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GenZ parents would like their tweens to De-Tech GenZ parents would like their tweens to De-Tech

Last week, we’ve published a story about new research done by JWT on Generation Z: “The blurring concept of on- and offline for GenZ“. GenZ is the first true mobile generation, they don’t know what a landline is and they take high speed internet, available anytime and anywhere, for granted: the difference between offline and online is becoming more and more a blurry phenomenon for this generation. Interestingly, the researchers at JWT have had a lot of focus on the parents of this generation and how they are dealing with their children in the era of social networks. Are they influenced by their children in making decisions? Do they see the massive amount of time spent on social networks as a threat to the well-being of their children?

Parents recognize the value of social networks to their children and almost all trust their child to use them responsibly—but they’re also aware of the possible darkside(s), with 8 in 10 parents paying close attention to their tween’s social networking.

With many Gen Z kids immersed in their digital devices throughout the day, parents want their children to de-tech and get back engaged with the real world.

While most parents consider their child mature enough to understand e-commerce sites, around half worry about a kid making irresponsible purchases or spending too much online.

Influence on purchasing decisions

In many categories children effect parents’ purchasing decisions. For tech items especially, notably mobile phones, many parents will look to teens for input when choosing what to buy. The analysts state in the report:

“Gen Z is making a significant impact on household purchasing decisions. Since this highly brand-savvy generation may represent the most informed consumer in the household, time-constrained, stressed-out parents are turning to their kids when it comes to choosing products. For tech purchases, in particular, parents will ask their teen for information and suggestions (for instance, 70% of parents report that their teen influences their mobile phone purchase). With many families shopping online together, brands should find ways to integrate parent and child into the process. On- or offline, keeping children engaged, informed and excited about products will help to drive household purchases.”

More on this topic in the full research, available at JWT.

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Posted in NextGens