YouTube commercials drive nearly 3x as much purchase behavior as any other platform. 20% of kids under 12 have made purchases with tokens in the gaming metaverse, which they identify as including Roblox, Minecraft, Fortnite and The Sandbox .
We are excited to announce the release of PARK: Precise Advertiser Report - Kids. Our bi-annual report, in conjunction with Giraffe Insights, that shares key findings about family viewership habits and household spending patterns.
This specific report has revealed 90% of parents co-view with their kids, which parents assert is akey catalyst to kids’ influence over product purchases and travel destination decisions.
The study further revealed YouTube commercials drive three times more purchase behavior than other mediums such as VOD and broadcast TV.
Additional gaming and metaverse findings include:
20% of kids under 12 have made purchases with tokens in the gaming metaverse
Almost half of kids identified four popular games as being in the metaverse, including Roblox, Minecraft, Fortnite and The Sandbox
Less than 4 in every 10 parents understand the metaverse to be a virtual world where people can socialize, work and play
“The findings would seem to suggest a more peer-like relationship between kids and their parents, which is truly fascinating,” said Christian Dankl, Precise TV Co-Founder and Chairman. “This report not only quantifies household co-viewing, but illustrates a causal relationship between content and family purchase decisions. Brands can make a lot of confident investments based on insights from this report.”
This report went beyond viewership trends to better understand how household buying decisions are made. Of particular note, family vacations and out-of-home experiences are where kids have the most influence on parents' purchasing decisions, as the reporter teaser below shows.
To read more fascinating insights about kids viewing behaviors and how these influence theirs and their parents’ purchases download the report here.