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Omnibus
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In
our business of media and advertising timely information sharing
is knowledge creation. Industry Omnibus is an endeavor to
showcase industry best practices through industry wide research,
case studies, industry newsletters and other relevant information
with exchange4media subscribers. Industry Omnibus further
meets the expectations of our industry, which has made exchange4media
an industry resource.
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DVD PLAYERS
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KidSense
has revealed that the kids today have evolved from being active
influencers to consultants for parents on key purchasing decisions
in homes across India. The fact that kids are increasingly playing
the role of ‘information providers’ and influencing
purchase decision even for high end product categories such as DVD
players, substantiates the findings.
Also
the parents seem to be endorsing this line of thinking by recognizing
the role of kids as active participants in the buying decision process
by taking them along for shopping of big ticket items.
How
involved are today’s kids with DVD Players?
40%
of all kids contacted across cities claimed to be involved with
DVD players as a product category. The involvement is a bit higher
in case of Metro Kids (43%) as compared to the Tier 1 kids (36%).
60% of the kids across cities said they usually like to talk about
and discuss DVD players. The involvement level seems to be similar
in case of boys (41%) and girls (38%).
Do
kids play a role of consultants to their parents in case of television?
Parents
today seem to be giving due credit to their kids opinion as 24%
parents acknowledge that their kids do research and express opinion
about DVD players. 11% parents also agree that they turn to their
kids for information on DVD players.
Role
of commercials
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Base:
All respondents involved with the product (2240) kids (1320) Parents |
45%
kids said they like to watch DVD player advertisements on television.
A good number of those who watch DVD player ads on television discuss
with their parents. 36% of parents also validate their kids’
claim that they like to watch commercials of DVD players.
Does
the involvement translate into influence?
21%
kids claim that when it comes to buying DVD players, their parents
frequently follow their choice. The power of the kids’ word
is growing as 16% of parents take their kid’s opinion seriously
and follow their choice while buying DVD players.
Metro
kids (23%) are at par with their Tier I (20%) counterparts when
it comes to influencing their parent’s purchase decision of
DVD players. Talking about gender, boys (28%) have an upper hand
in influencing the decision as compared to girls (23%). Also, the
influence level is higher for teens (25%) than tweens (19%).
Which
DVD player features are the influence drivers for kids? |
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Yet again, the Brand Name emerges as the topmost
feature when it comes to choosing a DVD player. 76% kids consider
brand as a ‘very important’ DVD player feature. This
is validated with 74% parents claiming the same. Girls (78%) are
more brand conscious than boys (76%) in case of DVD player features.
And though style and looks are important for kids, technical
aspects score highly in case of DVD Player features with ability
to play different type of CDs (64%) and scratched CDs (55%) and
sound system (50%) getting higher rank than other features.
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Base:
All respondents involved with the product (271) 8-12 years (331)
13-14 years |
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Among teens (76%) as well as tweens (77%), brand
is an important consideration feature. 8-12 year old kids give higher
importance to ability to play various disk formats as compared to
older kids .
Looking
across town classes, Tier 1 town kids (76%) are as brand centric
as the Metro kids (75%)
Finally,
does it translate into actual purchase?
16%
kids accompany their parents while going shopping for DVD players.
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High
involvement and influence |
Although
not directly involving kids, DVD players come across as a high involvement
category for kids, with a healthy transition of involvement into
influence. |
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| Archive |
Disney's Kid Sense: Computers -Oct 25, 07
Disney's Kid Sense: Mobile Phones -Oct 25, 07
The emerging ‘teleconomy’ (A consumer-business perspective
from MediaGuru Consultants) -Oct 18, 07
FAQs on CAS TAM Industry feature -August 22, 07
The Puppet Kings -September 14, 06
The analysis of TV viewing and favourite TV programmes in 71
territories in 2005
Most watched TV sporting events of 2005 - April 02, 06
Media forecast for upcoming Cricket series- February 06, 06
Regulating For Growth- December 05, 05
Trends in Mumbai print battle- October 29, 05
C & S Homes: The big debate- September 14, 05
Household Potential Index(HPI) from IRS- July 13, 05
THE TV SPORT MAP IN 2004- June 14, 05
Asia Pacific C&S Markets 2005- Apr 28, 05
Consumer Spending Poll- Nov 08, 04
M- SPECTRA : MADISON’S MULTI-MEDIA REACH FREQUENCY ESTIMATOR-
Oct 04, 04
Effective Return on Cricket Ground Signage- Aug 18, 04
Media effect and its measurement in Rural India- Aug 11, 04
Euro 2004 – Performance Analysis- Jul 22, 04
Business Media Opportunities in India- Jul 10, 04
Election 2004: Monitoring of TV Coverage - Jun 26, 04
Election 2004 A Study by MAXUS - May 29, 04
SMS users are open to brand marketing - April 22, 04
Celebrity Endorsements Inside Out: A CyberMedia Study - April
17, 04
Understanding women Study by MCI - March 20, 04
Consultation Note on Issues relating to Broadcasting and Cable
Services -
Jan 01,
04
SMS Selling Made Smarter?!- Dec 04, 03
ICCO World report October 2003- Nov 20, 03
DTH Studyby Initiative media- sep 23, 03
IRS Study- sep 17, 03
CyberMedia Research - July 17, 03
Media Financial Wellbeing - A Study by ATG - June 06, 03
The "Surer" way of consumer contact -May 15 03
TOWN & COUNTRY - June 24 02
All
in All!
Mudra
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