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FiM
Articles: Market Trends
US
Teens Ready To Spend Online
September 27th, 1999
More
than 10 million, or two-thirds of all U.S. teen net users will
make a purchase online by the year 2002, a dramatic increase from
the 2 million (22%), estimated for 1998 and projected 1999 year-end
figures of 3.9 million (35%), according to eMarketer's newly released
eRetail
Report.
The
eRetail Report further states that though the number of teenagers
(aged 13 - 17) who actively use the web will rise from 11.1 million
in 1999 to 15.3 million in 2002, teen users as a percent of all
net users in America will shrink from 16% in 1999 to 14.8% in
2002.
"There
are two reasons for this," says Geoffrey Ramsey, Statsmaster at
eMarketer. "First, the growth in number of teens overall is relatively
flat compared with other age groups. Second, while teens quickly
embraced the net between '96-'98, adults are now playing catch
up and their numbers are growing at a much faster rate."
This
picture is further refined by the following points: While teens
as a group have significantly greater access to the web than their
adults, they are less likely actually make purchases online Teens
will spend $161 million online in 1999, representing less than
1% of total US online spending Teen online spending will climb
to over $1.4 billion by 2002, representing 2.2% of total consumer
e-commerce.
"This
is primarily a function of access, or lack there of, to credit
cards, the primary currency on the web," states Ramsey. "Of course,
the continued development and proliferation of "e-wallets" and
other forms of parent-controlled digital cash accounts will remove
this obstacle over time."
In
addition to this examination of teen spending online, the eRetail
Report contains trends in the market size and growth of online
shoppers; e-consumer demographics; e-consumer shopping attitudes
and behavior; and other consumer related and market stats. For
more information, click
here
Source:
eMarketer, 1999
Reprinted
by permission. © eMarketer, 1999. www.emarketer.com
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