Parents research baby toys more than any other purchase

Study reveals parents spend more time researching baby and toddler toys than mobile phones

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A study has revealed that toys and baby food are the most highly researched products by parents, outstripping complex mobile phones and computer printers. 

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The survey of 13,000 shoppers showed that when buying for baby, parents go through a complex decision-making process.

When it came to shopping for baby toys, over three-quarters of respondents said “I like to compare brands”.

Parents use up to 11 ‘touchpoints’ – such as websites, apps, ads and social networking – to find out about toys before buying.

Researchers also said baby toys were the second most emotionally rewarding purchase, after video games, with 50% of parents agreeing, “I don’t just buy brands for functional reasons, I also get an emotional reward out of it”.

The study claims baby food is a “passion purchase” – which means it’s considered emotionally rewarding and relatively risky, so decisions about what brand to buy are made with great care.

The findings showed that 83% of people think that when it comes to buying baby food “it’s really important to buy a brand you trust.”

The PeopleShop study was conducted by shopper agency Arc.

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