Kids Are Engaged Consumers Who Exert a Powerful Influence on Family Purchases
We know from prior research that today’s families are collaborative. Kids are central in their parents’ lives and closer with their parents than ever. So, what role do kids play in their households today – and how much influence do they have on purchase decisions in their households and beyond?
These questions were at the heart of our new Kidfluence Global study, in which we spoke to over 4,000 kids aged 6 to 12 and 4,000 parents of kids 6 to 12 across 16 countries around the world.
From this research, we learned that kids 6 to 12 globally are ….
Pitching in to keep their households running smoothly. Almost all kids (93%) help at home with tasks such as cleaning (65%), playing with other kids (55%), shopping (40%) and cooking (37%). Kids also assist their extended families, with 40% saying they regularly help relatives they don’t live with, including grandparents (23%), aunts/uncles (11%), and cousins (10%).
Having a say in family purchases and activities. Among kids and parents alike, 8 in 10 agree that kids play some role in household purchase decisions – and for about 1 in 4, it’s “a big role.” Some of the highest “kidfluence” categories include shopping for toys (92%), clothes or shoes (88%), and snacks (87%). Kids also influence electronics purchases like video game consoles (68%), TV sets (46%), and TV subscription services (47%). Almost 1 in 3 (30%) even influence decisions about what car to buy! Kids reported high involvement in entertainment choices like movies at home (92%) and TV shows (91%). They also influence plans for day trips (84%) and outings to fast food or self-service restaurants (84%).
Making a case for things they want for themselves. Instead of resorting to pester power, kids are being smart about how they ask for things. Half (49%) say they have made a presentation – such as a PowerPoint, video, drawing, or report – to ask their parents for something. When presenting their case, toys are kids’ top request (58%), followed by mobile phones, laptops, tablets, and accessories (49%), clothes (40%) and pets (36%).
Using their own money to buy things. Most kids (88%) have their own money and 83% have saved up to buy something. These funds tend to be in cash (87%), but alternatives like bank transfers, vouchers and apps are also popular in countries like Australia, China, UK and US. Two-thirds of kids receive money for birthdays or other major events (67%) and 46% regularly get an allowance. Many also get occasional money from their parents (64%) or other family members (56%). When kids make purchases, toys are their go-to – but there are some age-related differences. Kids 6 to 9 are more likely than 10- to 12-year-olds to buy toys, while 10- to 12-year-olds are more likely than their younger peers to spend their money on food and drinks, clothing and shoes, video games and in-game purchases.
Doing their homework before purchasing something. Before spending their own money, 77% of kids ask for their parents’ opinions or approval. Although kids are strong influencers within their households and have their own spending power, 75% say their parent is the boss of their household. This means that collaboration in families works both ways, with parents and kids looking to each other when making decisions. Additionally, 55% of kids seek out information online. Kids 6 to 12 own or use an average of 7 devices, and about half of those with a smartphone or tablet use them for product information and discovery (56% for a smartphone and 50% for a tablet).
As interested in stores as ever. While the internet helps kids learn about products, stores remain important. In fact, 84% of kids ask their parents to take them to favorite stores and 76% think visiting a store in person is more fun than shopping online.
Engaging with brands. Most kids (83%) told us they really like certain brands and 69% think it’s worth paying more for a brand or product they like. They are also open to brand messaging, with 78% saying they enjoy watching adverts for things they like and 68% saying they follow certain brands. When it comes to brands, kids know their favorites and actively seek them out.