Mom and dad can move over. Children are the real consumers driving a large number of household decisions.
A recent Ipsos survey found that when it comes to a broad variety of subjects, teens and younger kids have major say over what their parents buy for them. Consider these few numbers: 76% of kids have influence on video game purchases, 71% of kids drive music content decisions in their homes and, 68% of the time, kids influence their own online activities. In other words, parents give kids a lot of leeway in terms of being independent thinkers and deciding how to spend their time or how to use their time on specific activities. That, in turn, spurs spending in specific places.
“It’s clear that teens and children push their parents to buy and it’s also clear that parents are listening,” says Janet Oak, a senior vice president with Ipsos Connect and head of the Millennials, Kids and Family Center of Excellence. “Children are a key demographic.”
This is important to keep in mind as the winter holidays approach. In fact, some 69% of parents agree that children introduce adults to new media and technologies and 66% of parents agree that it’s important for kids to be exposed to new technology as young as possible. To boot, in 2016, Americans spent $63.1 billion on online holiday shopping alone, according to Statista.
Kids in particular are plugged in to the latest in media, movies, online activities, music, apps and video games and they tell their parents all about it. When it comes to online activities, 42% of parents report that their children inform them of what’s hot and what’s next. More traditional media, such as magazines, play a more modest role in how parents learn about such things – only between 12% and 16% report learning about online activities and video games from print media.
So much for mother knows best, huh?