| According to the study, the influence
exerted by 8-17 year olds in household purchasing decisions of books,
music, newspapers, magazines, DVDs and television has increased by
10 per cent or more in the past year.
Percent of Children (8-17 years old) Who Say They Have Influence
in Purchasing:
| Item |
2003 |
2002 |
| DVDs/Videos |
71% |
64% |
| Music |
67% |
60% |
| Books |
58% |
50% |
| Cable and Satellite TV Service |
22% |
16% |
| Electronics |
37% |
33% |
| Magazines and Newspapers |
35% |
32% |
Percent of Parents Who Say Children Have Influence in Purchasing:
| Item |
2003 |
2002 |
| DVDs/Videos |
79% |
69% |
| Music |
73% |
62% |
| Books |
66% |
51% |
| Cable and Satellite TV Service |
25% |
17% |
| Electronics |
44% |
38% |
| Magazines and Newspapers |
39% |
29% |
"Purchasing clout among today's kids has expanded beyond the traditional
borders of snack food and video games," said Ed Keller, CEO of RoperASW.
"We are beginning to see children as young as eight having an impact
on new, more sophisticated areas like home design."
According to the data, more and more 8-17 year-olds are saving
up for more expensive purchases. Clothing, shoe, and music purchases
rose 8, 5, and 3 per cent respectively among teens and tweens. Thirty-two
per cent of kids are saving money for clothes, 15 per cent for shoes,
and 13 cent for music purchases.
The Roper report study is based on 500 in-depth, in-person interviews
with consumers age 8 to 17. The sample claims to be nationally representative
of the youth and teenage population of the United States.
RoperASW, an NOP World company, is a leading global marketing research
and consulting firm. With headquarters in New York and offices in
London, Manila, and throughout the U.S., NOP World is the seventh
largest market research company in the US and among the top ten
globally.
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