This one’s for the kids

Tech shopping is becoming a legitimate family activity

At the end of Back To The Future, Doc Brown tells Marty McFly that they have to go to the future. When Marty asks why, he replies: “It’s your kids, Marty!”

Well, judging by the results from the latest Eircom Household Sentiment Survey, it’s not just Marty’s kids but everyone else’s too. One of the most interesting findings from the survey was the influence that children had over their parents when it came to buying technology. It revealed that children between 5 and 17 years of age were more than happy to guide their parents when it came to buying mobile phones (42%), the type of broadband they should have (51%) and their TV service provider (56%).

Also of interest was that 80% of parents with children aged from 5 to 17 reported that technology helped to keep their children amused and more than half said it enabled a choice of media consumption in the home.

 

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On the face of it, those appear to be encouraging figures in terms of the adoption and use of technology by Irish families but it does make you wonder. That 80% figure, for instance. Were those parents confusing keeping their children amused with buying something to do their job for them? Also, just how much amusement do children need to have? Should it be constantly available through a screen or should it be punctuated with moments of boredom? Is there a suggestion that parents don’t want to have to face ‘bored’ children looking for something to do?

Anyway, enough of these ‘heavy’ questions. Let’s look at it from a business perspective instead. The results would suggest that, as with food advertising, it might be worth technology companies, especially in areas like smartphones and tablets, becoming more kid-friendly in their advertising. Until now, pester power hasn’t been something people have tended to associate too often with IT and mobile technology but it could become a viable means of promoting products.

Given that 83% of parents believe their children know more about technology than they do (rising to 92% of those with children between the ages of 13 and 17), technology vendors have the potential to recruit children as evangelists for their products in the home. Why, you might even describe them as ‘trusted advisers’ to their parents. Now, where have I heard that phrase before?

Obviously this is mainly a consideration for the home market but with so much talk about BYOD it might also become a factor in decisions over what technology parents use at work. Wouldn’t that be interesting? Whoever thought technology might end up being ‘kid’s stuff’?

