Kids Turn to Their Friends for Advice About New Products, but Parents' Opinions Still Important Too, Reports Mintel

Dec 14, 2010, 15:49 ET from Mintel International

CHICAGO, Dec. 14, 2010 /PRNewswire/ -- Kids today are more tech-savvy than ever before, learning about new products or activities from a wide variety of sources. Friends, the Internet and television ads are all considered go-to sources of information for children aged 6-11. However, latest research from Mintel finds that almost half of kids (48%) still learn about new things they want to do or own from their parents.


While that 48% still makes mom or dad viable sources of information when it comes to the hottest toy or activity, the most trusted resource is friends at school. Not surprisingly, 84% of 6-11-year-olds say they find out about new things from their classmates, and television ads are a close second with 81% of kids. Keeping it in the family, 40% also say they turn to an older brother or sister for guidance.

"At the upper end of the age range, kids 9-11 are more likely to turn to more diverse resources for information, including online ads and social networking sites, while the younger kids, aged 6-8, have a stronger reliance on parents," says Fiona O'Donnell, senior analyst at Mintel. "Much of this, obviously, has to do with the maturation of the individual and the exposure to a wider variety of media sources, especially the Internet."

Gender roles reign in kids' chores

Of course, once kids learn about new activities or products, they need a way to finance their fun. The top source of kids' spending money is helping with chores (47%). Thirty-nine percent of kids surveyed say they get an allowance, compared to 20% who don't receive spending money at all, but say their parents buy them whatever they need. According to Mintel, kids between the ages of 6-11 who earn money from chores around the house receive an average of $7.35 a week.

"While cleaning up their room, taking care of the pet, setting the table, taking out the garbage and house cleaning are the chores 6-11-year olds are most likely assigned, responsibilities in the household vary by age and gender," adds Fiona O'Donnell. "Boys 9-11 are more likely than girls or younger boys to take out the trash and mow the lawn, while girls 9-11 are more likely than boys and younger girls to take care of the laundry and do the dishes."

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SOURCE Mintel International