48% of teen internet users shopped online in 2009
According to the Pew Internet and American Life Project, 48% of teen internet users bought goods such as clothes, books and music online.
This is a 17-percentage-point increase since 2000.
The largest spending category is fashion. This category consisting of clothing, which takes 22% of total teen spending, along with accessories (11%) and footwear (9%).
Fashion represented 43% of North American respondents’ spending plans in spring 2010, according to a survey from Piper Jaffray.
“New online tools are emerging that mimic the way teens like to shop in stores,” said Jeffrey Grau, eMarketer senior analyst. “Some enable teens to shop online and instantly get feedback from peers about a considered purchase. Others help teens mix and match fashion outfits.
“Online retailers that are seriously interested in building their teen customer base should put these tools high on their list of web development priorities.”
An additional percentage said that they would have purchased items online if they had more spending money and/or access to a credit card.
Graud added: “Several payment alternatives like debit cards and student accounts not only enable teens to buy on the web but also let parents set spending limits and monitor payment activity.
“Yet rather than offer these options, many retailers seem content to drive online teenagers to their physical stores.”