Ivan Colecchia SVP Global Development
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Kidz Global is a full-service quantitative marketing research provider, specializing in families, children and teens around the world
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© 2019 Kidz Global All rights reserved.
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Some of our Current clients
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Loyalty of our Clients
88%
Of our revenues are made of hyper-loyal clients (from their start with us)
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Italy Christmas 2019 Data collected in January 2020
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3 May 2020
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INTRODUCTION • Kidz Global tracks key behaviors and attitudes of the kids and their parents when it comes to gift giving occasions. Christmas is one of the main ones, and we provide the very last data and insights for the presents to kids, at the national level, across demographics and over time. • Clients can explore other areas further by contacting their sales representative or any team member at contact@kidzglobal.com.
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3 May 2020
www.kidzglobal.com
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CONTENT
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01
Executive Summary
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Types of Presents
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About the Persons
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Requests by Recipients
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Shopper Marketing
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Methodology
3 May 2020
www.kidzglobal.com
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•Executive Summary By
Type of presents • 92% of the Italian households celebrate Christmas. • Italian kids receive an average of 2.7 presents with a maximum of 3.0 presents for kids aged 0 to 2 years old. • 47% of received presents are toys and games. As children get older they receive less toys and games for Christmas and more Fashion. • Clothes is by far the main type of presents received by kids aged 0 to 25 years old next come building sets & games & puzzles. • Note also a difference between presents received by boys and girls. Building sets is the top type of presents received by boys and Clothes is the top one for girls, then come clothes among boys and dolls among girls.
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3 May 2020
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•Types of Presents How many children celebrate Christmas? How many gifts do they receive? and what are these gifts? By
Italian kids receive an average of 2.7 presents with a maximum of 3.0 presents for kids aged 0 to 2 years old
Number of Christmas Presents – Kids 0-25 – Christmas 2019 - Italy
2.7
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3 May 2020
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47% of received presents are toys and games. As children get older they receive less toys and games for Christmas and more Fashion Decoration.
Types of Christmas Presents – Kids 0-25 – Christmas 2019 - Italy
9%
4%
% Presents
5% 47%
11%
8% 16%
Toys and games
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Fashion/Decoration
Others
Digital and video games
Sport & outdoor
3 May 2020
Entertainment and leisure
Candies & chocolates
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•About the Persons Who are the people who give gifts to kids at Christmas? Are kids present when they purchase? By
Parents count for 39% of the presents received by kids aged 0 to 25 years old and grand-parents for 24% and uncles/aunts 21%
Relationship between Purchaser & Recipient – Kids 0-25 – Christmas 2019 - Italy
1% 3%2% 4%
% Presents
7% 39% 21%
24%
Parents
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Grand-parents
Uncles/Aunts
Friends
Other parent relationships
3 May 2020
Brothers/Sisters
Others
Several buyers grouped
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On Christmas it is more important the gift than the present, only 24% of the gifts were purchased on special
Present on Special When Purchased – Kids 0-25 – Christmas 2019 - Italy
% Presents
24%
43%
33%
No promotion
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Don’t know
3 May 2020
On special
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•Requests by Recipients Is the Christmas wishlist followed ? Is that all the requested gifts received by kids and if not what are the reasons why kids did not received the requested presents? By
55% of the received presents were requested by the recipient, with 7-9 years old getting more than others what they wanted. Over 69%!
55 % of the p re
sents were req uested
Request by the recipient – Kids 0-25 – Christmas 2019 - Italy
% Presents
32% 45%
8% 14%
Yes, directly by the name
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Yes, by brand only
Yes, by the type of product only
3 May 2020
No
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Digital and video games is clearly the category in which there is more demand than gifts received. On the contrary, fashion and decoration are more received than requested.
Presents Received and Not Received – Kids 0-25 – Christmas 2019 - Italy 50% 45%
44%
47%
40% % Presents
35% 30% 25%
20%
20%
16%
15% 10%
8%
14%
11%
8%
5%
5%
5%
7%
9% 4% 1%
0% Toys and games Fashion/decoration
Others
Digital and video games
Presents not received
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Sport & outdoor
Entertainment and leisure
Candies & chocolates
Presents received
3 May 2020
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The main reason for not offering a gift is a price too high. This reason is even more important after 7 years old
Reasons for Not Offering a Present – Kids 0-25 – Christmas 2019 - Italy
26%
The price was too high
16%
Other
16%
Out of stock
15%
He/she already had plenty of similar products
15% 14%
It was not for his/her age
9%
You didn’t find what he/she wanted You didn’t trust the brand
% Presents
You didn’t appreciate the product
1% Reasons
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3 May 2020
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•Shopper Marketing How long is Christmas shopping? What factors can influence the purchase? What is the perception of Christmas shopping?
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The fun side of the present and the educational side are the most important factors influencing the purchase for Christmas Shopping
Shopper Marketing – Kids 0-25 – Christmas 2019 - Italy 39% 25% 32% 23% 27% 29% 35% 17% 32% 15% 32% 14% 29% 20% 32% 14% 30% 16% 29% 14% 29% 12% 24% 9% 21% 11% 21% 6% 21% 7% 19% 6% 18% 8% 18% 7% 16% 5% 13% 5% 12% 4%
The fun side of the present The educational side of the pres ent My child’s wish list Unique product characteristics Long standing brand preferences Family / Friends TV commercials Saw the product on the shelf at retail The character or the lic ense going with the item Internet: websites, blogs, forums, e-newsletter… Saw the product on the shelf on promotion (price, bundle …) The fashion side of the pres ent Soc ial m edia Signage on shelf Retailer catalogue Adv ic e from a shop assistant in store Coupons online, from newspapers, at home mailers, magazines, from stores… Magazine / Newspapers ads or articles Aisle end in store Billboards on s treet / bus shelters / tram stops Shopping carts Influenc ial
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Very influencial
Not very influencial
3 May 2020
Not influencial at all
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•Methodology By
Methodology
Data Collection Web interviewing
Questionnaire Parents respond for the kids 0-6 years old
Elements to be addressed Data tables and reports
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3 May 2020
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Methodology
Age Group 0-25 Years old Possibility to build your own age categories
Sample N= 932 kids and their parents per country per wave 50% Boys / 50% Girls
Period Fieldwork for this report was collected on January 2020
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3 May 2020
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Global Perspective: Reports available in 5 countries, soon in 28
eu France, Italy, Italy, Spain, Russia, United Kingdom
am
as
Brazil, Canada, Mexico, United States
Australia, China, India, Philippines
f Sweden, Poland, Korea, Japan
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3 May 2020
www.kidzglobal.com
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THANK YOU FOR YOUR TIME
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Contact ia Ivan Colecc33h5 8130854
Phone: +39 global.com ecchia@kidz ol .c an iv l: ai Em
3 May 2020
l.com www.kidzgloba
www.kidzglobal.com
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