Sports gear is one of the most involving categories for kids with 65% kids claiming to be involved with sports gear as a product category. However, there is a visible gap between Metro kids (69%) and Tier I kids (57%), with Metro kids showing significantly higher involvement as compared to their Tier I counterparts.

What role do they play?

Kids are playing the role of consultants to their parents. 53% parents acknowledge the fact that their kids research and express opinion about sports gear, while 32% parents agree that they turn to their kids for information on sports gear.

Role of commercials

56% kids said they like to watch sports gear advertisements on television. For those who like to watch sports gear ads, the ads seem to make for good conversation pieces as 77% kids discuss these advertisements with their parents after watching them.

Does the involvement translate into influence?

The power of kids is growing as more numbers of kids are influencing their parents into buying their choice of sports gear. While 53% of kids claim that their parents frequently follow their choice when buying sports gear, 41% declare that their parents always follow their choice. Parents second the claim as 51% of all parents contacted said they take their kid’s opinion seriously and follow their choice while buying sports gear. As far as town classes are concerned, the influence factor comes across very strongly in case of Metro Kids with 58% claiming to influence purchase decision as compared to 47% Tier I kids.