|
|
Study: Tweens Search For
Products Online, Get Parents To Buy Them In Store
Tameka Kee
MediaPost
August 6,
2008
It's prime time for the back-to-school advertising
onslaught, as retailers shilling laptops, apparel and
school supplies hone in on parents and their school-age
children. And according to new data from Performics,
including search marketing in the media mix is crucial
to snagging the attention and influence of tweens, as
they are increasingly using search to make product
recommendations and find pricing info for their parents.
Performics partnered with ROI Research to survey over
1,000 kids ages 10-14 on their Internet usage and
purchasing habits, adhering to the guidelines set out by
the (CASRO) for interviewing children for market
research. Respondents had recommended or made a purchase
within the past six months, and skewed more female (57%)
than male (43%). About half of the kids surveyed lived
and/or shopped in suburban areas, while about a third
were from urban locales.
The research found that tweens were most involved in the
recommendation or purchasing of electronics, apparel,
consumer packaged goods (CPGs) and telecom items like
mobile phones. And search seemed to impact their
recommendations for electronics and telecom products the
most.
For example, some 61% of respondents said that they had
involved search in the purchase or recommendation
process for electronics like video game systems, mp3
players and digital cameras. And 42% of tweens said that
search results had made an "extreme" impact on their
purchase decision or recommendation. They conducted an
average of five searches before making said
recommendation or purchase, and 66% of them used search
to find the best prices.
With telecom products, tweens mostly tended to assist in
the purchase of mobile phones, involving search in the
process 56% of the time. Nearly half of the respondents
said that search had an "extreme" impact on their
purchase decision or recommendation, and they conducted
an average of 4.5 searches each time. And two-thirds of
the tweens surveyed said that they used search for price
comparisons.
Peformics also found that tweens were using search to
find specific product information and store locations
across multiple product categories. Nearly half of all
respondents said that they used search to find product
Web sites in the electronics, telecom, apparel and CPG
categories, while nearly half said that they used search
to find out where to purchase said products online.
|
|
 |
|
|
This article is copyrighted material, the use of
which has not been specifically authorized by the copyright owner. We
are making such material available in our efforts to advance
understanding of environmental, political, human rights, economic,
democracy, scientific, and social justice issues, etc. We believe this
constitutes a 'fair use' of any such copyrighted material as provided
for in section 107 of the US Copyright Law. In accordance with Title 17
U.S.C. Section 107, the material on this site is distributed without
profit to those who have expressed a prior interest in receiving the
included information for research and educational purposes. For more
information go to:
http://www.law.cornell.edu/uscode/17/107.shtml If
you wish to use copyrighted material from this site for purposes of your
own that go beyond fair use, you must obtain permission from the
copyright owner |
