Teenagers influence the way parents spend their money, a study by the Bureau of Market Research of the University of South Africa (Unisa), released on Tuesday, shows.

Teens, aged between 13 and 18 years, especially influence purchasing decisions when it comes to toys, clothes, family purchases such as outdoor entertainment, take-aways and reading material.

"The extent of children's influence cannot be ignored," said Professor Deon Tustin, head of the BMR, who compiled the study.

African, coloured and white teenagers used examples of friends and Asian children applied negotiating as a preferred tactic to persuade parents to purchase products not planned for.

Compared by population group, white and black children exert a greater influence on the purchasing of take-away meals, on family vacations and on outside entertainment.

Coloureds exert food and clothing items

Coloured children exerted more influence in the purchasing of food and clothing items, while Asian children's' influence was more prominent in the purchases of information technology products.

Approximately 70 percent of all parents who participated in the study indicated that children had an influence in suggesting which brands to purchase.

The study shows that South African children are very brand conscious and that brands play an important role in the lives of children.

On average, children exert influence through suggesting brands in seven out of every 10 metropolitan households.

However, when it comes to the purchases of durable goods and services such as houses, lounge, living room and kitchen furniture, household furnishings, motor vehicles, and life insurance, children exert no influence at the final purchase stage.

The research was conducted among 750 households in the major metropolitan areas focusing on purchases of 34 product types.

Sapa