BANGKOK: Asia’s kids are digitally-native consumer powerhouses, influencing their parent’s spending in the clothing, travel and household categories while also spending more than three hours a day online.
“Nowadays, everything is screen based. Kids watch TV, they play mobile games, they play internet clips…everything is screen based, especially here in the Asia region,” according to Marcus Herrmann, COO of kid-safe content platform TotallyAwesome.
“Thai (kids) have a 98% preference for the internet. And it’s up 20% - it grows every year,” he told the IIeX APAC market research event in Bangkok.
“We see that strong, strong preference now for digital devices and the internet. And they spend a lot of time on it,” he said. (For more details read WARC’s report: Asia’s kids are consumer powerhouses.)
The average child in Asia spends at least three hours online on school days and more than four hours on weekends, preferring smartphones and tablets over desktop use. School-aged kids in Asia now have a wealth of information – and products – at their fingertips. They also have their own revenue streams – and it’s not just pocket money anymore.
With that comes the ability to influence their parents’ purchase decisions as well as their own, Herrmann said. While kids have the most persuasion in categories directly targeted at them – such as toys and board games – he revealed that they also influence their parents in categories that affect them indirectly, such as clothing and travel. Kids also influence their parent’s purchases in toiletries, soap, shampoo, and toothpaste.
“You want to make sure that your kid is well dressed; otherwise, he is not fashionable at school. You want to make sure that you eat at the restaurants where your kid likes the food; otherwise, you're going to have a very unpleasant one hour or two hours. You want to make sure that you spend your holidays somewhere where your kid is happy; otherwise, it's going to be two weeks in hell,” Hermann said.
“This is only money for the kids … here in the (Asia) region, kids are very, very spoiled. They have a lot of pocket money, they have a lot of influence, and they get what they want.”
Sourced from WARC