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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.

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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.

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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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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Anambra Govt Bans Graduation Ceremonies in Anambra Schools

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Prof. Chukwuma Soludo, governor, Anambra State, has approved an indefinite ban on graduation ceremonies in kindergarten, primary and secondary schools across the state as part of efforts to reduce the financial burden on parents.

Anambra Govt Bans Graduation Ceremonies in Anambra Schools

Prof. Chukwuma Soludo, governor, Anambra State,

The directive was confirmed by Dr. Law Mefor, commissioner for Information and Value Reformation, in a statement issued on Friday.

According to the commissioner, the government deemed it necessary to clarify the policy following public inquiries and concerns over the scope of the ban.

Mefor explained that the directive applies to all graduation-related ceremonies in both public and private schools across the state.

He said the ban covers events described as graduation, passing-out, crossover or any other ceremony organised to mark the completion of kindergarten, primary or secondary school levels.

The government said the decision was taken to discourage unnecessary financial obligations often imposed on parents through elaborate school celebrations.

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The commissioner clarified that students completing Senior Secondary School (SS3) are exempt from the directive.

However, he stressed that graduation ceremonies for SS3 students are not compulsory and may only be held without imposing any financial burden on students or their parents.

According to him, schools choosing to organise such ceremonies must ensure that no levies, compulsory contributions or hidden charges are demanded from parents.

Mefor warned that the state government would not hesitate to sanction any school that violates the directive.

He said schools found organising prohibited graduation ceremonies or imposing illegal charges on parents risk severe penalties, including possible closure.

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The commissioner urged school proprietors and administrators to comply fully with the directive in the interest of parents and the education sector.

The state government said the policy is part of broader efforts to make education more affordable and eliminate unnecessary expenses associated with school activities.

Many parents have previously complained about the increasing costs of graduation ceremonies, including compulsory levies for gowns, entertainment, souvenirs and other related expenses.

The government expressed optimism that the directive would ease the financial pressure on families while encouraging schools to focus more on academic excellence than ceremonial activities.

 

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Universities, Polytechnics Submit 169 Entries for NASENI Research Commercialisation Grants

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About 169 proposals from Nigerian institutions including universities, polytechnics, and research institutes spread across Nigeria’s six geopolitical zones have entered for the NASENI Research Commercialization Grant Programme (NRCGP).

Universities, Polytechnics Submit 169 Entries for NASENI Research Commercialisation Grants

NASENI

The programme, an initiative of the National Agency for Science and Engineering Infrastructure (NASENI), aimed at bridging the gap between research and industry, is designed to identify innovative research with strong commercial potential and support its transition from laboratories to the marketplace.

Speaking on the latest episode of the NASENI Window Podcast, recorded on yesterday at NASENI Studio, NASENI headquarters, Abuja, the Team Lead of the NRCGP and Deputy Director, Monitoring and Evaluation, Ms. Joy Elugbe, said the team received 169 proposals from eligible institutions across the country, including Universities, polytechnics and other research institutions.

Following the close of applications, and to ensure transparency and a rigorous selection process, NASENI engaged 21 professors with expertise across the Agency’s approved thematic areas to evaluate the originality and technical quality of the shortlisted proposals.

According to her, a rigorous preliminary screening reduced the number to 49 proposals after removing duplicate entries and submissions that failed to meet eligibility requirements while the Agency’s Innovation Hub assessed their commercial viability to determine their potential for market adoption.

“12 proposals, two from each geopolitical zone, have progressed to the due diligence stage before the final selection of six grant beneficiaries will be done. The objective is not simply to fund research but to invest in innovations that can successfully reach the market and deliver real impact,” Elugbe explained.

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The NRCGP was conceived to address one of Nigeria’s longstanding innovation challenges which is the research breakthroughs that remain on the shelves due to inadequate funding.

She said the initiative, championed by the Executive Vice Chairman/Chief Executive Officer of NASENI, Mr. Khalil Suleiman Halilu, targets promising research proposals with the capacity to generate economic value, create jobs and contribute to Nigeria’s industrial development.

“The idea behind the programme is to identify innovative and commercially viable research outputs that have remained on the shelves because of lack of funding, and provide the support needed to transform them into products that can impact the economy,” she said.

Explaining the concept of commercialization, Elugbe described it as the process of transforming an invention, research outcome or service into a profitable product that meets market needs. The NRCGP aligns with NASENI’s strategic focus on Collaboration, Creation and Commercialization (3Cs), stressing that innovation only achieves its full value when it reaches end-users.

She disclosed that following the launch of the application portal, the Proposal Evaluation Team went on nationwide sensitization campaigns across the six geopolitical zones to educate prospective applicants on the programme requirements and application process.

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The sensitization exercise, complemented by radio awareness campaigns, significantly improved participation and the quality of submissions.

She further revealed that NASENI’s support would extend beyond grant disbursement, noting that successful innovators would be linked with the Agency’s Innovation Hub for continuous technical guidance, market advisory services and commercialization support to ensure their products achieve sustainable market success.

The NASENI Research Commercialization Grant Programme was inaugurated in March 2025 to promote innovation, technological advancement and the commercialization of research outcomes in line with the Renewed Hope Agenda of President Bola Ahmed Tinubu, GCFR.

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NITRA Conference: Stakeholders Seek Policy Reforms, Grassroots Innovation to Bridge Nigeria’s Digital

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Stakeholders in Nigeria’s information and communications technology (ICT) sector have called for comprehensive policy reforms, stronger infrastructure investment and grassroots innovation to bridge the country’s digital divide and improve global competitiveness.

