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Path to Purchase: The Power of Children in Determining Household Buying Decisions

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By: Solafunmi Oyeneye, Senior Channels Manager, & Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa (VCNA),

The collaborative process of purchase decisions within homes can no longer be denied. Long gone are the days when there was a top-down hierarchy in households, and the decision making was the sole preserve of parents. These days, especially in homes with millennial parent’s aged 25 to 35, children are more actively involved and have more influence on decisions made in households.

The research revealed four key drivers behind the shift to a more inclusive, collaborative decision making in households.

Giuliana Dias, Senior Director, Research & Insight, VIACOMCBS Networks Africa

Unprecedented Tech Access – In recent times, with nearly 12 devices per household, kids have unprecedented access to information and parents are no longer the gatekeepers of information in the home. In fact, parents are more likely to leverage their children’s knowledge in making more informed purchase decisions for the family; as children are likely to be more aware of brands and are able to filter that information into whether or not they want to purchase products from these brands.

Millennial Upbringing – This second key driver is attributed to the shift to a more inclusive, collaborative decision making within the home. Majority of millennials attended daycare, participated in playgroups, played organized sports, making them more accustomed to collaboration and teamwork. They infuse this into their style of parenting in their willingness to see their children as teammates in the success of the family. Young parents have reimagined the roles of kids in the family; as a result, decisions are made as a family, with kids playing a significant role in the outcome.

Financial Awareness – Millennial parents have also made it a priority to teach their kids about financial awareness, informing them on the financial situation of the family. Children are no longer shielded from the economic realities of their family. Research conducted by ViacomCBS on families with children aged 6 – 14 revealed that over 60% of the kids were aware of household budgets, and about 45% were aware of how much things cost.

With this knowledge, kids can balance the information they have of brands with the economic realities of their family in order to manage their expectations. With a collaborative effort of parents and kids, decisions can be made more easily acceptable by every member of the household.

Family Closeness – This last driver identified in the study indicates 78% of Nigerian parents saying they want to be best friends with their kids. Families are closer than ever, kids are no longer looking up to just athletes and celebrities, they’re also beginning to look up to their parents. Parents are able to better connect with their children, by having more conversations that are open and sharing more amongst themselves.

Sharing ranges from health, financial and even household purchase decisions. Family sharing has become automatic and unconscious. Do children however have opinions on all categories of purchase? Out of 25 categories tested in Nigeria, most kids are involved in at least 14 out of these 25 categories. Their greatest influence being over entertainment, food and groceries, restaurants, electronics, vacation and telecommunication. This means that in households with kids, they play a significant role in the final purchasing decisions that concern any of these six categories.

The path to purchase in households has become a collaborative process of negotiations between parents and children, who are influenced more by emotional than rational factors.

Solafunmi Oyeneye, Senior Channels Manager, VIACOMCBS Networks Africa

Parents are influenced by how happy a purchase makes their kids, while kids are influenced by how happy they will be with a product. Both parents and kids consider if a product will enable the family to spend more time together. Parents are also likely to spend 60% more when their kids are involved in decision making within the household.

Understanding these paths to purchase will enable brands to engage and provide for different members of the family.  Therefore, brands in creating their messages must reach both parents and kids, as they both play critical roles in purchase decisions. Within the TV environment we know that the best place to find parents and kids simultaneously is children’s television.

Interestingly, for every one child watching any Nickelodeon channel, there are at least four females aged 25 and above watching at the same time. With over 245,000 kids (aged 7-14) on the Nickelodeon channels monthly, the majority of viewers per month are mums 25+ which are over a million viewers monthly.

Though parents (Mums) usually make the final purchase decisions within households, the role that children play in these decisions cannot be denied. These influential members of the home should be treated as important by brands in determining and communicating their message to target families.


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FG Mulls Renewable Energy for Improved Power Supply

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Dr. Ogbonnaya Onu, minister of Science and Technology, has said that the federal government plans to diversify the country’s energy supply sources to include renewable energy towards accelerating socio-economic development.

