Teenage shoppers in the US are becoming an increasingly influential online consumer retail demographic, according to new research from JupiterResearch.
According to the new report,
Teen Online Shoppers: Reach Teen Influencers and Early Adopters Through Consumer-Created Content, one in four teens say their parents always take into account their opinion about household purchases.
JupiterResearch found that of teens who make purchases online, 83% still make purchases with their parents present, via their parents’ credit or debit card.
However, alternative methods of payment, such as PayPal and gift certificates, have grown in popularity and allow teens to make purchases by themselves.
Patti Freeman Evans, JupiterResearch Senior Analyst and lead author of the report, said: “”Even though teens account for only 3% of online sales right now, they can be very influential on overall household buying.
David Schatsky, president of JupiterKagan, said: “Retailers should look to consumer-created content and sites with expert advice to target early-adopter teens.
“Teenagers are internet savvy and retailers must understand their characteristics and behaviours to catch them as them as they begin making their first independent online purchases.”
Recent research from comScore Networks revealed that during the first 38 days of the US holiday season this year, total online spending reached $15.6 billion, marking a 25% increase versus the corresponding days in 2005 (see US Online Holiday Spending Up 25%).
Meanwhile, other research from comScore Networks showed that the week ending December 3 was the most active cyber shopping week to date in both the UK and Germany, with visits to secure web pages up 69% and 72% versus the pre-holiday shopping period from 28 August to 29 October (see Online Shopping Increases In Run Up To Christmas).
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