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Home arrow Market Research Findings arrow Advertising and Marketing arrow Media Usage And Shopping Habits Of Teens
Media Usage And Shopping Habits Of Teens PDF Print E-mail
Written by eMarketer   
18 Mar 2011
Tech-savvy and social

Today’s teens have grown up with the internet, and their status as digital natives places them in the avant-garde of internet and technology use.

eMarketer estimates that by the end of 2011, 96% of US teens ages 12 to 17 will use the internet at least monthly, significantly higher than the 74% penetration for the total US population.

“The internet is not only fun, but is also indispensable for a host of tasks such as communicating, learning and shopping,” said Jared Jenks, eMarketer analyst and author of the new report, “Demographic Profile—Teens.”

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The social internet is similarly indispensable. More than four in five teens will use social networks this year, eMarketer estimates, compared to 64% of all internet users.

Nearly three-quarters of teens will use Facebook monthly this year, according to eMarketer, and Ipsos Public Affairs found in 2010 that over 50% visited the site daily.

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And social is critical, in particular, for retailers targeting teens. “Peer influence is the key driver in teen girl shopping behavior,” said Tobi Elkin, eMarketer writer/analyst and author of another new report on teens, “Teen Girls: Always on a Social Shopping Mission.”

According to GfK MRI, more than 4 million teen girls purchased items online in 2010, up from 3.4 million in 2009.

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“While they are price-conscious and driven by a great deal, teen girls weigh these factors against the all-important consideration of whether peers will approve of their purchases,” Elkin said.

The full reports, “Demographic Profile—Teens ” and “Teen Girls: Always on a Social Shopping Mission ,” also answer these key questions:

* What are the demographics of teens?
    
* How do teenagers spend their time with media?
    
* What do they do online?
    
* How are they using mobile phones?
    
* Who are teen girl consumers?
    
* How do they shop?
    
* How are retailers using digital and social media tools to engage teen girls?
    
* What are the key influences on their shopping behavior?

4 March 2011

 
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