FG Mulls Renewable Energy for Improved Power Supply

Dr Ogbonnaya Onu, minister of Science and Technology

Onu stated this when he declared open the forum on ‘Scaling-up interconnected mini-grids development in Nigeria’, ‎organised by the United Nations Development Programme (UNDP-GEF) and the Energy Commission of Nigeria, in Abuja.

He said that renewable energy will help the nation meet its electricity needs in a functional and sustainable manner, adding that it will also improve the quality of life in the country.

‎“Nigeria is endowed with substantial energy resources such as coal, crude oil and natural gas; renewables such as hydro, wind, solar, geothermal, waves and tides, as well as biomass.

‎‎“The challenge before us, has always been on how to efficiently transform these resources into adequate and reliable energy for national development using our enormous capacity in science, technology, innovation and entrepreneurship”, he said.

The minister explained that since the inception of the present administration in 2015, electronic power generation capacity had increased at an annual rate of about 390 megawatts per year.

He, however, said that while this is commendable, it could not adequately meet the needs of the country’s population and sustain the desired level of economic development.

Onu further observed that Nigeria’s desire to industrialise cannot be realised without adequate power supply.

He stressed that every effort must be made to ensure that homes, offices, factories, schools, hospitals and laboratories in the country have adequate, reliable and affordable electricity supply.

“Renewable energy could meet Nigeria’s energy needs in the area of job creation and improved standard of living in rural areas,” he said.

He added that the development of solar photo-voltaic (Pv) in the country triggered by increase in demand for rural water supply, lighting, health services and micro-enterprise needs to be regulated to stimulate private sector participation.


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ROAM Africa Reports Over 2,400 Candidates Applying for One Role as Jobs Stiffens

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ROAM Africa (Ringier One Africa Media), the leading digital classifieds group in Sub-Saharan Africa, has released figures that highlight the current state of the jobs market in Africa, with one standard role attracting 2,417 applications.

Analysing 69,511 jobs listings from January 2019 to August 2020 across 5 African countries (Nigeria, Ghana, Kenya, Tanzania and Uganda), ROAM Africa’s data sheds more light on the challenges facing both job seekers and employers in the African jobs market.

The standard job listing that attracted 2,417 applications was for a Receptionist/Admin Assistant in Kenya while another listing for call centre agents and team leaders attracted 2,283 applicants.

Similar is observed also for other markets: In Ghana, 2,299 people applied for an Administrative Assistant role and 2,265 people in Tanzania applied for a Sales Representative role.

In Nigeria, the highest number of applications for a single role was 2,095 and it was for a Sales Representative role.

According to ROAM Africa’s data, Kenya contributed the highest amount of new job listings in 2019 with 33%. Nigeria was in second place with 31% and Uganda was in third place with 17%. However, so far in 2020, Nigeria is leading the way with 40% of new job listings, with Kenya in second place with 28% and Uganda in third place with 13%.

A closer look at ROAM Africa’s data reveals that, apart from Nigeria, there was a drop in overall job listings across all job levels during the last months.

However, there was an increase in graduate trainee and ‘no experience’ roles in Nigeria, Tanzania and Ghana from May to July 2020, which offers some hope for new entrants into the jobs market.

Interestingly, recruitment agencies contributed the most roles, with 16% of overall jobs, closely followed by IT and Telecoms with 15% and Advertising media and communications with 12%.

Some candidates have also reported applying for more than 20 jobs a day for multiple months and only getting to the interview stage on a handful of occasions. This is why ROAM Africa’s jobs platforms Jobberman (Ghana and Nigeria) and BrighterMonday (Kenya, Uganda and Tanzania) are focused on matching technology.

The company’s technology helps employers to identify and score the right candidates faster. Suitable candidates are made visible to prospective employers, and helped across the finish line by providing data driven career development tools and training programmes.

Job seekers using the platforms can expect to improve their CV, gain interview tips and sign-up for online training courses designed to bridge the gap between education and employment.

Commenting on the data, Clemens Weitz, CEO of ROAM Africa said, “The high ratio of applications per job listing really highlights how challenging the jobs market is for employers and job seekers.  Both employers and job seekers are struggling to connect with the right opportunities and more needs to be done to address this.

