Gadgets
being the buzzword among the kid’s today, it is not surprising
to see a high number of kids involved in Video Games and Playstations
as a product category. What is interesting to see is how they have
evolved as ‘information providers’ to their parents
and actively participate in the buying process by accompanying the
parent while shopping for the same.
How
involved are today’s kids with video games and playstations?
A
whooping 63% kids claimed to be involved with the product category
of video games and playstations. Looking across town classes, the
involvement is much higher amongst the Metro kids (66%) as compared
to the Tier 1 kids (55%).
Do
kids play a role of consultants to their parents in case of video
games and playstations?
Kids
act as ready reckoners for their parents as 47% parents acknowledge
the fact that their kids do research and express opinion about video
games and playstations. Since the kids are the end users for video
games and playstations, most of the parents turn to their kids for
information on video games & playstations.
Role
of commercials
48%
of the kids interviewed said they like to watch video games or playstation
advertisements on television. For a high involvement category, directed
at kids, video games and playstations ads make good conversation
pieces. 31% discuss these advertisements with their parents after
watching them.
Does
the involvement translate into influence?
A
significant number of kids are influencing their parents into listening
to their opinions and preferences. 47% of kids claim that their
parents frequently follow their choice when buying video games or
playstations for them. 40% of the parents take their kid’s
opinion seriously and follow their choice while buying video games
and playstations, hence, validating the kids’ claims. As far
as town classes are concerned, the influence factor is almost equal
in case of both Metro kids (47%) as well as Tier I (45%) kids.
Which
video games or playstation features are the influence drivers for
kids?
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