How Do Teens Use The Internet To Buy Clothes?
By Anna Johnson on May 29th, 2011U.S. teenagers spend most of their discretionary dollars on clothes. For clothes retailers, this begs the question: do teens use the Internet to buy clothes and, if so, how?
According to research from Piper Jaffray, in spring 2011, teenagers spent 20 percent of their budgets on clothes, 8 percent on shoes, and 11 percent on accessories and personal care items. And while the biggest influence on their buying decisions was friends (a.k.a. peer pressure), after that came the Internet, and then various other kinds of media such as television and film.
Yet, while the Internet was cited as a major influence on what to buy, only 11 percent of teens favored online shopping. Teenagers much preferred shopping at specialty stores (30 percent), followed by shopping at major chains and discount stores.
While the limited ability to use online payment methods would likely be one deterrent from buying clothes online, a more significant reason is probably the social enjoyment offered by physical stores i.e. visiting stores and trying on clothes in the company of their friends.
Does this mean online retailers shouldn’t target teens? Not at all. It may mean they need to simulate a more social shopping environment or even build physical stores to complement their online presence, though.
Source: eMarketer, “Teens Slowly Increase Online Shopping, eMarketer,” April 26, 2011
