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A majority of U.S. online teens have shopped on the web, Forrester says
86% of U.S. online consumers ages 18 to 21 and 52% of teens under 18 have shopped online, Forrester Research says. Older teens had more money to spend—an average of $193 per month.
86% of U.S. online consumers ages 18 to 21 and 52% of teens under 18 have shopped online, according to a new study from Forrester Research. Older teens had more spending power-about $193 per month-compared with $76 for younger teens, the study found.
In addition, older teens spend an average of more than 15 hours online each week and have been using the Internet for an average of nearly seven years, according to the study. Of teens 18 to 21, 87% go online weekly and 13% go online monthly.
The majority of online teens also have access to broadband-86% of younger teens and 90% of older teens, Forrester said. Studies have shown that consumers who use broadband spend more online.
The items teens purchased most often online included computer hardware, software, music, DVDs and books. “The web captures nearly a third of younger- and older-teen-male spending on computer hardware, and the percentage of spending online increased most between age groups in categories like event tickets, computer software, music, DVDs/videos, and books,” Forrester said.
Only a small percentage of teens shopped online for apparel and accessories, linens/home décor, and footwear, according to the study.
Forrester based the report on an online survey of 5,131 individuals in November.