South African Kids Are Brand-Savvy and Exert a Strong Influence on Household Purchases
What role do South African kids play in influencing household purchases?
Here’s what we know about this question, based on data on South African kids aged 6 to 12 and their parents from our global Kidfluence study:
South African families help each other out. Almost all kids in South Africa (96%) participate in household tasks, most commonly cleaning and playing with kids. Almost two-thirds regularly help relatives outside their home – substantially above the global average of 40%. And in return, 62% of South African families receive help from other relatives, especially babysitting and purchases for kids.
South African kids influence what their families buy. 7 in 10 South African parents say their child plays a role in household purchase decisions – and 11% say it’s a big role. The main categories that kids influence are entertainment (97%), food and groceries (94%), restaurant (89%), vacations and day trips (80%, and electronics (75%). Additionally, 65% of kids participate in decisions about the gifts their family buys for others.
When kids in South Africa want their parents to buy something, they make a case. They don’t just advise their parents on purchase decisions – just over half have made a presentation to their parents to ask for something they really wanted.
They have money of their own and spend it across a variety of categories. Most South African kids (84%) have their own money and 76% have saved up to buy something. Most of them get money in cash – from a regular allowance (63%), for life events like birthdays (71%), or randomly from parents (75%) or other family members (63%). When they spend their money, kids 6 to 9 are most likely to buy toys (84%), followed by food, snacks, and drinks (71%). Kids 10 to 12 spend a little more broadly, with food, snacks, and drinks #1 at 76%, followed by toys (59%), clothes and shoes (49%), video games and in-game purchases (48%), and game consoles and accessories (32%).
They are engaged with brands. South African kids understand and value brands – 85% say they really like certain brands and 67% think it’s worth paying more for brands or products that they like. They are substantially more likely than their global peers to enjoy watching ads for things they like (83% in South Africa vs. 77% globally) and to follow certain brands (73% vs. 67%).
And they love shopping in stores. Kids in South Africa are more likely than kids globally to ask their parents to take them to stores they like (90% in South Africa vs. 83% globally) and to think it’s more fun to visit a store than to shop online (85% vs. 75%).