Kids a billion-dollar marketing sector

TV is the leading source of information about movies, food products, games and toys for kids, well ahead of the internet, print media and radio. Photo / Thinkstock

Australian kids aged 4 to 14 are now a cashed-up and digitally savvy consumer group with A$1.5 billion to spend on enjoying themselves every year, a new survey has found.

Children are also watching nearly 2 hours of television a day, the New Generations 2011 survey, commissioned by children's pay TV channel Cartoon Network, has found.

TV is their leading source of information about movies, food products, games and toys, well ahead of the internet, print media and radio.

While technological mastery is on the rise, food and drinks, toys, clothes and social outings all take purchase priority over computer and console games.

The survey found children are receiving an average A$499 ($626) a year in 2011, from a combination of pocket money, gifts and paid work.

Average pocket money was A$12.38 per week.

Collectively, with 3.1 million children in the target age group, they have more than A$1.5 billion a year to spend and have a significant influence on their parents' spending patterns.

Cartoon Network's senior manager of strategic research for Asia Pacific, Peter Hammer, said the disposable income available to kids meant "not only that they have a big influence over family spending but they are powerful consumers".

Children were reportedly highly influential on choices such as skin and hair care products.

Children's online engagement has continued to grow, particularly through tablets and smartphones, with online games, homework, social networking and online video the leading activities.

- AAP