Study: 40% Of Aussie Parents Are Giving In To Their Kids’ Influencer Obessions

Study: 40% Of Aussie Parents Are Giving In To Their Kids’ Influencer Obessions
Masha Astaptsova
By Masha Astaptsova



TotallyAwesome has launched its 2018 Kids’ Digital Insights Study which provides new insights to kids’ content preferences.

The study’s findings highlight social media and digital advertising as key influencers for purchasing, and the power of these platforms is growing in Australia.

Online celebrities continue to drive influence power, creating strong emotional connections with young audiences.

This is translating directly into ‘pester power’, with 40 per cent of parents saying they have bought their child what they wanted because an influencer on YouTube, Instagram or Facebook had it or used it.

The influence of digital advertising was also revealed as growing year on year. In 2018, 64 per cent of Aussie kids say they asked parents to buy an item they have seen in an online ad, up from 58 per cent in 2017.

Cross-platform advertising heightens cut-through

The study’s findings illustrate cross-platform advertising as the most effective strategy to reach Aussie kids and parents, with 51 per cent of kids multis-creening – combining TV and digital devices – with tablet the favourite device to use among kids.

There is also a high incidence of dual viewership, with 71 per cent of parents participating in their kids’ media activities.

2018 Kids’ Digital Insights Study (TotallyAwesome)

TotallyAwesome CEO Quan Nguyen said the 2018 report provides a valuable roadmap for maximising impact in the competitive Australian kids’ market.

“Our insights report offers brands a comprehensive view of kids’ media habits in a rapidly evolving digital world,” he said.

“The findings clearly show that Australian kids are consuming digital media with consistent growth each year.”




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