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}, { countryCode: 'SE', placeholder: '+46 00 000 00 00', helpText: 'Inkludera SE landskod +46 före telefonnumret', }, { countryCode: 'DK', placeholder: '+45 00 00 00 00', helpText: 'Inkluder DK landekode +45 før telefonnummeret', }, { countryCode: 'FI', placeholder: '+358 00 000 0000', helpText: 'Sisällytä FI-maakoodi +358 ennen puhelinnumeroa', }, { countryCode: 'EE', placeholder: '+372 0000 0000', helpText: 'Lisage EE riigikood +372 telefoninumbri ette', }, { countryCode: 'PL', placeholder: '+48 000 000 000', helpText: 'Podaj numer kierunkowy PL +48 przed numerem telefonu', }, { countryCode: 'SK', placeholder: '+421 000 000 000', helpText: 'Pred telefónne číslo uveďte kód krajiny SK +421', }, { countryCode: 'LV', placeholder: '+371 0000 0000', helpText: 'Iekļaujiet LV valsts kodu +371 pirms tālruņa numura', }, { countryCode: 'LT', placeholder: '+370 0000 0000', helpText: 'Įtraukite LT šalies kodą +370 prieš telefono numerį', }, { countryCode: 'GR', placeholder: '+30 000 000 0000', helpText: 'Συμπεριλάβετε τον κωδικό χώρας GR +30 πριν από τον αριθμό τηλεφώνου', }, { countryCode: 'PT', placeholder: '+351 000 000 000', helpText: 'Inclua o código de país PT +351 antes do número de telefone', }, { countryCode: 'HR', placeholder: '+385 00 000 0000', helpText: 'Uključite HR pozivni broj države +385 prije telefonskog broja', }, { countryCode: 'SI', placeholder: '+386 00 000 000', helpText: 'Vključite SI kodo države +386 pred telefonsko številko', }, { countryCode: 'IS', placeholder: '+354 000 0000', helpText: 'Láttu IS landsnúmer +354 fylgja á undan símanúmerinu', }, { countryCode: 'LU', placeholder: '+352 000 000 000', helpText: 'Incluez le code pays LU +352 avant le numéro de téléphone', }, { countryCode: 'MC', placeholder: '+377 00 00 00 00', helpText: 'Incluez le code pays MC +377 avant le numéro de téléphone', }, { countryCode: 'AD', placeholder: '+376 000 000', helpText: 'Incloeu el codi de país AD +376 abans del número de telèfon', }, { countryCode: 'JE', placeholder: '+44 0000 000000', helpText: 'Include the JE country code +44 before the phone number', }, { countryCode: 'IM', placeholder: '+44 0000 000000', helpText: 'Include the IM country code +44 before the phone number', }, { countryCode: 'GG', placeholder: '+44 0000 000000', helpText: 'Include the GG country code +44 before the phone number', }, { countryCode: 'AL', placeholder: '+355 00 000 0000', helpText: 'Përfshini kodin e vendit AL +355 para numrit të telefonit', }, { countryCode: 'SM', placeholder: '+378 0000 000000', helpText: 'Includere il prefisso internazionale SM +378 prima del numero di telefono', }, { countryCode: 'FO', placeholder: '+298 000000', helpText: 'Inkluder FO landekode +298 før telefonnummeret', }, { countryCode: 'MT', placeholder: '+356 0000 0000', helpText: 'Include the MT country code +356 before the phone number', }, { countryCode: 'LI', placeholder: '+423 000 0000', helpText: 'Fügen Sie vor der Telefonnummer die LI-Ländervorwahl +423 ein', }, { countryCode: 'GI', placeholder: '+350 000 00000', helpText: 'Include the GI country code +350 before the phone number', }, { countryCode: 'MD', placeholder: '+373 00 000 000', helpText: 'Includeți codul de țară MD +373 înaintea numărului de telefon', }, { countryCode: 'HU', placeholder: '+36 00 000 0000', helpText: 'A telefonszám előtt adja meg a HU országkódot +36', }, { countryCode: 'NZ', placeholder: '+64 00 000 0000', helpText: 'Include the NZ country code +64 before the phone number', }, { countryCode: 'ME', placeholder: '+382 00 000 000', helpText: 'Uključite ME pozivni broj države +382 prije telefonskog broja', }, ]; if (!countryCode || typeof countryCode !== 'string') { return mockPlaceholders[0].helpText; } const selectedHelpText = mockPlaceholders.find(function(item) { return item && item.countryCode === countryCode; }); return selectedHelpText ? selectedHelpText.helpText : mockPlaceholders[0].helpText; } function setDefaultHelpText(countryCode) { const helpTextSpan = 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: false; var shouldAppendCountryCode = smsNotRequiredRemoveCountryCodeEnabled ? isRequired : true; var phoneInput = document.querySelector('#mce-' + fieldName); if (phoneInput && defaultProgram.countryCallingCode && shouldAppendCountryCode) { phoneInput.value = defaultProgram.countryCallingCode; } displayFlag?.addEventListener('click', function(e) { dropdown.focus(); }); dropdown?.addEventListener('change', function() { const selectedCountry = this.value; if (!selectedCountry || typeof selectedCountry !== 'string') { return; } const flagSpan = displayFlag?.querySelector('#flag-emoji-' + fieldName); if (flagSpan) { flagSpan.textContent = getCountryUnicodeFlag(selectedCountry); flagSpan.setAttribute('aria-label', sanitizeHtml(selectedCountry) + ' flag'); } const selectedProgram = window.MC?.smsPhoneData?.programs.find(function(program) { return program && program.countryCode === selectedCountry; }); var smsNotRequiredRemoveCountryCodeEnabled = true; var smsField = Object.values({"EMAIL":{"name":"EMAIL","label":"Email Address","helper_text":"","type":"email","required":true,"audience_field_name":"Email Address","merge_id":0,"help_text_enabled":false,"enabled":true,"order":0,"field_type":"merge"},"FNAME":{"name":"FNAME","label":"First Name","helper_text":"","type":"text","required":false,"audience_field_name":"First Name","enabled":false,"order":null,"field_type":"merge","merge_id":1},"MMERGE2":{"name":"MMERGE2","label":"Second Name","helper_text":"","type":"text","required":false,"audience_field_name":"Second Name","enabled":false,"order":null,"field_type":"merge","merge_id":2},"MMERGE3":{"name":"MMERGE3","label":"Company Name","helper_text":"","type":"text","required":false,"audience_field_name":"Company Name","enabled":false,"order":null,"field_type":"merge","merge_id":3},"MMERGE4":{"name":"MMERGE4","label":"Job Title","helper_text":"","type":"text","required":false,"audience_field_name":"Job Title","enabled":false,"order":null,"field_type":"merge","merge_id":4},"SIGNUP":{"name":"SIGNUP","label":"Signup form location","helper_text":"","type":"text","required":false,"audience_field_name":"Signup form location","enabled":false,"order":null,"field_type":"merge","merge_id":5},"MMERGE6":{"name":"MMERGE6","label":"Image URL","helper_text":"","type":"imageurl","required":false,"audience_field_name":"Image URL","enabled":false,"order":null,"field_type":"merge","merge_id":6}}).find(function(f) { return f.name === fieldName && f.type === 'smsphone'; }); var isRequired = smsField ? smsField.required : false; var shouldAppendCountryCode = smsNotRequiredRemoveCountryCodeEnabled ? isRequired : true; var phoneInput = document.querySelector('#mce-' + fieldName); if (phoneInput && selectedProgram.countryCallingCode && shouldAppendCountryCode) { phoneInput.value = selectedProgram.countryCallingCode; } updateSmsLegalText(selectedCountry, fieldName); updatePlaceholder(selectedCountry, fieldName); updateCountryCodeInstruction(selectedCountry, fieldName); }); } document.addEventListener('DOMContentLoaded', function() { const smsPhoneFields = document.querySelectorAll('[id^="country-select-"]'); smsPhoneFields.forEach(function(dropdown) { const fieldName = dropdown?.id.replace('country-select-', ''); initializeSmsPhoneDropdown(fieldName); }); });

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