GIOVENTU » Italians spoil their children?

Italians spoil their children?

A recent study on the money spent on Italian children aged 3-13, conducted by the research company Doxa, revealed that spending on Italian children is a three-billion-euro market.

Natality rate in Italy is extremely low but children are more spoilt. Last year, spending on Italian children rose by 7%. The study looked at spending on children in seven categories: cinema, books, TV, toys, stationery, parks and water parks.

The most striking result of the survey is in the cinema category, which grew a full 34.7% in just one year to reach a total of 287 million euros at the box office. The most-viewed films of last year were films for children, adolescents and families. They accounted for 8 out of 10 of the total. Four of them were animated films. In 2015, there were only two animated films in the top 10.

Expenditure on theme parks and aquariums were increased by 12% compared to 2015, reaching 400 million euros in overall spending.

The children's books sector also grew by 5.3% in value and 1.6% in volume for a total of 232 million euros. The bestselling book was J.K. Rowling's eighth Harry Potter installment “The Curse of the Heir”.

More than half of overall spending on children ages 3-13 was for toys, totaling nearly 1.6 billion in 2016, 4.5% more than in 2015.

The most watched film last year was the comedy “Quo vado” by the comedian Checco Zalone, earning 65 million Euros at the box-office. The film satirizes the lack of stability and permanent employment in Italy. The previous year the box office winner was “Star Wars – episode VII”. It is surprising that in the era of streaming, Sky Cinema, and with the possibility of pirating films more parents take their children to the movies, for a total of 287 million box office receipts. So much so that spending devoted to this form of entertainment has grown by almost 35 percent in one year.

The reason can be found in the increased number of movies for children and for all the family. Someone saw in this data an increase interest in culture, but maybe we should consider the increasing time spent watching screens in general, instead of playing outside, and maybe it should be taken into account that parents, being too tired to engage in more demanding activities with their children, prefer to take them to the cinema.

Giulia Lombardo

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