Kidoz Inc (CVE:KIDZ) has completed the first survey using its Kid Survey System, and the results showed that ads seen by kids on mobile phones are the most popular way to discover new toys, the company announced.
The Kid Survey System, combined with the Kidoz Contextual Ad Network, allows brands to quickly and affordably survey their exact target audience at scale by launching interactive surveys of up to 10 questions. The first survey included more than 1,300 children, the company said.
It is difficult for brands to track the impact of digital campaigns, the company said, particularly given the challenge and cost of reaching children. That makes it harder to make product decisions on things such as packaging, product features and marketing research.
“Reaching more children, teens and parents than any other mobile network, Kidoz is a preferred choice for advertisers to build awareness with their target consumers,” Co-CEO Eldad Ben Tora said in a statement. “As we expand our product offering to include opportunities for market research and other new products pending release, we increase our ability to grow and our strategic importance as a service provider to our customers. Kidoz is encouraged by the success of this initial survey and is looking forward to working with our partners and clients to help drive a deeper understanding of the behaviours of specific target audiences.”
The Kid Survey System is the first platform to collect first-party data in a kid-safe way, the company said. To display the power of the tool, Kidoz conducted a targeted survey asking kids a variety of questions to understand how they interact with mobile apps, where they hear about new toys and who decides what gifts to buy.
The results revealed that mobile phones are the top awareness driver for new toys (42% of respondents), more than from friends (35%) and traditional television advertisements (23%).
In particular, kids liked ads that gave rewards connected to mobile games, without requiring them to make a purchase.
“Given the popularity of mobile phones and tablets among children as their preferred choice of entertainment, the results confirm our belief that mobile is the most influential channel for kids,” Product Marketing Lead Rina Galitz said. “Our survey to discover more about the buying process within families revealed several great insights and builds on the findings from the National Retail Federation that 90% of parents say their children heavily influenced purchasing decisions.”
To that end, the Kidoz survey revealed that 74% of kids surveyed said they told their parents what to buy when they saw an ad they liked.
Contact Andrew Kessel at [email protected]
Follow him on Twitter @andrew_kessel
Story by ProactiveInvestors
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