For Retail Professionals

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	May 3, 2006 US Youth Shopping Data Overview North American Consumer Technology Adoption Study by Carrie Johnson with Chloe Stromberg, Sean Meyer	Average: 7  (1 rating)

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Executive Summary

Raised on the Internet, young consumers between the ages of 13 and 21 give retailers a run for their money. A powerful combination of social and Web connections has turned 13- to 21-year-olds into an empowered group that relies on advice from friends and new Web tools to research and purchase. Apparel and groceries eat up most of the youth budget, but apparel retailers face a particularly tough challenge with younger female teens: They change loyalties to retailers quickly, and style, an impossibly subjective measure, drives their loyalty. But there's hope: Teens do see and use viral marketing advertising in games and on cell phones, and — most importantly — are not disloyal by nature. This makes it imperative for retailers to take advantage of a new generation of Web technologies and speak the same language as the online wired youth do to generate brand affinity with them as young as possible.

TABLE OF CONTENTS

• Examining How Young Consumers Shop
  • Young Consumer Demographics And Internet Access
  • Amount Spent In Past Three Months By Category
  • Online Retail Penetration By Product Category
  • Apparel Retailers By Gender And Age
  • Non-Apparel Retailers By Gender And Age
  • Visitation Of And Buying Behavior At The Mall
  • Online Social Activities Used To Research A Purchase
  • Online And Offline Shopping Activities
  • Response To Viral Marketing And Alternative Promos
  • Attitudes Toward Loyalty
• Supplemental Material

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