increasingly turning to online resources to drive their purchases. There is a clear journey to purchase.

“The Kids Digital Insights provides a reliable report on what kids are doing online, their online preferences, and how kids are spending their money. The study is a valuable asset for companies that are marketing to children."

The full study was conducted on kids aged 4 to 16 years old across Australia, China, Hong Kong, Indonesia, India, Japan, Korea, Malaysia, New Zealand, Philippines, Singapore, Thailand, Taiwan and Vietnam.

The Drum earlier wrote about how influencer marketing spend has grown by 83%.

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