“Employers must rethink their hiring strategies and clearly define what they are looking for, based on data and insights. Job seekers must also invest in personal development that will make it easier for them to stand out in such a crowded and competitive market.”

Weitz also added that, “We believe that Africa’s greatest asset is its people and their entrepreneurial spirit. With the expected growth in the continent’s population, we must begin to put structures in place that will make it easier for African businesses to make the most of this resource.”

According to Hilda Kragha, Managing Director of ROAM Africa’s Jobs platforms, “With the current state of the jobs market, Africans cannot afford to continue with the antiquated recruitment processes that are commonplace in many organisations.

We must prioritise a digital approach to recruitment, which brings transparency to Africa’s labour market while connecting people to work opportunities that will improve their livelihood.

We must also embrace objectivity in the recruitment process by incorporating innovation that makes it easier to fairly and consistently sort for the best candidates. This will ensure that only qualified candidates are applying for roles and employers get an accurate picture of jobseekers’ capabilities. A win-win for both job seekers and employers.”

“Our data highlights both the challenge and opportunity that come with the African jobs market. We must address the challenge of rampant unemployment but also embrace the opportunity to transform how recruitment is done. By doing this, we will not only be addressing the current problems but also future-proofing our businesses and organizations for generations to come.”


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FG Offers to Support TStv to Relaunch with Pay per View Model

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National Broadcasting Commission (NBC) has pledged to give necessary support to TStv Africa as the indigenous digital satellite TV service begins full operation with pay per view model on October 1, 2020.

FG Offers to Support TStv to Relaunch with Pay per View Model

Professor Armstrong Idachaba, acting director-general of NBC, made the promise on Monday in Abuja when the management team of TStv paid him an official visit.

The visit was to inform him of the company‘s readiness to commence full operation across the country on October 1.

TStv Africa is a wholly-owned Nigerian innovative multi-channel outfit which had promised to operate a pay per view model for the benefit of Nigerians.

Idachaba said: “We promise on our side that we will continue to support you.

“At this time, I think that the major issue confronting the PayTv sector is the area of giving Nigerians option of deregulating purchasing capacity in terms of pay as you go concept.

“We believe this will give you the visibility if you remain committed to the idea.

“We welcome that option and wish that it serves as a stimulant and as a progressive index for other pay-TV operators to adopt.

“Some of them have come up with a lot of excuses why pay per view is difficult and why it is not doable.

“We want you to be the galvaniser to prove the naysayers wrong that this is doable in the interest of Nigerians.

“Once you begin and you make a success of it through increased subscription base, we are sure that others will be drawn into it as it happened in the telecommunication sector.”

Idachaba said the NBC is committed to promoting local participation in the nation’s broadcasting industry, especially in the pay-TV sector, to create jobs and provide diversity for Nigerians.

He acknowledged the challenges TStv had faced over the years and encouraged the company to remain focused.

“We are aware that it has been very challenging for you.

“All over the world dominant players will always want to remain in a dominant position.

” Those who want to survive will also have to take the courage to do so,” he said.

The Acting Director-General, however, admonished the firm to refrain from any activity that would give Nigeria a bad name.

“If you are acquiring rights, you must make sure that your rights are legitimately acquired.

“You must make sure you follow the rules of engagement strictly, study the broadcasting code strictly to have a robust future ahead of you,” he said.

Earlier, Dr Echefu Bright, managing director and CEO of TStv, said they were at the NBC to seek the commission’s support to have a peaceful roll out on October 1.

He said the outfit also visited the NBC to officially present samples of its decoders to the commission and thank the management for its support.

Bright gave an assurance that the novel pay per view concept was sacrosanct.

“The model is what we have experimented and implemented and it works and we have done everything we need to do for it Nigerians to benefit.

“Beyond that, we have enough boxes on ground that will cover the entire country,” he said.

Bright also gave an assurance that with the Oct.1 roll out, every part of the country would be covered.

“We currently have a dealership in virtually every state in Nigeria and as I speak to you now our goods are already with them for October 1 rollout. The coverage from day one will be across Nigeria,”

On sports products, he said the firm has Laliga as well as the FA Cup and  Euro Cup 2021 rights.

 


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