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Mar 1, 2007
"Even though teens account for only three percent of online sales right now, they can be very influential," says Patti Freeman Evans, senior analyst and lead author of the report. "Retailers should not ignore where teens go to get information about product purchases."
Few teens actually make purchases online independently. But of those who do make purchases online, 83 percent do so with their parents in attendance and using their parents' credit or debit cards, the report says. However, alternative methods of payment such as PayPal and gift certificates have grown in popularity, and enable teens to make purchases by themselves, the report adds.
"Retailers should look to consumer created content and sites with expert advice to target early adopter teens," contends David Schatsky, president of parent company, JupiterKagan Inc. "Teenagers know the internet well, and retailers must understand their characteristics and behaviors to catch them as they begin making their first independent online purchases."
Topic: Business Strategies
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