Shopping a top-three online activity for 15% of teens
A total of 15% of teens polled in The Yankee Group’s annual Technologically Advanced Family survey say shopping is one of their top three online activities, indicating that that teens are a viable and potentially lucrative market opportunity for companies with the right products and services, says Paul Ritter, program manager for the Yankee Group’s Internet Market Strategies research and consulting practice.
E-mail and online chat remain at the top of the list for teen’s online activities, and 62% of teens cited news and information–gathering among their top three online activities, while 30% included the downloading of music or software in the top three. “Significant potential exists for selling to the teen marketplace, and for influencing buying behavior both online and offline through web-based branding strategies,” Ritter says.
Noting that teens often do not have credit cards with which to make online purchases, some of the companies with particular opportunity on the web for the teen market are those that offer new forms of online payment mechanisms, Ritter adds. “Firms like Visa Buxx and RocketCash stand to benefit as the teen market adopts these alternatives to traditional credit cards,” he says.
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