Monday, 28 September 2015

Back to school advertising and purchase choices

Our recent iReach survey has revealed that advertising continues to maintain an important role in purchasing decisions of Irish parents with children going back to school this September.

Advertising continues to play an important role for Parents with more than a half of the sample has shown to be influenced by advertising about books (56%), uniforms (53%), sports equipment (53%) and food/school lunches (50%).

In relation to school lunch boxes, parents have admitted that the most important factors in the choice of children’s lunch are, in order of relevance, focus on nutrition (50%), taste (27%) and school regulations (14%).  This will be an interesting trend to follow as awareness of the issues in Ireland on Child Obesity improves.  According to SafeFood; 1 in 4 children in Ireland are overweight or obese, while obese children are likely to become obese adults.  Research shows that parent's find it difficult to recognize that their child's weight is not healthy so understanding what goes in the Lunchbox each day is important for patents to ensure a balanced diet.

All media communication channels analysed by iReach shown a similar level of importance or influence and effectiveness averaging 30%. In the survey we see little difference between traditional media (radio, newspapers and television) and new digital media or communications channels ( websites, social media or online articles). This highlights the trust and favoured nature of digital and social media channels now on par with traditional media in Ireland.