US youth wielding more influence over household media choices

MUMBAI: The power of Generation Next in deciding family purchase decisions ranging from media and entertainment to even what food is eaten in American homes is on the up and up.

These were the findings announced on Wednesday by global marketing research and consulting firm RoperASW in its 2003 Roper Youth Report, which examINed the purchasing power of American teens and tweens.

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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