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, the 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.”
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.[Source: "Kids turn to their friends for advice about new products, but parents' opinions still important too." Mintel. 14 Dec. 2010. Web. 17 Dec. 2010.]