• October 30, 2008

Manufacturer and store Web sites as well as online product reviews influence toy purchases, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey.

Product quality and price are the top factors in consumer choice, followed by product safety and educational value, according to Westerville, Ohio-based Ad-ology's online survey of 1,105 US adults August 25-28.

Key findings from the survey suggest that nearly 84% of consumers said they still prefer to buy toys at a store as opposed to online. Those with high incomes, males, and married consumers report the most preference for online toy purchases.

Still, 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 to only 18% of those without.--Laurie Sullivan