Online or offline: How do parents prefer to shop for toys and games?
August 10th, 2022, Kineree Shah

Online or offline: How do parents prefer to shop for toys and games?

The COVID-19 pandemic steered many businesses towards digital, but more than two years since it began, do consumers prefer to shop online or in-store for toys and games? Data from YouGov’s newest tool, Global Profiles, reveals consumers’ purchase preferences. Global Profiles tracks consumer thoughts, feelings, behaviors and habits, and monitors global trends and media consumption across 43 markets.

In this piece, we look at the markets in the US, Britain, APAC and MENA among parents or guardians who have at least one child younger than 18 years.

In the US and Britain markets, a third of parents purchase toys and games online, with almost the same saying they are evenly split between online and offline (29% and 32%). At least a fifth in the US and Britain say they tend to make most purchases of toys and games from brick-and-mortar stores. (24% and 19%).

Nearly two in five parents from the APAC region (45%) are more likely to say they purchase toys and games online however about a fifth (17%) say they tend to shop offline. This scenario is reversed in the MENA region. Here almost two in five parents (38%) say they tend to shop for toys and games in-person while a fifth say online (22%).

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YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 43 markets. The data is based on continuously collected data from adults aged 16+ years in China and 18+ years in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.