Social Media Increasingly Shape Children's Shopping For School
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School-age children greatly influence the purchase decisions of their parents during the back-to-school season, a critical period for a wide range of brands and products. At the same time, children’s opinions are shaped by a variety of influences, such as what they see on social media apps like TikTok and video-sharing apps like YouTube.
While 67% of parents said their children influence back-to-school purchases, only 34% of children said their parents influence their decisions. Instead, children are most likely to be influenced by school supply lists (56%), browsing in-store (56%) and word-of-mouth recommendations from teachers (53%), according to a survey by advertising agency Dentsu.
While 67% of parents said their children influence back-to-school purchases, only 34% of children said their parents influence their decisions. Instead, children are most likely to be influenced by school supply lists (56%), browsing in-store (56%) and word-of-mouth recommendations from teachers (53%), according to a survey by advertising agency Dentsu.
