Back to school: budget and youth consumption trend
A survey sheds light on the many desires that drive our children to the Back to School.
At each age his pocket money
Pocket money ... this is a subject that children put back on the carpet at every Back to School. If the average monthly amount of pocket money is 8 euros for children who are in primary, it goes to 16 euros in college and finally 40 euros in high school. This pocket money rhymes with freedom for many young people. But what is the behavior of mothers of family ? Should they be given the choice to manage their money? 31% leave them entirely free to manage their pocket money and 46% say they advise rather than control them. 23% of moms confess to keep an eye on this pocket money and declare to monitor loan purchases of their teens.
What is the favorite place of children and teenagers for shopping back to school?
The mall simply! Young people like to meet there to spend time with friends. 33% do not hesitate to meet there at least once a week. 56% of moms recognize that shopping centers are their children's favorite places to shop. The numbers speak for themselves: 62% of teens inquire first on the internet but only 16% makes an online purchase. 55% of them prefer to indulge in the pleasure of shopping by moving in a shopping center. Nowadays, shopping malls have their cinemas, their fashion stores and their eating places. What appeal to the new generation. Before or after shopping, they can be entertained by "friends". One in three admits going to a mall once a week, sometimes even more.
What does the back-to-school shopping cart look like in 2011?
Parents of children and / orteens have failed to escape the ritual of shopping for the Back to School. It needed new school supplies, a new wardrobe but also one of the latest technological innovations. 89% of moms have also recognized that at this time their children, aged 6 to 18, do not deprive themselves to manifest their desires by claiming at least one object. At the top of these products are the new children's clothes (34%) and new shoes (28%). Eight out of ten mothers support and want to make these purchases a reality. After clothes and shoes, there are three mobile technology objects: 23% of parents realize the purchase of a laptop, which stands in front of the tablet (8%), the desktop (5%) or the netbook (4%). There is also the smartphone (222%) and the portable gaming console (18%).
Desires according to the ages
In children attending primary school, the playful side fuels their desires. Unlike college and high school students, who want to redo their wardrobe, 44% of primary school children want a game console, portable model preferably (37%). Then come the games that animate the playgrounds: trading cards (24%), spinning tops (24%) or figurines (20%).
For college students, getting a phone is as important as looking after their appearance. While 53% claim clothes or fashion accessories, 51% also ask for a mobile phone.
The craze for technological innovation is not fading as it grows. From high school to high school, teens develop their sociability while working on their image. 14 years is the average age of the first Facebook account and the first heels. While 55% are registered on the social network of the college, this figure increases to 91% among high school students. When 31% of schoolgirls have already worn heels, 84% of high school girls are already real initiates. According to this survey, girls would be the first to engage in "consumption of appearance" since some begin to wear makeup at 12 years.
No is no !!!
Children and teens are budding consumers and parents must regularly curb their desires. Young people often have to face the categorical refusals of their parents.47% of mothers asked to buy a computer or a portable game console and 51% of them about the smartphone say it is out of the question that they give in. Is the reaction identical to the pressing request of the smallest who are 31% to claim? For 75% of moms, the answer is yes. They resist.
This survey, conducted by Ipsos, Logica Business Consulting and Unibail-Rodamco, was conducted online from July 28 to August 3, 2011 among 600 mothers of children aged 6 to 18, representing a representative sample of this population on criteria of age, region, activity and age of children.
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back to school, kids clothes, back to school, teens, family