First-time parents are met with an overwhelming sea of products and services. And decisions about how best to spend money, whose opinions to follow and what advice to take only seem to multiply as kids get older. Indeed, all parents live in a world of infinite choices and voices.
We know that mobile is helping parents navigate these confusing waters. Mobile is where parents—especially Millennial parents—get opinions, price comparisons and reviews that lead to informed household decisions.
But just as moms and dads are getting more informed, so are their kids.
To explore how technology is helping parents become smarter consumers, Facebook IQ embarked on a multi-phased research study of 25–65-year-old parents of infants, toddlers, adolescents and teens around the world. We analyzed Facebook and Instagram data across eight markets (Australia, Brazil, Canada, Germany, Mexico, Spain, UK and US) and commissioned quantitative work, conducted by Ipsos Media CT, and qualitative research, led by Sound Research. We also gathered feedback from 8,300 parents and five parenting experts.
What we learned is that, more than ever before, there’s a wider web of influence on parents’ decisions. The modern family is an inclusive environment where friends, experts, brands and especially kids’ opinions are encouraged and taken seriously. From the everyday moments like “what movie should we watch?” to big-ticket purchases like “PC or Mac?,” children in particular are shaping the direction money is flowing at home.