Surprise, surprise: Teens prefer the Mall over the Internet


The latest US study has found that teenagers (13-17) are overwhelmingly favouring shopping the mall over the internet.


Some key stats from the OTX study:


Teens learn about "cool new products" from the following sources (multiple choices were allowed)




  •          65% Internet

  •          62%  friends

  •          54% TV ads

  •          48% magazines


Christmas gift of choice (to give)




  •          Electronics stores 46%

  •          Bath/body (45%)

  •          Music stores (41%)


Preferred gifts (for themselves)




  •          Money 39%

  •          Computer 30% 

  •          Clothes 25%

  •          Cars 24%

  •      Gift card from their favourite store (just) 9%


What's important for marketers to understand is that for most teens, shopping is a purely social experience with a full 84% saying they will shop with others.


Personally the most interesting finding is that 17% say there isn't anything they want. Is it the beginning of the end of conspicuous consumption?