Online marketing to teens: girls gift shop with a social Twist

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  In 2009 nearly half of all teen internet users bought goods such as apparel, books and music online. An even higher percentage would have made such purchases had they more spending money and access to a credit card. 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.

In making purchase decisions, teens rely on social media and mobile phones in both conventional and innovative ways. They share news about bargains with close friends via text messaging; they use the built-in camera on their phones to snap photos while trying on clothes, then upload the pictures to Facebook. YouTube has become a popular destination for teens to view amateur makeup tutorials. And several startups are giving teens new ways to shop virtually with friends and receive instant feedback on fashion looks from a community of peers.

Marketers that cater to teens know they must follow them to social media sites if they want their business. But creating a Facebook page or getting a celebrity endorsement does not guarantee that teens will come. Retailers must understand teen shopping behavior and attitudes to create customer interactions that are both fun and meaningful. Those that succeed report a lift in new customers, greater loyalty and increased sales.

Key questions this report answers:

What percentage of teen internet users buy online, and what prevents more from doing so? How do teens use social media to get product tips and purchase advice? What do teens expect from the retailers they do business with? How do retailers market effectively to teens on social media? In 2009 nearly half of all teen internet users bought goods such as apparel, books and music online. An even higher percentage would have made such purchases had they more spending money and access to a credit card. 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. US Teen Internet Users Who Buy Online, 2000-2009 (% of respondents)US Teen Internet Users Who Buy Online, 2000-2009 (% of respondents)Teen Spending in North America*, by Category, March 2010 (% of total)Why Teens Do Not Buy More OnlinePrimary Income Source, Mar 2010 (% of US teen internet users)How Teens Make Purchase Decisions OnlineSources that Influence Clothing and Footwear Purchase Decisions of Teens in North America*, March 2010Ways that US Teens* Contact Their Friends Daily, 2006-2009 (% of respondents)Retailers Creatively Reach Out to Teens OnlineUS Internet User Penetration, by Age, 2008-2014 (% of population)US Social Network Users, by Age, 2008-2014 (% of internet users in each group)Leading Websites Used by US Teen Internet Users, March 2010 (% of respondents)Twitter Users, Mar 2010 (% of US teen internet users)Reaction to Mobile Advertising Among US College Students*, by Phone Type , February 2010 (% of respondents)Spotlight: How Charlotte Russe Engages Shoppers Online Leading Clothing Brands Among Teens in North America*, March 2010 (% of respondents)US Internet User Penetration, by Age, 2008-2014 (% of population)US Social Network Users, by Age, 2008-2014 (% of internet users in each group)US Teen Internet Users Who Buy Online, 2000-2009 (% of respondents)US Teen Internet Users Who Buy Online, 2000-2009 (% of respondents)Teen Spending in North America*, by Category, March 2010 (% of total)Primary Income Source, Mar 2010 (% of US teen internet users)Sources that Influence Clothing and Footwear Purchase Decisions of Teens in North America*, March 2010Ways that US Teens* Contact Their Friends Daily, 2006-2009 (% of respondents)US Internet User Penetration, by Age, 2008-2014 (% of population)US Social Network Users, by Age, 2008-2014 (% of internet users in each group)Leading Websites Used by US Teen Internet Users, March 2010 (% of respondents)Twitter Users, Mar 2010 (% of US teen internet users)Reaction to Mobile Advertising Among US College Students*, by Phone Type , February 2010 (% of respondents)Leading Clothing Brands Among Teens in North America*, March 2010 (% of respondents)  In 2009 nearly half of all teen internet users bought goods such as apparel, books and music online. An even higher percentage would have made such purchases had they more spending money and access to a credit card. 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.

Ball State University
Buzz Marketing Group
eMarketer
Pew Internet & American Life Project
Piper Jaffray & Co.

Price: $695.00

Price: $695.00

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