In the Philippines, Kids’ Purchase Influence Extends Beyond Their Parents
How do kids in the Philippines participate in their families’ brand choices and purchase decisions?
We sought answers to this question in a recent survey of 4,900 children aged 6 to 11 and 4,100 parents across 30 countries, including the Philippines. Here are key insights from this project:
Virtually all believe they have a say in family decisions. The vast majority of Filipino kids (97%) say they play a role in their family’s decision-making processes.
They do more to keep their households running. Most Filipino kids (80%) say they help out at home, higher than the global average of 69%. Just over half (53%) say they assist with cooking, shopping or cleaning, compared with 42% of global kids. They’re also more likely to pitch in with childcare (44% Philippines, 37% global).
Many live in multigenerational households. Filipino kids are over three times more likely than global kids to live with grandparents (41% Philippines, 13% global).
Help flows freely within extended families, widening kids’ influence. Filipino kids are almost 90% more likely than kids globally to help family members outside the home (56% Philippines, 30% global). Compared with their global peers, they’re over three times more likely to help aunts and uncles, 150% more likely to help cousins, and 38% more likely to help grandparents. The favors go both ways, too – their households are 18% more likely to receive help from extended family. As a result of these exchanges, Filipino kids have the potential to impact decisions beyond their immediate families.
Filipino kids have particular influence over choices about restaurants, electronics, and TV services. As with everywhere, most parents in the Philippines say their kids sway decisions about entertainment (93%) and food/groceries (91%). Compared with global averages, Filipino kids are more likely to affect decisions about restaurants (85% Philippines, 80% global), electronics (81% Philippines, 76% global), and TV subscription services like telecom, pay TV and SVOD (54% Philippines, 41% global).
Their handheld devices broaden their horizons. In the Philippines, kids are more likely than their global peers to have smartphones (88% Philippines, 72% global) and tablets (84% Philippines, 72% global). Most (92%) describe themselves as curious, and that inquisitiveness shows in their online usage. They are much more likely to say the internet has introduced them to things they would not have discovered otherwise (90% Philippines, 75% global).