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What influences parents’ buying processes?

Parents Insights finds that influence of family or friends is still the most marked.

Parents Insights has unveiled its latest study, looking into what influences parents’ buying processes.

Based on Parents Insights’ data, the influence of family and friends over all parents’ buying process is still the most marked, despite a 9% decrease in the number of parents reporting this since last period.

Just over half (53%) of parents under 25 reported that the opinions of family and friends impacted their buying process this period. Over the past year, the research shows that as their children get older, the influence that family and friends have over parents’ buying process increases, up to 67% when they are between two and four years old.

Having a functioning website is also important. Product reviews on a seller’s site have the most impact on the buying processes of parents over 35 (60%) and those earning over £100k (64%).

To know more about the world of parenting, you can download a free report by clicking here:

Photo by from Pexels.

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