LOS ANGELES, CA -- November 26, 2007 - E-Poll Market Research, a leading authority in celebrity and brand research, conducted a nationwide survey among 1,107 kids 2-17 to explore today's attitudes about nice, naughty, and the age old question of who makes Santa's list. This is what kids had to say in their own words:
Who topped Santa's "Nice List?" Hannah Montana was overwhelmingly deemed the "nicest" celebrity among kids 2-12. Teenagers 13-17 thought actress and UN Goodwill Ambassador, Angelina Jolie, was the "nicest" celebrity in 2007.
Britney Spears claimed top "naughty" honors with both younger and older children, followed by Paris Hilton. Britney and Paris beat out Swiper the Fox (from Dora the Explorer), the Grinch and Darth Vader among kids 2-12 and topped Lindsay Lohan and Beyonce among teens.
What makes someone nice? Kids mentioned "cleaning up & doing chores," "sharing" and "being honest & polite" as sure fire ways to impress mom, dad and Santa. On the flip side, they mentioned "not listening to parents," "being mean & bullying" and "being snobby" as behaviors exhibited by "naughty" kids.
What should nice kids get? "Anything they want!" was the overwhelming response. On the other hand, rehabilitation has replaced coal as the theme for naughty kids. Maybe it's due to environmental concerns, or hedging their bets for future lists, but kids feel that the naughty ones should at least receive one present and "get another chance to do good for next year."
What gifts do kids want most? Kids 2-12 mentioned "Dora the Explorer'" "Hannah Montana" and "Barbie" as their top choices. While teens 13-17 mentioned "Wii," "X-Box 360," "money" and a "new car" as the gifts they desired the most this holiday season.
What can we learn from our kids? When asked what gift they would most like to give, kids cited "hugs," "kisses" and "love." Older kids also believe that "you should always be willing to help someone."
METHODOLOGY: This online survey was conducted among a nationwide, representative sample of 1,107 kids 2-17 from November 2-7, 2007. Results based on the total sample are considered accurate at the 95% confidence level, within +/- 2 percentage points.
E-Poll Market Research is a leading provider of syndicated and custom consumer research for entertainment and media companies. Subscription services include E-Score(tm) Celebrity/Character/Brand evaluations and FastTrack(tm) TV tracking. Custom services include methodology and survey design, data analysis and reporting. E-Poll offers it's highly profiled proprietary research panel in addition to traditional and online focus groups.