What role do Italian kids play in influencing household purchases?

Here’s what we know about this question, based on data on Italian kids aged 6 to 12 from our recent global Kidfluence study:

Almost all Italian kids help with household jobs – especially cooking. In Italy as well as globally, 9 out of 10 kids say they help out at home – and 8 in 10 parents confirm this to be true. Italian kids are much more likely than their global peers to assist their parents with cooking (42% Italy vs. 37% globally). Other ways they help are by playing with other kids in their household (56%), cleaning (46%) and shopping (26%).

Italian kids have a big influence on a variety of household purchase decisions. Almost all Italian parents (84%) say their kids play a role in household decisions. And for 30%, their kids play a “big role” (compared with 23% of parents globally).  More than 8 in 10 Italian parents say their kids influence purchases related to entertainment, food and groceries, vacations and day trips, and restaurants. Italian kids are more influential than their global peers in purchases of electronics (78% Italy vs. 75% globally) and television-related services (55% vs. 47%).

They have money of their own to spend. Most Italian kids receive money in cash (92%), usually for birthdays or other major events (71%), at random times from their parents (63%), at random times from other family members (55%), or as regular allowance or pocket money (45%).

Most Italian kids spend their money on toys, but those who are older spend across more areas. Three-quarters of 6- to 9-year-old Italians and half of those aged 10 to 12 spend money on toys. However, older kids are much more likely than younger kids to spend money on food, snacks and drinks (46%), clothes and shoes (46%), video games and in-game purchases (43%), and devices like mobile phones, tablets, and laptop computers (38%).

Before spending their own money, most Italian kids seek out input. Like their global peers, three-quarters of Italian kids consult with their parents about purchases they’re considering. They are less likely than their global peers to research potential purchases online (44% Italy vs. 54% globally).

Italian kids haven’t forgotten about stores. They’re slightly more likely than their global peers to ask their parents to take them to the stores they like (86% Italy vs. 82% globally). Almost 7 in 10 Italian kids think it’s more fun to visit a store in person than to shop online.

They value brands and are open to brand messaging. Most Italian kids (86%) say they really like brands and 68% think it’s worth paying more for a brand or product they like. Almost 7 in 10 follow certain brands. They are also more likely than their global peers to enjoy watching ads for things they like (82% Italy vs. 77% globally).