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Backseat Buyers

A significant trend emerges as three out of five parents now involve their children in car-buying decisions, leading to a shift in advertising strategies. This article explores the reasons behind the growing influence of kids in purchasing choices, from cars to online shopping. With a large percentage of children aged 8-14 actively participating in online transactions, their opinions matter more than ever. This raises important questions about the balance of power in consumer decisions. Should parents be concerned about giving kids such influence in major purchases?

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Backseat Buyers

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  1. Backseat Buyers Backseat Buyers By: Kristi Rice and Michael Sigel

  2. 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

  3. Other products? • Can you think of any purchasing decisions that now require input from children?

  4. 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

  5. Why are kids’ opinions so important? • Guilt • Style and cultural trends • Technology • Desire for parents to be friends

  6. 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?

  7. 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/

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