Are you someone who has your little darlings in tow wherever you go? Are your babies the centre of your world no matter what age they happen to be? It’s a well known fact that our children are big influencers when it comes to making those bigger purchases. They seem to bring a different set of opinions to the table when buying a piece of furniture for example. Little ones could be wondering how good a plush sofa seat could be for playing on, where as adults will just want to sink into in after a long day. The same thing can apply to car buying, it’s been proven that people on the market for a new car are actually listen to what their children are saying.
It’s been found that 37% of parents are influenced by their children when buying a new motor. Would this apply to you? After all what could a six year old possibly know about buying a car? There are so many things to consider and get right other than how bouncy the back seats and the colour of the car!
Well a large percentage, that’s one in four drivers have said that colour is the most likely factor that their children might play a big part in. Quite often buyers will look for colours that are visually appealing to their little ones and they trust their judgement too. Next it was the comfort of the car that the children will be trusted to decide on, with 13% saying that they would consult with the kids before paying out their hard earned cash.
But more shockingly there is evidence of the real purchasing power of children! It’s been claimed by around 78% of parents that having children in the first place forced them to buy a new car. This is no surprise, ferrying the kids to and from sports clubs and school can be exhausting in a bus. Cars naturally offer an easier way to transport the children and their things around town.
It was Auto Trader who commissioned this poll, Nathan Coe the director at Auto Trader said: “A substantial amount of research has been done looking at how the decision of the car buyer can be influenced and at what stage in the buying journey. But few have really considered the role that children play, or the influence of pester power. If one of the kids doesn’t like the shape or colour of your next car, or it doesn’t come with plug-in for an i-Pad, then you’d better be prepared for some serious pestering.”
The results varied from region to region too. Over half of Londoners at 55% said they would be influenced by their children in buying a new car, compared to just 24% of parents in the North East. The poll looked into the views of some 1,000 parents and children aged between 5 and 11. Auto Trader has said that the BMW 3 Series is the most searched for car in the family car category, this is followed by the 5 Series.