• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Kids power! The major role of children in parents’ purchasing

Kids power! The major role of children in parents’ purchasing

30th October 2019 by Gerrit Nagel

Today’s kids are constantly recording new information and are already active in the media field at an earlier age. In addition, they have a strong opinion about brands and products. These are some of the conclusions from BrandDeli’s study among parents with children.

This generation is faster than ever. They pick up communication at lightning speed and even young children already know faster than their parents what developments are taking place in the field of new technologies. What do these developments mean for brands? And how strong is the impact of children on the purchasing process in 2019 and beyond?

RTL and BrandDeli researched in the Netherlands recently – questioning a representative sample of 1,115 parents with children from 3 to 12 years old – to gain insight into the behaviour of these young consumers. This shows that children are real influencers. They have a strong and friendly relationship with their parents and are not afraid to express their opinion. During a day of shopping, children regularly go with their parents, and they also watch their parents when they are shopping online.

And when they are present, they also decide on the purchases! Children are largely involved in deciding which toys and clothing to buy, but even in the electronics, smartphones and automotive categories, children are heard. The older children get, the greater this influence becomes.

Children also actively tell parents about brands and advertisements that they are not familiar with. A catchy slogan or jingle is well remembered and the right touch of humour and fun even ensures that kids discuss advertising together.

Six practical tips for advertisers

  1. Kids are true influencers: don’t forget the value of their opinion in communication
  2. Make sure you keep children in the top of your mind during the time of purchase
  3. Also, involve children in the less obvious categories in communication
  4. Take into account the way children consume content to reach this target group
  5. The best editorial content for communication is fiction with young children, and realistic content with older children
  6. Provide a catchy slogan and/or jingle, the right dose of humour and a clear message.

All Response Media viewpoint
This piece of research still clearly shows how important the so-called ‘pester factor’ is when it comes to children influencing their parents purchasing behaviour. And although kids use more devices than just television, this is still an important source of entertainment for them. Furthermore, more than a quarter of parents of 3-12 years old kids watch TV together so another good reason to program commercial messages addressed to both target groups on children’s television.

For more information on the TV services, we offer click here.

Subscribe For More

Newsletter Signup

Primary Sidebar

Connect With Us

Newsletter Signup
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Categories

  • ARMalytics®
  • ARMLife
  • Branding
  • Data
  • Development
  • Digital
  • Door To Door
  • Gaming
  • GDPR
  • International Expansion
  • Mobile
  • Outdoor
  • Podcasts
  • Portfolio
  • Press & Inserts
  • Radio
  • SEO
  • Social Media
  • Strategy
  • TV
  • TV Campaigns Analysed
  • Uncategorized

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 20 240 2726

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy