KidSense
discovers that the role of today’s kids has evolved from being
participants and influencers of purchase decisions to being consultant
for their parents. The key finding that kids are highly involved
in and are influencing two wheeler purchase decisions today, substantiates
the fact.
As
a part of KidSense, even the parents were contacted for information
regarding their kids’ involvement and influence. Parents too
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 high end categories.
How
involved are today’s kids with two wheelers?
50%
of all kids contacted claimed to be involved with two wheelers as
a product category. The involvement, quite apparently, is higher
in case of boys (55%) as compared to the girls (45%), with boys
talking about and discussing two wheelers more than girls.
Do
kids play a role of consultants to their parents in case of two
wheelers?
32%
parents acknowledge the fact that their kids do research and express
opinion about two wheelers. This information gathering results in
the kids being consultants to their parents as considerable number
of parents turn to their kids for information on two wheelers.
Role
of commercials
71%
kids said they like to watch two wheeler advertisements on television.
Two wheeler ads also seem to make good conversation pieces as one
out of three kids discusses these advertisements with their parents
after watching them.
Does
the involvement translate into influence?
Kids’
involvement in two wheelers as a category translates into healthy
influence as well. Parents endorse their kid’s view that their
opinion is frequently followed when buying two wheelers. Yet again,
the influence factor comes across more strongly with respect to
boys (41%) as compared to girls (32%) in terms of their influence
on their parents.
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