Marketing Online to Teens: Girls Shop with a Social Twist

In 2009 nearly half of all teen internet users bought goods such as apparel, books and music online. An even higher percentage would have made such purchases had they more spending money and access to a credit card. Several payment alternatives like debit cards and student accounts not only enable teens to buy on the web but also let parents set spending limits and monitor payment activity. Yet rather than offer these options, many retailers seem content to drive online teenagers to their physical stores.
In making purchase decisions, teens rely on social media and mobile phones in both conventional and innovative ways. They share news about bargains with close friends via text messaging; they use the built-in camera on their phones to snap photos while trying on clothes, then upload the pictures to Facebook. YouTube has become a popular destination for teens to view amateur makeup tutorials. And several startups are giving teens new ways to shop virtually with friends and receive instant feedback on fashion looks from a community of peers.
Marketers that cater to teens know they must follow them to social media sites if they want their business. But creating a Facebook page or getting a celebrity endorsement does not guarantee that teens will come. Retailers must understand teen shopping behavior and attitudes to create customer interactions that are both fun and meaningful. Those that succeed report a lift in new customers, greater loyalty and increased sales.




Key questions this report answers:
• What percentage of teen internet users buy online, and what prevents more from doing so?
• How do teens use social media to get product tips and purchase advice?
• What do teens expect from the retailers they do business with?
• How do retailers market effectively to teens on social media?