Outside Influences on Play Product Purchases

NPD Highlights: The Evolution of Play

Children are driven most by what their friends are doing when it comes to the play products they want, but parents rely on a broader resource than what their friends are saying, according to the Evolution of Play 2014 report from The NPD Group, Inc.

Factors Influencing Child’s Desire for Play Products, % among parents with child age 2-12

  • What their friends are doing (51%)
  • What they see advertised on TV (49%)
  • What they see in a brick & mortar store (44%)
  • What they see on television show (40%)
  • What they see in movies they watch (24%)

Sources of Pre-Purchase Research, % among parents with child age 2-12 who engage in pre-purchase research

  • Product reviews on retailer websites (62%)
  • Asking my friends and other moms/dads (37%)
  • Product reviews on other websites (34%)
  • Product reviews from industry experts (31%)
  • Information on toy company websites (29%)

“The increased comfort level with online shopping also creates an expanded network for parents,” said Juli Lennett, president of the Toys division at The NPD Group. “When a child makes an immediate request for something they just saw on TV or walking through a store, the parent can almost instantly access input from other parents with just a few clicks. Providing an easy to access trusted resource for parents to get real feedback on your product is as important as getting the attention of a child.”

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The NPD Group, Inc.
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