Backseat Buyers

By:Kristi Rice and Michael Sigel

Backseat Buyers

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/