With 90% of parents’ purchase decisions being influenced by their children, you need a marketing strategy that not only targets parents, but also connects to their children.
If your primary target market is aimed at adults, don’t think this is not relevant to you as a large proportion of your market are also parents and you could be missing a big opportunity in how your customers are being influenced.
Who’s really influencing your customers?
The data
There are estimated to be over 2.34 million two-children families in the United Kingdom as of 2020, with a further 1.9 million one child families, and 768 thousand families that have three or more children.
Generation Z (6-24 year olds) have more of a voice than ever before with the opportunity to express their opinions on multiple media platforms. They are influenced by their peers and in turn influence their parents.
Summary
- If you are targeting adults, you need a marketing strategy to target the parent section
- Children aren’t just there to influence their parents, they are also your customers of tomorrow
- Children are more likely to share content, influencing their peers which in turn influences their parents
- There are 8.9 million children who have significant (90%) influence on their parents
- Children are staying longer with their parents, having a greater influence for longer periods
