Aussie kids today care less about celebrities, what they wear and looking cool, according to a national Young Australians Survey by Roy Morgan.

The survey compared the answers of 3477 Australians aged between six and 13 between July 2011 and June 2012, and 2800 between July 2013 and June 2014.

While 6-to-9-year-olds remained stable in their admiration for movie stars, rock or pop stars and other celebrities (48%), 10-to-13-year-olds showed a drop in interest from 60% to 51%.

Overall, less than half of kids (49%) now say they admire celebrities.

Wanting to look cool has also slightly decreased in value, with 54% of 6-to-13-year-olds claiming this is important (down from 56% two years ago).

This value has declined in both the younger and older age brackets but remains more important to 6-to-9-year-olds (55%, down from 57%) than 10-to-13-year-olds (52% down from 55%).

Having nice clothes remains fairly important to 10-to-13-year-olds (54% down from 55%) but declined among the younger age group (45%, down from 52%).

Roy Morgan Research CEO Michele Levine says marketers looking to target these ‘Generation Z’ groups should take note of the survey results.

“Although marketers will often put a label on certain groups, even for whole generations, for the sake of simplicity, any business with a genuine interest in connecting with children needs instead to listen carefully to what different kids from different households believe, who they admire, and the things they want, enjoy doing and care about.”