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Insight of the Week: Targeting the High Spenders on Christmas Toys

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Christmas is a time for giving, and for many of us much of the gift giving is to children. For brands therefore, understanding those consumers who spent a great deal on toys and games for children across the year is particularly valuable when this time of year comes around.

Data from Kantar Media’s Republic of Ireland TGI study of consumer behaviour and characteristics reveals that 18% of adults (quarter of a million people) spent a huge €300 or more on toys and games (excluding computer games and consoles) for children (up to 14 years old) in the past year.

These consumers are over twice as likely as the average adult who buys kids toys and games to have bought (in the past 12 months) remote control toys, twice as likely to have bought bikes or scooters and 91% more likely to have bought electronic learning-based toys or games.

It won’t be any surprise to know that these high spenders are far more likely to be parents, though it is instructive to note that they are also 95% more likely than the average kids toy buyer to have a family income of €75,000 or more

These high spending toy buyers are also markedly different in other ways to your typical toy purchasing consumer. When it comes to their attitudes, marketers should take note that they are 31% more likely than the average toy buyer to admit to being easily swayed by other peoples’ views, 35% more likely to say they prefer to stick with brands they know and 39% more likely to assert that they tend to go for premium rather than standard goods and services.

When it comes to reaching these high spenders with the right media mix, it is important to consider that TGI data shows they are 30% more likely than the average toy buyer to say they often visit a radio station’s website or social channels when a presenter mentions them on air and 26% more likely to say they tend to buy products from companies who sponsor radio programmes. They are also 59% more likely to be amongst the 20% heaviest consumers of magazines and 31% more likely to be amongst the 20% heaviest consumers of outdoor media.

To view archived TGI Insights of the Week please click HERE

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Kantar Media Weekly Insights