Do digital kids have more purchasing influence?
According to a recent YouGov Omnibus Parents Survey (sent to parents of children ages six to 17), 16 percent of kids send online links to their parents while nine percent use social sharing sites like Pinterest or Instagram in order to influence parental purchases.
Although no past comparisons were available, the survey appeared to show how kids are becoming savvier purchase influencers, whether through technology or other ways:
- Half of children research products and services before they purchase; more so as they get older (64 percent);
- Kids are using both online (39 percent) and in-store coupons (39 percent), with both numbers far higher for teens (about 50 percent for each coupon type);
- Thirty four percent prefer to shop where they have a reward or loyalty card (also higher for teens at 40 percent).
With their kids having had to deal with the Great Recession, most parents (63 percent) believe that their children understand the value of money, and make smart spending decisions (59 percent).
Still, the survey found the top "pester-power tactic," according to 71 percent of parents, is old-fashioned verbal negotiation. Bartering by promising to do additional chores or getting better grades (50 percent), creating wish lists (45 percent) and offering to pay for part of the object of their desire (42 percent) are also favored strategies.
Among the areas where kids hold the most influence are restaurants, many grocery items, entertainment options and vacations. Additionally, parents often take the backseat to their kids’ preferences when it comes to apparel and footwear choices with 44 percent and 50 percent, respectively, saying their kids independently choose what they want and 70 percent saying the choice of where to shop for these items is either driven entirely by kids or is made as a joint decision with parents.
- Children Have Refined Pester Power and Make Savvy Shoppers – YouGov Omnibus
- YouGov Omnibus Parents Survey – YouGov Omnibus
Do you think kids’ digital prowess gives them a stronger influence on household purchasing decisions? Should retailers look to assist kids in influencing parental purchases? If so, how?