A study carried out for Auto Trader in August, pooling the views of 1,000 parents and children aged between 5 and 11, looked at what parents and children looked for in their perfect family car, and to what extent children influenced their parents’ buying decision.
Findings pointed to a number of differences in the success of pester power, with more than three quarters of parents (78%) claiming that having kids forced them to buy a new car. And nearly four in ten (37%) say that children go on to influence decisions to buy their next car.
- Safety, size & space and comfort rated top considerations for parents when looking for the ultimate family car
- Dads are voted the better drivers
- Batmobile tops children’s favourite superhero car
“A substantial amount of research has been done looking at how the decision of the car buyer can be influenced and at what stage in the buying journey,” commented Nathan Coe of Auto Trader, “but few have really considered the role that children play, or the influence of pester power.
If one of the kids doesn’t like the shape or colour of your next car, or it doesn’t come with plug-in for an iPad, then you’d better be prepared for some serious pestering!”
It’s all about the colour
Overall, colour is the most likely area for successful persuasion by children (26% influenced their parents’ choice of colour).
Children are most likely to push for:
- Red (28%),
- Blue (21%),
- Black (14%)
- Pink (13%).
Perhaps unsurprisingly boys tend to favour red cars (28% v 23%) and girls preferred pink (26% v 1%). However, only 2% said they’d prefer a white car, despite white being the most popular new car colour, according to SMMT new car sales data.