Kids Influence on Purchases
We know that Kids are increasingly having a massive influence on their parent's purchases, particularly when there's a personal interest, and TV remains the main way kids find out about the things they want to buy. Also we know that advertising provides kids with the information they need to 'fight their corner' in the decision making process.
To explore the joint purchase decision process further, we conducted some research into how kids influenced the purchase decisions and found that joint viewing occasions provided the ability to talk to both influencer and purchase maker.
The research was carried out via online interviews with 200 mums of kids 4-12 and 400 kids 4-12 in May 2009. Click on the downloadable document below to see some initial results, or get in touch with our insight team for some more indepth analysis.
Resources
Kids Influence on Purchase - kids_influence_on_purchase[1].pdf (130.4 KB)
