January 5,2007

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  Teens Rule the Roost

  Purchases made by actual teenagers may make up a tiny sliver of online sales – about 3% - but research shows that they have a strong voice in their parents' decisions to buy online.
  
  Jupiter Research, an independent firm, gauged that teens' buying behaviors should be of paramount importance to retailers, as they are the internet-savvy generation. Apparently, 25% of teenagers say that their parents regularly consult them about household purchases. Of course, more than 4 of 5 teens are still dependent on Mom or Dad's money to get stuff – via parents' credit cards or presents. But that will change in the future, as the "e-generation" mature and come into finances of their own. By tapping into the interests and behaviors of this demographic early, retailers will have a head start on these kids when they grow up.
  
  
  
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