The findings of a survey named as New Generations 2001, conducted on Indian kids by Cartoon Network, reconfirms the power of the kids to make their parents dance to their tune when it comes to purchasing a product. The study also throws light on some of the compelling aspects of the child as a consumer. And some of these aspects are as follows:

Insistence power
Insistence power emerged as one of the New Generations 2001 study’s important findings by the virtue of which the kids pester their parents and make them invest on their asked-for favourites. In the study mothers were interviewed in order to validate the claims made about the children’s power of insistence. It measured the level of influence children have on purchase and brand decisions across 37 product categories. And the results primarily confirmed the stretch of the influence of the kids beyond traditional products, opines Duncan Morris, Vice President, Research, Turner International Asia Pacific. Advertisers ought to tailor their messages keeping the kid sector in their minds, he opines. The survey indicates that today’s children usually have a strong opinion on brands. For instance, the study conducted on kids aged 7-14 revealed that Santro is their favourite car followed by Maruti 800 and Zen. And Nokia was voted as their most favourite mobile brand. An international comparison on the extent of influence on parents’ purchases, conducted across 30 product categories, revealed that while South Korea and Japan were at the upper-end of the spectrum, Singapore and Malaysia figured at the bottom and India hovered somewhere in the middle.
The number of children in the Indian cities receiving pocket money from their parents is constantly on the rise. The percentage, however, varies from city to city. Delhi happens to have the highest. The children of Mumbai have the third highest purchasing power. And kids of Bangalore have the lowest. Surprisingly, kids from smaller towns like Ludhiana, Jaipur and Indore have higher spending power than children in metros.