Media Influence on Consumer Choice: Toys
Ad-ology
October 29, 2008 48 Pages - SKU: ADL2213689
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While retail sales for traditional children’s toys were down slightly in 2008, it remains a $20B market. This report examines recent buyers of children’s toys including board games, dolls, and action figures.
This report includes extensive detail on the level of influence 15 different types of online and traditional media had on toy purchases, and reveals significant influence by online sources. Online media covered: Manufacturer Web sites, Store Web sites, Other Web sites, Auction Web sites, Videos, Blogs, Product Reviews, Email, and Search Results. Traditional media types covered: Direct Mail, Magazine, Newspaper, Out-of-Home, Radio, and Television.
Many factors play a role in toy purchases and the report examines the importance of factors like product quality, product safety, availability, and price.
The report also offers insights on how receptive consumers are to buying toys online, as well as insights about opportunities for independent toy stores that specialize in educational toys.
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- I. Executive Summary
- II. Survey Findings
- III. Consumer Spending
- IV. Methodology+Definitions
- TABLE OF FIGURES
- 1. Percentage of U.S. Adults That Have Purchased Toys Recently
- 2. Demographic Analysis of U.S. Adults That Have Purchased Toys Recently
- 3. Preference of Purchase Location (U.S. Toy Purchasers 18+)
- 4. Demographic Analysis of U.S Toy Purchasers (18+) That Prefer to Purchase Online
- 5. Factors that Are Most Important in Product Purchase or Location of Purchase (U.S. Adults 18+)
- 6. Factors that Are Most Important in Product Purchase or Location of Purchase by Age of U.S. Toy Purchasers
- 7. Factors that Are Most Important in Product Purchase or Location of Purchase by Gender
- 8. Factors that Are Most Important in Product Purchase or Location of Purchase by Race
- 9. Factors that Are Most Important in Product Purchase or Location of Purchase by U.S. Region
- 10. Demographic Analysis of U.S. Toy Purchasers Who Consider Price More Important than Product Quality
- 11. Demographic Analysis of U.S Toy Purchasers Who Consider Product Quality More Important than Price
- 12. U.S. Toy Purchasers (18+) “Somewhat” or “Significantly” Influenced by Information/Advertising from Online Media
- 13. Demographic Analysis of U.S Toy Purchasers Influenced by Social Networking
- 14. Demographic Analysis of U.S. Toy Purchasers Influenced by Online Video
- 15. U.S. Toy Purchasers (18+) Somewhat or Significantly Influenced by Information/Advertising from Traditional Media
- 16. Demographic Analysis of U.S. Toy Purchasers Influenced by Newspapers
- 17. Demographic Analysis of U.S. Toy Purchasers Influenced by Television
- 18. Demographic Analysis of U.S. Toy Purchasers Influenced by Radio
- 19. Demographic Analysis of U.S. Toy Purchasers Influenced by Direct Mail Advertising
- 20. Demographic Analysis of U.S. Toy Purchasers Influenced by Magazines
- 21. Demographic Analysis of U.S. Toy Purchasers Influenced by Out-of-Home Advertising
- 22. Percentage of U.S. Adults (18+) Who Consider Sports Sponsorships “Somewhat Important” or ""Very important”
- 23. Demographic Analysis of U.S. Adults (18+) Who Consider Sports Sponsorships “Somewhat Important” or ""Very important”
- 24. Percentage of U.S. Adults (18+) Who Consider Cause/Charity Support “Somewhat Important” or ""Very important”
- 25. Demographic Analysis of U.S. Adults (18+) Who Consider Cause/Charity Support “Somewhat Important” or ""Very important”
- CONSUMER SPENDING FIGURES
- 1. 2007 U.S. TV Market Comparison of Consumer Spending on Toys, Games, Hobbies and Tricycles (Estimated Total per Market)
- 2. 2007 U.S. TV Market Comparison of Consumer Spending on Toys, Games, Hobbies and Tricycles (Estimated Average Per Household per Market)
- 3. 2007 U.S. Consumer Spending on Toys, Games, Hobbies and Tricycles by Life Stage Cluster
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