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	April 3, 2009 How To Sell To Young Consumers Online Effective Online Strategy For European Online Shoppers Ages 15 To 24 by Lauriane Camus with Patti Freeman Evans, Brendan McGowan

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Executive Summary

European online consumers ages 24 or younger are highly active online users — and present a challenging mix of openness and skepticism to online retailers looking to connect with them. Because they are young, these customers are still establishing relationships with retailers, brands, and services. They are much more likely than older online shoppers to trust the opinions of other individuals, rather than get that information from brands. eBusiness professionals should begin looking to establish connections with these customers through new, often social, avenues that will take time to develop.

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