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BizReport : Ecommerce archives : January 06, 2012

Pester power sends parents online toy shopping

Now that the Christmas rush is over it's time for toy retailers to take a step back and look at the role of the Internet in the consumer purchase journey. Google's recently released study is a good place to start.

by Helen Leggatt

According to Google's "The Role of Digital in the Toy Shopper's Journey" study, when little Johnny expresses a desire for a particular toy the Internet is where many parents head.

Children, of course, are responsible for sending their parents into a toy-spin. Over two-thirds of toy purchases were heavily influenced by the kids with Mom being more influenced by them (71%) than Dad (54%).

In the search for the perfect gift parents are heading online and, according to Google's findings, their research is rigorous and sometimes drawn out. Almost 2 in 5 spend more than 3 weeks researching and almost half of all buyers use more than five sites. To this end, marketers are advised to remarket to customers who don't immediately convert.

Most online toy research is done from home, probably when the kids are safely tucked up in bed, but 28% research from work or in a restaurant (18%). Mobile plays a role with 15% doing toy research while in the store or during the daily commute (10%).

Judging by the 43% of respondents that use video sharing sites in their research, more than use manufacturer sites (39%) or search (39%), parents like to see toys in action before purchasing. Almost a quarter (23%) of those who viewed them found them useful. Furthermore, online video ads were cited by 16% as being 'extremely useful' in their toy research coming behind sponsored search listings (26%) and email ads (21%).

Tags: children, Google, online, online advertising, online retail, online shopping, online video, purchase behavior, remarketing, research, toy shoppers, toys

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