The influence that children have in the decision-making process of products ranging from clothes to breakfast cereals to games is enormous. Over one third of children 6 to 13 believe they are successful with “pester power” for each of the top ten purchasing categories.


Top ten categories where Young Australians aged 6-13 mainly decide


Source: Roy Morgan Research Young Australians Survey, July 2009 – June 2010, n=2,983.


Michael Duncan, Industry Director – Agencies, Roy Morgan Research, says:

“The influence Young Australians have on the purchasing decisions is significant across a range of products. This generation is well informed and clearly understand brands and specifically what they think is cool right now.

“Whilst you would expect Young Australians to have a major influence on toys/games, they also have a significant say in what they wear and eat, this generation often knows what they want and expect to be able to convince their parents to buy it for them.”

Purchase the complete Roy Morgan Young Australian Survey Report. More than any other study, this report will help you understand Young Australians. This report provides insight into Young Australians (6 - 13) comparing what they think, their activities, media consumption, financial status, retail activity and mobile phone uptake and use in 2008 to 2010.

Purchase from an extensive range of Young Australian Reports or detailed media profiles.


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