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Despite the shape of the economy today”, shopping patterns online among 13-25-year-olds in North America are on the rise among specific demographics, as revealed in Label Networks upcoming Global Youth Culture Spring Study 2008, to be released next month. In this story, we concentrate on one segment from a series of questions about online preferences, habits, and purchasing patterns based on the question, “Compared with 6 months ago, how frequently are you shopping online?”

Overall, 36.5% of 13-25-year-olds based on a representative sampling of young people across North America, say they are shopping online Just as frequently now as they did 6 months ago. However 35.9% say they are shopping online More frequently now; followed by 19.9% that say Less frequently, and 7.6% that say I don’t participate in this activity.
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While this quantifies the growing importance of online shopping among young demographics”, looking at the cross-tabulations of the data by gender and age groups, even more is revealed. For example, at 37.1% females are shopping online More frequently compared with 32% of males. In addition, 23.4% of males are shopping online Less frequently compared with only 18.9% of females. Generally what this indicates is a stronger new market among females that are shopping online -even though a high percentage of males are shopping online.
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By age groups”, the demographic that has the highest percentages for shopping online More frequently are younger, with 13-14-year-olds peaking at 46.8%, followed by 35.9% of 15-17-year-olds, and 33.3% of 18-20-year-olds. Interestingly, 21-25-year-olds have the highest percentages at 40.5% that are shopping online Just as frequently. The demographic that has highest percentages that are shopping online Less frequently today than 6 months ago are among 18-20-year-olds at 21.8%.

Overall, what this indicates is that even in a difficult economic climate, online shopping is on the rise among the new generation of consumers and is especially increasing among females, ages 13-17-years-old. This quantifies the importance for brands and retailers, as well as advertisers to not only embrace online shopping, but also realize ways to engage the new generation of consumers that are simply growing up shopping online.

For more information about Label Networks’ Global Youth Culture Spring Study 2008, contact info@labelnetworks.com; (323) 630-4000. The full report will be available for Premium Global Youth Culture 2008 subscribers in the next month.

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