Kids' Impact on Household Decisions - US - February 2020
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While the US population may be aging, kids remain critical decision makers and tastemakers. Kids can potentially influence purchases made by the over 260 million people living in family households in the US. Today’s kids have close relationships with their parents, and while parents do want to reserve major decisions such as choosing a new car for themselves, they value kids’ input. Kids are given a fair amount of discretion on items that primarily affect them – such as the food they eat and the activities they do – and also weigh in on family decisions like where to go on vacation. As would be expected, kids are more trusted to make decisions for themselves and their families as they get older.
"About 30% of households in the US include children, but as families typically spend more than other groups on food, clothing and many other types of goods, their significance far outweighs their numbers. Beyond increased spend, these younger households also drive consumer trends across categories. This Report analyzes the vital role children play in household purchases and decisions, which often go far beyond those that impact children exclusively. With the influence that children wield in many category decisions, brands may find the youngest members of a household are the most important to win over."
- Dana Macke, Associate Director - Lifestyles & Leisure
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