CATDOLL: SARFT releases survey results on domestic animation brand recognition

On the 27th, the National Press, Publication, Radio, Film and Television Administration Development Research Center Industry Center held a press conference for the 11th China International Cartoon and Animation Festival in Hangzhou, Zhejiang Province, and announced the results of the National Cartoon Audience Brand Awareness and Consumption Behavior Survey (1st). The purpose of this survey is to explore the characteristics of the domestic animation industry and provide data support for government decision-making and operations.

The survey was conducted by the State Administration of Press, Publication, Radio, Film and Television and the Communist Youth League Network Film and Television Center from October to December 2014, targeting primary school students in 20 primary schools in 10 first-, second- and third-tier cities across the country. The questions designed included "cognition", "viewing" and "consumption". A total of 7,500 questionnaires were distributed and 7,190 were collected. This is the largest audience survey conducted by the Development Research Center of the State Administration of Press, Publication, Radio, Film and Television so far.

In terms of the awareness of animation, in 2014, the index of preference for animation works among primary school students in my country was 3.47 (full score was 5 points). Boys in primary school like to watch animation works more than girls. The most well-known animation work is "Boonie Bears", with an awareness of 81.9%; the second to fifth most well-known animations are "Seele", "New Big Head Son and Little Head Dad", "Pig Man" and "Pleasant Goat and Big Big Wolf". The top three favorite animation works of primary school students are "Boonie Bears", "Big Head Son and Little Head Dad" and "Seele", with a preference rate of 18.4%, 10.9% and 10.8% respectively. The top three favorite animation characters of primary school students are Big Bear ("Boonie Bears"), Big Head Son ("Big Head Son and Little Head Dad") and Ayo ("Magic Ayo"), with a preference rate of 10.3%, 7.7% and 6.5% respectively.

In terms of animation viewing, the most commonly used animation viewing medium for primary school students in my country is television, accounting for 78.9%. The average time spent watching animation on television is 47.7 minutes per day. The three most frequently visited television channels for watching animation are CCTV Children's Channel, Hunan Golden Eagle Cartoon Channel and Beijing Kaku Children's Channel. In addition, other animation viewing platforms are also developing rapidly, with 31.4%, 18.6%, 16.3% and 7.2% of primary school students watching cartoons on computers, mobile phones, tablets and cinemas respectively. The most frequently visited websites for primary school students to watch online animation are iQiyi and Youku.

In terms of animation consumption, primary school students spent an average of 59.5 yuan per year on animation in the past year. 38.2%, 13.8%, 15.3% and 47.6% of primary school students watched animation through paid TV, paid computer, paid mobile phone or tablet, and bought movie tickets, respectively. 70.6% of primary school students own at least one comic book. The most popular animation-related products owned by primary school students are stationery and toys, with ownership rates of 41.6% and 40.9% respectively.

The survey also showed that 22.6% of primary school students have mobile phones, and 20.0% have tablet computers such as iPads; boys spend more on animation than girls; and as they get older, primary school students spend less on animation. It is reported that the survey will continue to be carried out in the future, targeting middle schools, primary schools and kindergartens, and will be conducted once in spring and autumn each year.