Survey: Web Sites Now Influence Over Half of U.S. Toy Purchasers

by Jay Cochran
October 29, 2008
More than half of recent toy purchasers rank product reviews, information and advertising found online along with manufacturer and store websites as having some influence on their buying decision, according to the Fall 2008 Ad-ology Media Influence on Consumer Choice survey.

The Ad-ology survey also indicates “product quality” and “price” are the most important factors as consumers shop for toys, followed by “product safety” and “educational value.”

“These results reveal an opportunity for independent toy retailers who specialize in unique, high quality and educational toys and whose stores feature sales personnel knowledgeable about toys and child development,” said C. Lee Smith, president and CEO of Ad-ology Research. “It is critical toy retailer web sites show the quality and value of what they’re selling, the breadth of product selection and the expertise they provide.”

Other key findings from the survey:

- Nearly 84% of consumers say they still prefer to buy toys at a store as opposed to online.

- Those with high incomes, males, and married consumers report the most preference for online toy purchases.

- Half of households with children under 18 recently purchased toys, compared to only 18% of those without.

The Media Influence on Consumer Choice survey is conducted quarterly by Ad-ology Research to study on- and off-line media influence on buying decisions.

The full report covering “Media Influence on Consumer Choice: Toys” is available through Ad-ology and can be purchased online at The 48-page downloadable report is $495 and features 27 data charts, consumer-spending estimates on toy purchases, and additional marketing insights.


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