Pester Power rules By CATHERINE LAMBERT 06apr03
AUSSIE kids are pestering their parents into getting their own way when it comes to clothes, toys and lollies.
And a survey shows they are having an increasingly bigger say in major household purchases, such as cars.
The survey, by the Cartoon Network, found 92 per cent of kids pestered mum and dad while shopping.
And 84 per cent of parents said their children pestered them at least once before they gave in and bought the present.
The survey was conducted on 600 children aged seven to 14 and their parents in Victoria and NSW.
But Australian children are modest pests compared with kids in the US, according to Duncan Morris, vice-president of research for Cartoon Network parent company Turner International.
"Our research in other countries shows kids pester for much higher-market items such as cars and computers," Mr Morris said. "In Australia they tend to pester for clothes, lollies and toys, which many parents probably think is bad enough, but the trend is for them to have a big say in buying major household items.
"The last thing any father wants to do is buy a car that his child thinks is uncool.
"Kids are incredibly knowledgeable about brands and they express that within the family."
Clare Odgers, 45, of Elwood, says she cannot believe the requests made by her son Harry, 12.
"We were particularly surprised by his interest in clothes because we didn't think it was such an issue for boys," Ms Odgers said. "But his brand knowledge is incredibly extensive, right down to the belt and the wallet,"
"Even though they move through fads very quickly, the pestering can get quite intense and it's definitely triggered by going out to shops, and peer group pressure is quite important."
Ms Odgers said daughters, Claudia, 9, and Ella, 7, were also clothes-savvy and often wanted the same clothes their friends wore.
"Clothes are important to my children; they express it as something they really need, rather than a treat," she said. "When they pester for toys and lollies they know they are asking for a treat, rather than something absolutely necessary - which is how they see clothes."
Ms Odgers agreed her children eventually got what they wanted, often reserving gifts for Christmas and birthdays.
"I try to put it off as long as I can and encourage them to save their money," she said. "They have to realise how much things cost."
Mr Morris said advertisers were beginning to understand that children had their own money and acknowledged their huge spending power.
The survey found Australian children spent about $500 million a year - usually on clothes, TV/home entertainment and sports equipment. But they were not so keen to spend their own money on lollies and soft drinks.
"Advertisers are taking more notice of children's opinions, even with something like toothpaste and toothbrushes - products increasingly aimed at children," Mr Morris said.
"Pocket money has always been around, but there is more variety of choice for children now and it all depends on what is in fashion at the moment.
"It's becoming all the more important for advertisers to stay on top of what children think is fashionable, to attract their spending power."
http://www.heraldsun.news.com.au/common/story_page/0,5478,6242448%255E662,00 .html
