Toys Entertainment Marketing: Movies, TV, Music and Gaming Arc

Research from Arc shows social media is key for shoppers of video games, baby toys and mobile phones


By The Drum Team, Editorial

October 16, 2012 | 2 min read

Social media has the biggest influence on consumers when it comes to purchases of video games, baby toys and mobiles phones, according to research from brand activation agency, Arc.

The global study into shopping behaviours, attitudes and motivations surveyed 13,000 consumers and found shoppers were almost three-times as likely to use social media when purchasing video games and video games systems.

Shoppers behaviour across 20 commonly bought products were analysed in order to identify which touchpoints influenced their purchasing decisions. The study revealed that social media's influence varied depending on the product category being shopped.

Of those surveyed almost half stated they used social media to research products (47 per cent) and social media was found to be a primary research tool when it came to the purchases of baby toys, video games and mobile phones with 78 per cent of shoppers of baby toys stated they used social media to 'compare brands'.

Search engines were found to have the greatest impact on consumer decisions influencing, on average 17 per cent of all purchases. Email, social media and online bidding websites followed with 11 per cent and 10 per cent respectively. QR Codes were discovered to be the digital touchpoint with the least impact on consumers, being used by just 2 per cent of shoppers.

Mobiles and tablets were cited, by those surveyed, as a relatively minor influence on purchasing decisions, on average being used by 7 per cent and 4 per cent of shoppers. However, these touchpoints have a greater than average influence in the purchase of mobile phones, when consumers are over four-times more likely to use a tablet or mobile when shopping for this item.

Managing director at Arc, Diana Cawley, commented: "With an ever increasing array of touchpoints available, it’s more important than ever that brands understand the impact different touchpoints have on shoppers’ path to purchase.

"Our PeopleShop study shows that no two products are alike…if brands want to communicate effectively with their audience, an understanding of shoppers’ mindset, needs, occasions and touchpoints is a must."

Toys Entertainment Marketing: Movies, TV, Music and Gaming Arc

More from Toys

View all


Industry insights

View all
Add your own content +