New technologies and innovations in marketing: Consumer behaviour of children in relation to the time spent on the internet and to age
The paper focuses on the use of new technologies and innovations inmarketing. The aim is to evaluate the consumer behaviour of children in relation tothe time spent on the Internet and age, and that in the context of children’s wellbeingand quality of life. Questionnaires were distributed to the parents of children aged6 to 13. They were approached in toy stores. Regression models were used to testthe hypotheses. Based on the results, it was possible to prove a statistically significantrelationship between the time spent on the Internet by children and the number ofonline purchases of parents based on their children’s request. Also, it was possible toconfirm an existing relationship between the growing age of children and the growingpreference for digital toys over traditional and mechanical toys. Research limitationsare mainly associated with the research sample and the formulation of questions inthe questionnaire. The implications of the study show that companies should considerthe age of childdren in their marketing communication, as their consumer preferenceschange very quickly. In the context of new technologies and innovations in marketingcommunication parents should monitor not only how much time their children spendon the Internet, but also the content they watch, and should guide them accordingly.The paper contributes to the evaluation of innovations in marketing in our digital ageand their effect on the consumer behaviour of children and their quality of life. It opensup new questions and possible research directions.
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