Parenthood and Electronics

Electronics marketers should hand out fertility drugs. After all, as a new Vertis report documents, consumers are more likely to buy all sorts of big-ticket electronics items when they have kids in the household. The report, released late last month and analyzing data collected at the end of 2007, found 27 percent of respondents saying they intended to buy a computer in the next 12 months. Among those with a kid age 12-17, the figure was 39 percent.

Similarly, 12 percent of all respondents said they expected to buy a video-gaming system in the next 12 months, vs. 26 percent of those with a kid age 6-11. As for digital cameras, 18 percent of all respondents, vs. 24 percent of those with a kid under age 6, intended to buy one in that period.

Another part of the survey looked at the factors that shape the buying decisions of consumers (parents or otherwise) in this category. While “brand name” still topped the list when people were asked to cite the “most important” factor in their choice, there’s been significant slippage since a 2004 Vertis poll, in which 40 percent of respondents cited the brand name as the chief factor influencing their purchase decision. In the new poll, 28 percent cited price. Twenty percent pointed to special offers like discounts, while another 10 percent mentioned special financing offers. Sixteen percent said a helpful/knowledgeable sales staff is what matters most.