Backseat Buyers By: Kristi Rice and Michael Sigel Backseat Buyers
Feb 16, 2016
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/