Although children may be the end user for toys, these products are primarily purchased by mom, and she is typically searching for the best quality at the lowest price, according to marketing consultant Harbinger Ideas. Moms rely on friends and family when seeking information about toys, followed by product reviews on non-company websites, and advertising.
Two in 10 women (21%) read online reviews of toy products and 12% write online reviews. Those who share information on toys primarily convey their good experience, help others make smart purchases, and share bad experiences. [Toys/Consumer Spending & Attitudes]
Source: Harbinger Communications, Jeff Weiss, President, 252 Adelaide St., E, Toronto, ON Canada M5A 1N1; 415-960-5100; jweiss@harbingerideas.com; www.harbingerideas.com.
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