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Kid’s Purchasing Power

Posted By Natalie Hart On September 17, 2008 @ 8:28 am In Research,Retail | 10 Comments

When creating your ideal customer profile, few companies would include the age range of 13-21 year-olds, but a new study [1] 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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URL to article: http://www.grokdotcom.com/2008/09/17/kids-purchasing-power/

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[1] new study: http://http://www.emarketer.com/Article.aspx?id=1006476&src=article1_newsltr

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