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Wednesday, Sep. 17, 2008 at 8:28 am

Kid’s Purchasing Power

By Natalie Hart
September 17th, 2008

When creating your ideal customer profile, few companies would include the age range of 13-21 year-olds, but a new study conducted by Doubleclick Performics and ROI Research might persuade you otherwise.

Children as young as 8 years-old are not just using the internet to chat with their friends on AIM or email grandma – they’re shopping online. According to the study:

“Four out of 10 responding young consumers said they used search to learn about products or services after seeing ads. Many said they used search engines to find places to buy, check prices or start researching purchases from scratch.”

What might be even more surprising is what they are looking at and the persuasive power they hold. Furniture, electronics, vacations and vehicles are just a few of the big ticket items that, according to Harris Interactive’s 2007 “Youth Pulse” report, 8-12 year-olds and 14-21 year olds are actually decision makers for large family purchase. This is one of the key dynamics that you must understand when you look at sales complexity and consensus.

However, this is not to say that in order to appeal to children, you must “dumb down” your website or overrun it with childish characteristics. But do consider these younger age-groups when deciding where to use your site’s advertising and marketing budget.

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Comments (10)

  1. I asked my now 12 year old son what he wanted for his bday this past weekend. He said he was only accepting cash.
    Over the past 4 or 5 years the answer has been the same and he has used Google to search out the best prices on xbox’s, spy pens, and other high priced games. He is certainly as you describe above and has used the search engines every chance he can to find the best deal. I love that he is doing this as it is not only getting him great deals but also helping him be web savvy at a young age not to mention that he has learned how to save money for something he really wants and appreciates what he has purchased.

  2. @Mark Olsen

    I can picture a boy saying in a stern tone – “This year I’m only accepting cash, thank you very much.” Hilarious how much “power” these kids have these days. It seems back in the day, they were happy receiving just about anything from their parents, now they dictate a lot more these days. We can either chalk it up to being spoiled or just better informed. :)

  3. Spoiled yes, and well informed on the fact that I will buy him some quickly purchased junk yet if he combines all the cash gifts he can make the decision on something he really wants. There have been many times when many months went by between the receipt of the money and the purchase and that’t the part I admire.

  4. It really is amazing just how much spending power the youngsters have in today’s world!

  5. You made a very good point.

    I fully expect my 5 year old grandson to be computer literate and able to use the internet for searches as his reading and comprehension skills increase. He already knows how to do a lot on the internet because I spend the time with him to teach him every weekend.

    I find it perfectly reasonable to expect his generation to be comfortable making purchasing decisions for himself and others using the internet, certainly by 8 years old.

  6. [...] FutureNow lees ik een artikel over de macht die kinderen hebben bij het aanschaffen van Family Products als [...]

  7. .. but who has the credit card? Not the 8 year olds right.

  8. great read.

  9. Toy industry is one of the largest industry in the world. Even online ecommerce sites dealing in toys industry are getting a very big share of whole online business

  10. This is true children now taking cash from their parents instead of any toy or game because by cash they can buy the game which they want to play such as xbox. China exporting unique and quality toys all around the world by this children can buy their demanding toys or games in cheap prices.

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Natalie is a Persuasion Analyst with FutureNow.

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