NITRA Conference: Stakeholders Seek Policy Reforms, Grassroots Innovation to Bridge Nigeria's Digital

NITRA Conference

The stakeholders made the call on Thursday during the Nigeria Information Technology Reporters Association (NITRA) Innovative and Scientific Conference held at Citi Height Hotel, Ikeja, Lagos.

The conference, themed “Bridging Nigeria’s Digital Divide With Scientific Innovation,” brought together government agencies, technology experts, regulators, telecom operators, private sector players, academics and policymakers to examine strategies for accelerating digital inclusion through science and innovation.

A panel session titled “The Place of Policy and Infrastructure in Nigeria’s Quest for Global Competitiveness through Scientific Innovation: Roles of Different Stakeholders in Grassroots Mobilisation” examined the policy, infrastructure and human capital requirements for driving Nigeria’s digital transformation.

Panelists identified multiple taxation, high right-of-way (RoW) charges, inconsistent state government policies, poor electricity supply, inadequate digital infrastructure and limited grassroots innovation support as major impediments to expanding broadband access and improving Nigeria’s competitiveness in the global digital economy.

One of the speakers noted that transporting internet bandwidth from Lagos to Canada is cheaper than extending connectivity to some parts of Nigeria because of infrastructure bottlenecks and multiple charges imposed by sub-national governments.

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According to the panelist, although some state governments claim to have abolished right-of-way charges, operators are still subjected to numerous levies under different names.

“When we talk about right-of-way limitation, it affects the cost of providing services in some states.

“Some states say right of way is free, but when they grant free right of way, they introduce development charges, education levies and infrastructure fees, making the so-called free right of way meaningless,” the panelist said.

The speaker called for harmonised national policies that would eliminate multiple taxation and reduce the cost of deploying telecommunications infrastructure across the country.

Another panelist representing telecommunications operators stressed that government policies should encourage fair competition rather than favour dominant market players.

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According to the representative, improved collaboration between regulators and industry operators is necessary to ensure that policies support innovation, cybersecurity and sustainable sector growth.

Speaking on innovation development, a representative of a private sector innovation fund said Nigeria must begin identifying and nurturing innovators from an early age.

The representative said the organisation supports young innovators through essay competitions, grants and educational programmes aimed at exposing students to science, technology and entrepreneurship.

“We believe innovation begins from childhood.

“By helping children in primary and secondary schools think creatively, they become better positioned to seize opportunities as they grow.

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“Innovators exist everywhere, including rural communities. What many of them need is exposure and opportunity,” the speaker said.

On cybersecurity, another panelist advocated greater investment in developing indigenous cybersecurity professionals through structured internship and mentorship programmes.

The panelist also suggested that young people involved in cybercrime should, where appropriate, be rehabilitated and equipped with legitimate digital skills rather than relying solely on imprisonment.

“Part of what we are known for is developing local talent.

“We recruit interns from schools and train them in cybersecurity.

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“We should find ways to harness the abilities of young cyber offenders instead of simply sending them to prison,” the speaker said.

A representative from the computer society sector emphasised that Nigeria’s digital transformation should begin with reforms in basic education.

According to the representative, pupils should be introduced to coding, robotics, artificial intelligence and innovation at the primary school level.

“If Nigeria wants to become globally competitive, we must start from primary school.

“Our schools should not merely prepare students for examinations; they should become innovation clubs where children learn robotics, coding and problem-solving,” the panelist said.

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The speaker also referenced the recent launch of an artificial intelligence university portal in Lagos designed to create a talent pipeline from primary education through tertiary institutions.

Addressing regulation, a media analyst cautioned against excessive government control that could discourage technological innovation.

According to the analyst, regulatory frameworks should emerge through stakeholder engagement and strike a balance between consumer protection and innovation.

“Regulation must come with dialogue.

“If regulation becomes excessive, it will stifle innovation.

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“As Nigeria develops policies on artificial intelligence, there is a need to strike the right balance,” the analyst said.

On infrastructure protection, another panelist called for stronger public awareness campaigns to discourage vandalism of telecommunications infrastructure.

The speaker said community ownership and public education are essential to safeguarding digital infrastructure.

“When telecommunications infrastructure is vandalised, everyone suffers, including regulators, operators and consumers.

“People need to understand that protecting infrastructure benefits the entire society,” the panelist said.

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Participants also highlighted the affordability of digital services as a major challenge to digital inclusion.

One speaker urged the Federal Government to consider subsidy mechanisms that could reduce the cost of internet-enabled devices.

“Telecommunications companies are businesses, not charity organisations.

“If government introduces subsidy policies similar to what has been done in other sectors, device prices can become more affordable,” the speaker said.

Another panelist stressed that reliable electricity remains fundamental to Nigeria’s digital competitiveness.

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“The child who enjoys uninterrupted electricity and internet access cannot be compared with one who has gone months without power.

“For Nigeria to compete globally, every child should have reliable electricity, internet access and opportunities to acquire digital skills,” the speaker added.

Earlier, NITRA Chairman, Mr Chike Onwuegbuchi, said the conference was organised to provide a platform for stakeholders to examine policy options capable of strengthening scientific innovation and promoting grassroots technological development.

He noted that the Federal Government had demonstrated increasing commitment to building an innovation-driven economy through various strategic initiatives.

Founded in 2013, NITRA is the umbrella body of journalists covering Nigeria’s information and communications technology sector.

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