Want to Target Moms? Start By Influencing Their Teens
How many times a week do you find yourself looking at your teenage offspring and wondering if they think you’ve planted a money tree in the backyard? As it turns out, teens actually have a pretty big influence on household spending. According to a survey conducted by Robin Leedy & Associates, teen spending power goes beyond the items they buy for themselves. In fact, it suggests that teenage girls in particular tend to have a great deal of leverage when it comes to larger purchases. Why? Well apparently, teens tend to have pretty strong opinions on things. No surprise there.
We already know from a recent survey done by Child’s Play Communications that moms remain the major household purchasing decision maker in about 80% of families. Our survey also showed that moms dominate purchasing decisions for children’s products. So if a teenager feels the need to weigh in on a possible household acquisition, her best bet is to have a chat with mom.
In an article on PRWeb, Alyson O’Mahoney, executive vice president and creative director at RL&A, stated that “What is important here is that this teen purchase influence exceeded the categories where we expected to see impact, such as their own fashion or beauty items, and extended into larger, more general purchases like the car mom drives, where 44% of moms ask their daughter’s opinion.” Even more interesting is a stat in the RL&A study indicating that six out of 10 moms have gone so far as to change a purchase decision in the last three months because of an opinion given by their teenage daughter.
Here are some more interesting bits of information, according to the PRWeb article: “The Teen Purchase Influence survey, conducted in conjunction with Persuadable Research, also showed when this influence begins: more than half (57%) of mothers report that their daughters began influencing decisions at the age of 11 or older; nearly a third (30%) said they began earlier, between 5 and 10 years old.”
In addition, the results indicate that teens not only influence moms’ purchase of personal care items. Teens’ opinions also weighed pretty heavily in deciding which breakfast cereals, snack foods and beverages to pick up and even which restaurants to visit. But while teenagers are a big influence, so are factors such as TV/print advertising as well as the opinions of family and friends.