Exploring shared influence in household decision-making
With the rise of multigenerational families living together under the same roof, and changing attitudes towards traditional views of gender roles, the balance of purchase influence within modern UK households has shifted from a rigid structure, to a more of an equal and collaborative approach.
Our latest research series Decisions, Decisions deconstructs how modern household decisions are made, and the evolving role of media channels in effectively influencing these choices. Explore the key findings of the new research below.
Already decided? To arrange to see the full 'Decisions Decisions' insight deck in real life, fill in the form using the link below and one of our team will be in touch.
The balance of power
Over the decades, we have witnessed a shift towards greater equality in both our domestic and public lives. Our quantitative study of UK 1000 respondents (with family households of 3+ people) uncovered new insights into how these modern household decisions are made, and the evolving influence of media channels.
Everyone has a say
The modern-day household encourages collaboration, rather than depending on one sole decision maker to absorb all purchase responsibility. People perceive they hold between half to three-quarters of total influence in the decision-making process, leaving the remainder to the rest of their household members. In fact, parents state for every purchase decision made, every family member has some form of influence or opinion to be considered.
influence in household decisions typically held by one individual in the household
agree it benefits the household to hear from different members when buying items
agree having shared knowledge of the same product/brand unites opinions
The study highlighted that different members of the household take on different roles in purchase decision process. Young adults inspire change and provide new ideas, whilst grandparents often find a compromise that best fits the whole family, before handing the reigns over to parents who are most likely to make the final purchase.
Scale + Mutual Viewing = Shared Knowledge
Brands must adjust and widen their communications beyond the main shopper, effectively engaging all household members to unite and inform opinions. Out of Home is perfectly placed to deliver broadcast and inclusive reach. Naturally consumed together, it is a channel that fosters shared knowledge and inspiration.
agree advertising builds awareness and shared knowledge amongst members
agree seeing the same ad as another HH member, allows ‘us to get on the same page’
OOH is the channel for everyone, delivering more reach to family households every week
To arrange a presentation to see our full Decisions Decisions deck packed with all the latest insights, or to speak to a friendly member of our team, fill in the form and we'll be in touch.