Brand awareness is inescapable as companies become more sophisticated with their marketing, especially toward children.  This “Must Have It” attitude permeates into self-conscious pre-teens who beg their parents into buying a pricey iPod or electronic toy.  

A survey by Experian Simmons, a leading chronicler of the American consumer for over 50 years, reveals that thirty-six percent of parents with children between the ages of six and eleven admit their children can significantly influcence their purchasing decisions.  Another 25 percent of those same parents claim that it was hard for them to resist their kids from purchasing highly vaunted items or toys.  This national survey, given to children, contains psychographic questions on fashion, media, money, their parents, friends and even their self-image.

“We have all seen that familiar sight of mom or dad walking down the grocery aisle with a child or two hanging in and out of the cart clamoring for that certain item,” said Chris Wilson, president of Experian Research Services. “Not only do we now know how successful those persistent children can be, but with our latest Kids Study, we learn more about what captures our kids’ interests and attention.”.

The survey reveals the following:

• Forty percent of MP3/Digital Media Player owners reported owning Apple’s iPod
• 975,000 have visited/used MySpace.com in the last month
• 2,376,000 have downloaded music online in the last month
• 1,367,000 have written or read an online journal/blog in the last month
• Fifty-four (54) percent (or 13,078,000) have a television in their room
• Twenty-six (26) percent (or 6,263,000) have a stereo in their room
• Nineteen (19) percent (or 4,658,000) have a computer in their room

During my childhood years, I had every electonic geek toy imaginable.  My constant nagging brought my parents to borderline insanity.  However, back in the early 80’s, these toys were merely a niche market and unnatainable to the typical consumer due to very high prices as compared to relative income.

Everyone wants a quality product or service.  Branding remains an important element toward a purchase.  But there comes a time when branding is not so important, especially when a cheaper product or service has equal or better quality.  In the end, it all comes down to good parenting and consumer sense.  Afterall, it’s Mom and Dad who really control the checkbook and the very powerful “NO” word.

Source: http://www.smrb.com/