Steetwise Children Challenge Conventional Marketing
Older children are transforming tactical marketing because they are more independent and comfortable with money, according to the latest research for the Chartered Institute Of Marketing (CIM).
The survey, conduced by Mintel, questioned nearly 2,000 children aged between 11 and 14 about their outlook on life. Over half of the children questioned claimed that their ideas differ significantly from those of their parents, confirming the importance of marketing and advertising products directly to children.
Elvira Doghem Rashid, market analyst at Mintel, commented: “Children are becoming increasingly sophisticated in terms of marketing messages, as advertisers become more adept at reaching this group, who wield influence over purchasing decisions via pester power.”
The research also revealed the fact that children valued friendship above physical or commercial aspirations, with 93% of respondents ranking friendship their top priority. While ‘physical beauty’ and ‘having an active life’ are seen as important by only 18% and 37% respectively.
However, 28% of children surveyed agreed that they felt “very worried” about money, while 75% and 72% of children respectively were concerned about cruelty to children and the dangers of taking drugs.
Another recent survey from the CIM found that 75% of adults believe that children are exposed to too much advertising (see Children Exposed To Too Many Ads, Says CIM Research).
Chartered Institute Of Marketing: 01628 427 500 www.cim.co.uk
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