According to a study conducted by The Cocktail Analysis and IAB for the Spanish Association of Toy Manufacturers The Internet's role as a toy buying channel is a minority although it has acquired great importance as a source of information. The study was carried out through a survey of 816 interviews with Internet users with children between the ages of 0 and 12.
So Internet has become a new query channel about the characteristics and the price of toys. And it is that 64% of families claim to consult the network to know the toys so it is a matter of time to facilitate the purchase process so that online sales become the way to acquire toys by families in Spain.
Because, according to the study, all family members interact and operate with the Internet. Children begin to enter from increasingly early ages, although their participation with the networks will be controlled by adults. Among the sites most visited by children, they would highlight those pages that allow them to continue the game developed in the Internet games room using virtual communities or the pages where they can find their favorite toys.
The study also indicates that traditional toys have also managed to adapt to these new needs and they have incorporated new technologies in their designs so that thanks to the Internet they increase their playability and are more interactive.
What do parents look for on the Internet? Mainly features such as the price of the toy (76%), the age for which it is suitable (59%), basic information and description (52%) and photographs and images (39%).
What happens to the sale online? 23% have bought during the last year and it is that the preference for the playful component of the physical purchase, some loss of emotionality in the purchase and the feeling of being a “cold” purchase are the main disadvantages commented by the parents consulted Regarding the final purchase of a toy. And above all that the complication to return the items is high. Although those who buy online indicate that the process is very comfortable, there are better prices, you can access a wider catalog of toys and you can also get toys appropriate to the age of the children.
The most visited sites for consultation and purchase of toys are those specific to toy stores (67%), followed by large stores (61%) and manufacturers' sites (56%).
In my opinion, the qualitative leap that can allow customers to choose one toy or another and also buy it online, will be conditioned by the ability of brands to claim the attention of their customers and potential customers performing events, events, presentations and product demonstrations. The objective will be to increase and encourage the participation of families and, above all, to encourage clients to create a conversation, through social networks or specific pages such as company blogs, so that consumers can have selection criteria and Close the purchase process.
In Spain there are already many companies that are positioning themselves and it is a matter of time that this bet becomes a success and satisfaction for families with their children also happy for the toys purchased.
