Posts Tagged ‘Teen agers and silver jewelry’

Teen Girls love Silver Jewelry almost as much as their cell phones.

Wednesday, August 11th, 2010

In 2009, nearly half of all teen internet users bought goods such as apparel, jewelry, books and music online, according to the Pew Internet & American Life Project. And they buy lots of it….into the billions of dollars.

This represents a 17-percentage-point increase in penetration over 2000. An even higher percentage would have made such purchases had they more spending money and access to a credit card.

teenagers_jumping“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,” said Jeffrey Grau, eMarketer senior analyst and author of the new report “Marketing Online to Teens: Girls Shop with a Social Twist.” “Yet rather than offer these options, many retailers seem content to drive online teenagers to their physical stores.”

When it comes to what teens buy online and offline, the largest spending category by far is fashion—consisting of clothing (taking 22% of total teen spending), accessories/jewelry (11%) and footwear (9%). Fashion represented 43% of North American respondents’ spending plans in spring 2010, Piper Jaffray reported in its 19th semiannual survey of teens.

Fashion translates into social shopping for many teens—especially girls—who frequently seek approval from close friends or siblings about considered purchases.

Retailers that use innovative tools to bring that experience online, suggests Jan Brassem, will do best at attracting teen customers.

 
“New online tools are emerging that mimic the way teens like to shop in eclipse12371stores,” said Grau. “Some enable teens to shop online and instantly get feedback from peers about a considered purchase. Other help teens mix and match fashion outfits. Online retailers that are seriously interested in building their teen customer base should put these tools high on their list of web development priorities.”