37% of car buying decisions are influenced by kids

Nearly four in ten parents (37%) say that children go on to influence decisions to buy their next car, according to new research.

Results of a survey, carried out by Auto Trader and designed to discover what parents and children aged between 5 and 11 look for in their perfect family car, pointed to a number of differences in the success of pester power.

Colour is the most likely area for successful persuasion by children (26%), with red (28%) the favourite choice. Children also influenced their parents in terms of the comfort (13%), size (12%) and entertainment systems (9%) fitted to their new car.

TV screens were found to be the most attractive feature in the top ten wish list in a family car which also included glamour features like turbo buttons, ejector seats and flame filled exhausts, perhaps unsurprisingly alongside entertainment systems.

The top ten features for your dream car (children aged 5-11):

1. TV Screens

2. DVD Players

3. Internet connection

4. Video games

5. Snack dispenser

6. Toy storage cupboard

7. Turbo button

8. Steering wheel in back seat

9. Ejector seat

10. Flame emitting exhausts

"A substantial amount of research has been done looking at how the decision of the car buyer can be influenced and at what stage in the buying journey," commented Nathan Coe of Auto Trader.

"Few have really considered the role that children play, or the influence of pester power. If one of the kids doesn't like the shape or colour of your next car, or it doesn't come plug in for an i-Pad then you'd better be prepared for some serious pestering.

"Car retailers are becoming more aware of the need to cater for children on the forecourt, both in terms of providing entertainment for them whilst their parents are looking at cars, and actively pointing out features that they would be interested in, like in-car entertainment systems.

"As the technical specification on new cars continues to advance, kids will only become more interested in the car they are transported about in."

The survey also asked children to name their favourite superhero car, with the Batmobile topping the chart for all ages from five through to 11.