It’s a brat’s life
Nihal Raj is a 9 year old food blogger with a popular cooking channel on YouTube.
- Children are emerging as the new influencers.
- They are the key TV viewing audience, aware of new products, celebrity ads. They induce first trials.
- They are quick and comfortable with the internet – often help parents shortlist durables, gadgets, etc. online; they check reviews too.
- They accompany parents on shopping trips – rise in the number of food courts, kids’ play areas (e.g. Hamleys), gaming zones in malls are all indicative of the rising brat power.
- They are more mature and independent in making choices for self regarding clothes, stationery, school merchandise, etc.
Brands need to recognize the importance of a child’s gaze at every stage – right from communication to shelf placement.