KidSense
has revealed that the role of today’s kids has evolved to
active influencers and participants in the purchase decisions of
the non traditional product categories. This is corroborated by
a key finding that kids play the role of ‘information providers’
even for high end product categories such as television sets.
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 like television
sets.
How
involved are today’s kids with television sets?
51%
kids claimed to be involved with television sets as a product category.
Metro kids (54%) are found slightly more immersed in talking and
discussing about the product category as compared to Tier 1 kids
(49%) although the difference being quite low we see the Tier I
kids fast catching up with the Metro kids.
Do
kids play a role of consultants to their parents in case of television?
Kids,
today, not only gather information in vain but actively research
for the product and express opinion to their parents as 33% parents
endorse this fact about their kids. 18% parents also turn to their
kids for information on while buying television sets.
Role
of commercials
Next
only to products targeted and used by kids, a huge 70% kids like
to watch television set advertisements on the tube. Television set
ads also seem to make good conversation pieces as 32% discuss these
advertisements with their parents after watching them.
Does
the involvement translate into influence?
This
involvement translates into influence as well since a good number
of kids are influencing their parents into listening to them. 34%
of kids claim that their parents frequently follow their choice
when buying television sets and 21% kids declare that their parents
always follow their choice when buying television sets. 28% of the
parents interviewed take their kid’s opinion seriously and
follow their choice while buying television sets, hence, validating
their kids’ claims. As far as town classes are concerned,
the influence factor comes across more strongly with respect to
Metro kids (38%) as compared to their Tier I (30%) counterparts
in terms of influence.
Which
television features are the influence drivers for kids?
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