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BizReport : Ecommerce archives : November 05, 2008

Consumers prefer to buy toys in-store

If online toy retailers want to attract more consumers to shop online than in-store, they must concentrate on the promotion of their product expertise along with the quality of their product lines, according to Ad-ology.

by Helen Leggatt

adology logo.jpgWhen it comes to purchasing toys, consumers main concerns are to do with product quality and safety, particularly in light of recent imported toys being unsafe for children, and price.

Perhaps this is why most consumers - 84% of those surveyed for Ad-ology's Media Influence on Consumer Choice study - prefer to shop for toys in-store where they can inspect the suitability of a potential purchase first-hand.

Those that prefer to purchase toys online tended to be those from higher income brackets, males and married consumers, found the survey.

Other key findings include:

- 65% of recent toy purchasers were influenced by information or advertising from television. Newspapers and magazines were also among the most influential traditional media.

- Half of households with children under 18 recently purchased toys, compared with only 18% of those without children.

Tags: children, in-store, magazines, newspapers, online shopping, product quality, safety, television, toys

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