In its study, The Mobile Device Path to Purchase: Parents & Children it found that for Apple, “child pestering” is the top predictor, being twice as important as social media, while for Samsung, it was the second predictor (first was positive word-of-mouth, by about 15%) in driving parental purchase intent.
Jeri Smith, president and CEO, Communicus, said. “We found that ‘pester power’ can even outweigh a parent’s beliefs that a device is easy to use or has the best features and functionality.”
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