USA: Study Shows Pull Of Pester Power For Back-To-School

According to Simmons' Kids Study, an in-depth survey of 5,000 children aged 6-11 throughout the US, children exert a lot of power when it comes to shopping for back-to-school. And some brands are clear winners in the pester power stakes. Levi's beat Lees hands down when it comes to jeans. The children interviewed felt very strongly about their clothes, with more than half picking out their own jeans. Levis came out on top among almost all kindergartners through to sixth graders.Almost three-quarters of the interviewees claimed to choose which type of trainers they would wear. Nike tops the list of preferred sneakers across the board, although almost a third of sixth graders broke the mould by opting for Adidas. Reebok was nowhere to be seen.Simmons' Kids Study, which is conducted twice a year, reveals the marketplace power of 6-11 year-olds. The research examines the demographics, lifestyle and product preferences, print and media exposure, and personalities that most influence children. It also illustrates the impact that children have on the buying decisions of US households. For more information about Simmons' Kids Study, contact Steve Carnevale at stevec@symresources.com.