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Pester Power Stronger in Pairs?
American parents buy an average of $276 worth of toys and games (including video games) each year for each child, according to survey findings just published by Decision Analyst, Inc. Surprisingly perhaps, a child with a single brother or sister gets slightly more on average than an only child.
Parents tend to fall into one of two categories, moderate spenders and much higher spenders. The most common spending range (23% of respondents) was between $200 and $299 per year, but the next most popular range was $500 or more, selected by 21%. 15% spend $300 to $399, and 7% $400 to $499.
Bonnie Kenoly, Senior Vice President at Decision Analyst, says catering for these two quite separate groups is 'a significant challenge for manufacturers targeting the children and teen markets'.
More kids in a household does not necessarily mean fewer toys each. Even in households with four or more children, spending per child is only 6% lower (at $258 per child) than in single-child families. Moreover, households with two children actually spend more per child on toys and games than single-child families, at $286 per child, compared to $274. 'Sibling rivalry may well place extra pressure on parents to indulge their children', says Kenoly, 'yet clearly only up to a point. With three or more children, the costs of just raising the children would appear to bite into toy and game budgets'.
The results are based on a nationally representative survey conducted online among 9,170 households (5,366 with children), which was referenced with census data for age and geography. Survey respondents were women based in the US, and members of the American Consumer Opinion(r) online panel, which includes over 3.5 million consumers.
The company's web site is at www.decisionanalyst.com
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