Vision - January/February 2008 - (Page 88) Just the stats ElEctronic toys for Kids Le Purarnin cha g D se rive Ele Pla s E ctro ns -To Ele nic y Consumer electronics aren’t just for adults any more. Retailers can go much further than just reaching the teen market. CEA and The Toy Industry Association’s recent survey shows that kids from birth to 15 years old want their electronic toys, creating a $1.6 billion market. 87% 85 82 81 73 Sources of research/information about electronic toys Introduce children to technology Your children In-store displays Information on product packaging People you know who have the product Commercials on TV 33% 31 Education/learning 68 Children Influence Product Purchases 73 Promote problem solving 48 Hold children’s attention 44 28 Promote creativity Promote social skills development 23 22 22 Leave adult electronics alone Gift-Giving Occasions Among Parents of Kids 0 to 15 Birthday Christmas No specific reason; just wanted to buy it Item on sale Looked cool so bought it Reward for good behavior/ grades Source: CEA Market Research Highly Concentrated Sales Channels Electronic toy purchase locations Men 40% 26 WoMen 49% 15 Fun Keep children distracted Make sounds Interactive 26 6% 6% 3% 33% 24 16 10 33 16 Spots Illustration/Jupiter Images 42% 12 9 10 Mass merchant General toy store Online General electronics store Department store Local independent toy store Baby product specialty store Drug / grocery store Somewhere else Don’t know www.ce.org 88 January/February 2008 Ima Electronic Toys for Kids • Positive Perceptions of E-Toys From the Consumer’s Point of View 2% 2% 1% 1% 4% geZ oo/ Jup iter c o Ele tronic r DV Dg ctro lea am rn Rad n es io-c ic lear ing a Ele ids nin ont ctro 40 g sy roll Ele n % ctro ic bo ed veh stems oks 36 nic icle ins s, e m 34 Pla trume usic tc. al y ve nts 32 Pre hic le t 29 Ro end p s bot lay s Ele ctro 24 nic pet 22 s 18 15 12 Dorling Kindersley/Punchstock Ima ges http://www.ce.org
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