The Tweens Market and Responses to Advertising in Denmark and Hong Kong



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Table 2 Tweens’ sources and use of money



Denmark

(n = 220)

%


Hong Kong

(n = 214)

%


Chi-square

Where do you get your money from?










Pocket money from parents

87.7

78.4

6.7*

From grand parents (or other family)

60.0

24.4

56.1***

Spare time jobs (babysitting, cleaning etc.)

36.8

13.1

32.2***

Gifts

71.4


7.0

187.0***

Other places

14.1

13.1

0.1

I do not get any money

1.4

10.4

16.1***













How much money do you receive on a monthly basis?+






94.3***


Less than 50 DKK/65 HKD

4.2

52.1




50-100 DKK/65-130HKD

31.1

30.0



More than 100 DKK/more than 130HKD


64.7

17.9





How do you spend your money?










Save money

81.4

78.5

0.5

CDs

48.6

12.0

63.3***

Candy

43.6

47.6

0.7

Computer games

36.8

18.8

16.2***

Clothing

34.5

9.9

34.8***

Sports equipment


33.6

11.5

27.9***

Toys

28.2

24.6

0.7

Magazines/ comics

21.4

25.7

1.1

Books

21.4

34.6

8.9**

Cosmetics and jewelry

20.0

7.3

13.5***

Mobile phone service (talk time)

15.5

1.0

26.6***

Other

6.8

11.5

2.8

**p<0.01, ***p<0.001

+Currency 100 DKK = USD 20.63 = 160.64 (at the date of March 11, 2008)


Table 3. Tweens’ TV exposure on weekdays and weekends


How much TV (including video and DVD) do you watch?


Denmark

%


Hong Kong

%


Chi-square












…. on a weekday










Do not watch

2.5

4.3

6.6

½ -1 hour a day

24.8

20.9




1-2 hours

34.2


28.0




2-3 hours

23.3

23.2




3 hours or more

15.3

23.7




…. on a Saturday or a Sunday










Do not watch

3.4

3.3

0.6

½ -1 hour a day

12.1

13.3




1-2 hours

24.8

23.7




2-3 hours

30.6

28.0





3 hours or more

29.1

31.8





Table 4. Tweens’ response to television advertising





Denmark

%


Hong Kong

%


Chi-square













TV commercials can be as funny as TV programs










Yes

16.9

34.3

28.7***

No

52.5

53.1




Don’t know

30.6


12.7




I wish there were not commercials on TV at all










Yes

38.6

49.3

17.7***

No

39.1

42.7




Don’t know

22.3

8.0




If commercials appear, I change channel or leave










Yes

40.6

27.7

16.5***

No

42.0

61.5




Don’t know

17.4


10.8




A lot of people purchase what they see in TV-C










Yes

30.0

28.6

7.0*

No

20.3

31.0




Don’t know

49.8

40.4



*p<0.05, ***p<0.001




Table 5. Tweens’ response to pop up commercials on Internet





Denmark

%


Hong Kong

%


Chi-square











Pop up commercials on Internet are annoying











Yes

70.6

68.5

0.6

No

11.3

10.3




Don’t know

18.1

21.2




Some times pop up commercials on Internet are funny










Yes

11.3

7.1

3.6

No

66.2

74.5




Don’t know

22.5

18.5


Sometimes I click on pop up commercials on Internet











Yes

1.0

21.7

50.8***

No

88.2

60.9




Don’t know

10.8

17.4




I believe that you can buy many things when clicking on pop up commercials










Yes

18.1

6.0

17.5***

No

37.7

54.1




Don’t know

44.1

39.9


***p<0.001




Table 6. Tweens and favorite commercials


What are your favorite TV ads?

(Open ended, number of ads mentioned)



Denmark

%


Hong Kong

%


Chi-square

1

27.7

27.8

84.0***

2

15.9

7.1




3

11.8

2.8




4

5.5

0.0




5 or more

2.3

0.9


None mentioned/don’t know


25.0

60.4




I don’t like ads at all

10.5

0.5




I like all ads

1.4

0.5







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