Path to Purchase: Toys and Games

Global Survey Report

About This Report

Dec 2013

Passport Survey explores the typical purchase decision-making process for global consumers when they are buying toys and games. Results are based on responses to Euromonitor’s Middle Class Home survey, fielded in 2013, which includes 6,600 online consumers ranging in age from 15 to 65+ and living in 16 major markets.

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Path to Purchase: Toys and Games

Passport Survey explores the typical purchase decision-making process for global middle class consumers when they are buying toys and games.

The path from opportunity to research to selection to purchase is explained.  Motivations, shopping habits, and product preferences of three key segments – parents, grandparents, and adult gamers – are also presented. 

Analysis is based on responses to Euromonitor’s Middle Class Home survey, fielded in 2013, which includes 6,600 online middle class consumers ranging in age from 15 to 65+ and living in 16 major markets.

Introduction

Exploring the middle class consumer’s path to purchase
Growing sales of toys and games propelled by emerging markets
Popularity of toys and games driven by three key buyer groups
Regional variations in recent purchases of toys and games
How do middle class consumers go about buying a new toy/game?

Opportunity

Overview
Initial interest in a new toy or game is sparked by diverse reasons
Gift-giving often drives purchase of new toys and games
However, buying toys/games as gifts does not extend to all regions

Research

Overview
Toys are rarely impulse purchases, especially for parents/gamers
Research typical, though not extensive, when buying a toy or game
Product information sources vary from traditional to digital
Top five information sources of key toys and games buyers
Usefulness of offline and online sources varies by country

Selection

Overview
Cost is key when buying a new toy or game
Top five features for key toys and games buyers
What does a good brand look like in the world of toys and games?
The two sides of “green” when buying toys and games

Purchase

Overview
Help parents through strong reputation and word-of-mouth
Give adult gamers opportunities for product research
Make toy buying easy and hassle-free for doting grandparents

Research Overview

Background on the Middle Class Home survey
Overview of Methodology
Endnotes (1)
Endnotes (2)