Marketing and technology: it’s time to look at the new generation!

A study carried out in December 2011 by TNS Research International found that 40% of Brazilian parents are influenced by their children in their decision to buy electronics. Of the 600 families interviewed in the main Brazilian capitals, 39% stated that they listen to their children before choosing a tablet or smartphone.

Olhar Digital also did its research through a survey on the website. The result was as expected: 58.1% of readers who answered the question said that they consult their children when buying some electronic equipment or are influenced by their opinions. In a quick search, we found that this influence young people is not limited only to devices as suggested by the TNS study. Paulo Mercado, executive director of foreign trade, is one of the examples of parents who bought a product as indicated by their son. He bought a MacBook Pro to leave at home because Henrique, 16, suggested it.

“Young people have a good knowledge of technology and are intensive users. He is the one who moves the computer the most, so he recommended the MacBook, which would be ideal to use at home and integrate with the iPads that my wife and I have”, he comments.

The executive also says that it was his son who demanded the increase in broadband in his home. He says he didn’t even question Henrique, because he knew that the change would be positive. “We need to have a notion of things to buy what meets the need, but I always take my son’s opinion into account”, he concludes.

At Paulo’s house there is still a differential. Not only does he like his wife like and understand technology, so the three are on equal footing. However, he points out that, in most homes, where the parents are laymen, the children greatly influence the decision to buy electronics.

The bachelor of information system, Alessandro Valdez Lopes, also knows about technology and, even so, ends up being influenced by his son in the choice of technological equipment. Gabriel, 13, knows how to convince his father with well-founded arguments. At the time when the family decided to purchase a new notebook, it was he who explained to his father what the benefits of the suggested machine were.

“He knows the characteristics of things like processor or screen size. I don’t usually consult him because I understand the subject, but he always brings ideas and I end up taking a lot into consideration,” he explains.

Regarding video games, as it could not be otherwise, it was Gabriel who gave the final say. The parents wanted to buy a PS3, but he was so persuasive in exposing the Xbox specifications, that Alessandro ended up buying what his son wanted. With the cell phone there was also an incentive on the part of Gabriel, who wanted his father to have an iPhone.

“Obviously, not everything he suggests we do, but he ends up influencing a lot. The other day he complained about the speed of the internet at home, but I didn’t pay much attention, because today, for us, it would not be necessary to increase it. None we spend a lot of time at home “, he concluded.

Unlike Alessandro, teacher Luiza Domaradzki buys everything her children suggest. After getting a tablet as a gift from Primognito, she started asking for app tips to buy and learned everything about the Android operating system. In addition, when she thinks about purchasing something, she asks for her tips. “’I don’t buy anything without consulting them first, from cell TV,” he says. And he adds: “According to my children’s friends, they never saw a mother as attuned as I am!”.

Young people themselves say they have a lot of influence on their parents’ shopping decisions or, in many cases, end up encouraging older people to become interested in technology. They guarantee that the suggestions given have made their lives much easier and are proud of their contribution. Student Carla Pari, 15, was the one who convinced her parents to exchange the mobile internet, used at home, for an internet plan with Wi-Fi. and they opted for wireless. Today everyone is much more satisfied “, he says.

The same happened with student Eduardo Pereira Moni, 18 years old. He says he influenced me, Elide, to buy a smartphone. He was the one who taught her how Wi-Fi, Bluetooth and even Google Maps worked. After these lessons, Elide rushed to buy a cell phone with internet access to enjoy it all.

“She asked for my opinion on which device to buy and which one would have the best cost-benefit ratio. We went to the store together”, she recalls. “Before I explained things, she thought that a cell phone was only used to make calls or send messages. She also thought that the only cell phone with more features that existed on the market was the iPhone. Today she has a device that runs Android” , says.

The young man also says that his mother, who is a teacher, started to become interested in social networks after he started to access the internet by cell phone. With Eduardo’s suggestion, Elide closed a data package and the combination of the web and the device gave her the chance to communicate better with her students. “I am sure that the things I have presented made her life easier”, he concludes.

Want to contribute to the story? Tell us about your shopping experiences with your kids in the comments below. Did they make good suggestions? Do you always consult them?

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