Media Influence on Consumer Choice: Toys

Published by: Ad-ology

Published: Oct. 29, 2008 - 48 Pages


Table of Contents


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

Abstract

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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