Backseat Buyers Backseat Buyers By: Kristi Rice and Michael Sigel
The Article • Fact: Three out of five parents involve their kids in car-buying decisions • Result: Changes needed in advertising • http://www.youtube.com/watch?v=Mn7WP_adVu0
Other products? • Can you think of any purchasing decisions that now require input from children?
Other products • Electronics • Samsung Smart TV • Online purchases • More than three-quarters (77%) of kids age 8-14 have completed online transactions • Kids are helping in online decisions for a wide range of products from cars, doctors and vacation planning to ordering food and buying gifts
Why are kids’ opinions so important? • Guilt • Style and cultural trends • Technology • Desire for parents to be friends
Discussion • Do you think we are giving children too much power by letting them be involved in major purchase decisions? • As our tech-savvy generation heads into parenthood, will we still include our children in purchasing decisions?
References • Kids Making Play for Online Purchasing Power. Stars For Kids. Retrieved from http://www.marketingcharts.com/interactive/kids-making-play-for-online-purchasing-power-934/ • Three Out of Five Parents Involve Kids in Car-Buying Decisions. Advertising Age. Retrieved from http://adage.com/article/news/parents-involve-kids-car-buying-decisions/234124/