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?