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Teenage Online Shopping Trends
Teens are shopping more via the Internet and brick and mortar outlet stores and less at specialty stores. The study found that parent contributions to teen purchases have dropped, both at the upper and middle-income levels. Teens have to come up with more of their own resources, which may account for teens shopping less at pricier specialty stores. Parent donations decreased by nearly 10 percent from the previous survey, but a majority of teenagers report that their parents still subsidize more than half of their spending.
In the spring survey, 79 percent of teen females and 76 percent of males stated that they shopped online. That represents a 4 percent increase for females over fall , but a 6 percent decrease for males. While clothing remains the most frequently purchased items by teens — 21 percent of all expenditures — they are spending less on fashion items.
Besides apparel, electronics and footwear are the most popular online shopping items. In these two categories, men do more shopping than women. Overall, teenagers spend a disproportionate amount of money on clothing.
Over the past year, according to the Piper Jaffray survey results, the top three websites for teens were Amazon, eBay, and Nike, with Amazon growing ten percentage points between spring and spring — from 13 percent to 23 percent. Teens also enjoy visiting the websites of brands that provide products targeted to teens. Facebook and YouTube are still the favorite social media sites for teens and 53 percent of females and 52 of males indicate that social media impacts their purchases, with Facebook being the most important.
However Facebook seems to have lost influence over the past six months, with only 33 percent of teens reporting it as the most important social media influencer in the spring survey compared with 42 percent in the fall survey.
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