Although they do not have direct purchasing power, children exert an important influence on the market through their parents. According to a survey of YouGov, a multinational specialized in online market research, 31% of people in Brazil allow their children to affect their purchasing decisions. Furthermore, four in 10 respondents feel that it is often difficult to tell not to the children. Young people, a group made up of all age groups under 18 are the second group for which adult Brazilians buy the most gifts (61.8%), behind only their parents (62.5%).
as the Children’s Day approaches, YouGov BrandIndex, a tool that maps thousands of brands daily, has identified which ones can benefit most from the preference of Brazilian children and young people in four key sectors: videogames, streaming, fast food and electronics.
In the sector of videogamesthe franchise FIFA and developer Xbox Game Studios are, respectively, the names with the highest ratings consideration (when those surveyed answer the question Which of the following brands would you consider purchasing?) among Brazilians who live with children and adolescents under 18 years of age. This rating reflects how many Brazilians are willing to include a specific brand in their next purchasing decision.
FIFA, with its score of 41.1 points, surpasses by a wide margin Minecraft’s score of 33.9, a title that, globally, is more linked to a young audience. Meanwhile, Xbox Game Studios’ advantage over its main rivals (Sony Entertainment and Nintendo) is much smaller, with ratings of 31.8, 25.3 and 22.5 points, respectively, assesses David Eastman, general and commercial director at YouGov in Latin America.
In the field of streaminga Netflix leads, with a consideration of 73 points, closely followed by YouTube, with 69.6 points. Both platforms are rated substantially higher than their competitors, indicating children and young people’s preference for online video content.
However, it is worth noting that, within the Top 5, only the last two brands show an improvement in their score, compared to the level recorded on January 1, 2023. Until September 14, Netflix, YouTube and Amazon’s Prime Video saw its ratings worsen by -1.2, -0.2 and -2.9 points respectively, while Disney+ managed to improve by 1.6 points and SBT grew by 1 point, adds Eastman.
Among the networks fast foodo McDonald’s has the highest rating, with 40.5 points, and was the only company in the Top 5 in the category that showed an improvement (of 0.5 points) since January 1, 2023. Although the Burger King is not far behind, with 31.1 points, its performance throughout the year helped to increase the difference between the two players. Other companies fast foodas SubwayHabib’s e Bob’sappear in the Top 5 with lower scores, indicating that less than a quarter of Brazilians with children or grandchildren would consider going to these restaurants.
Finally, in the electronics category, the Samsung The most influential brand among Brazilians with children at home, with a consideration of 55.9 points. A Appleits closest rival, has less than half that score and has fallen substantially throughout 2023.
With a few exceptions (including Alienware and Sony), virtually every electronics brand except Samsung lost ground in its consideration rankings this year. This could translate into fewer electronic devices and gadgets being purchased by parents for their children or grandchildren. And in the long term, the loss of potential customers in a few years is also possible, points out the executive.
The scores above are based on an average daily sample of 135 adults in Brazil, between January 1 and September 14, 2023. The numbers are based on an eight-week rolling average.
When it comes to marketing to children, it’s important to create engaging ads that stimulate children’s senses. Vibrant colors, happy sounds and characters are effective in capturing the attention of this audience. More and more companies are focusing on children, not only because they consume various types of products, but also because, in the future, they will become potential consumers. Furthermore, it is essential to remember that children are digital natives, being familiar with electronic devices and digital media from an early age.
According to the study Children’s in today’s world (in the free English translation, Children in today’s world) from Activa Research, parents of children aged 3 to 9 say that products with characters on the packaging and certain toys inside are the two most important for their children. However, parents of children aged 10 to 13 say that their children base their choices on the influence of friends, social media and brands.
So how do you market to them? Global strategic communications agency Another has some insights that will help reach this audience and make your brand a success this Children’s Day.
In this digital age, videos unboxing toys have become very popular among children. They also love stories, making creating video content with engaging narratives and using popular toys an effective strategy. A successful bet for big brands was the production of animated programs and films in which their products are transformed into main characters.
Emotional messages of friendship and family unity are also effective. Children value family time and friendships, which is why they tend to be attracted to campaigns that promote these values. Speaking of which, it is important that content aimed at this audience has a meaning of responsible learning. Campaigns that teach values such as respect, environmental responsibility and good habits have a positive impact on children and also attract adult consumers.
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