Surfing European Teenagers to Lead E-Commerce 20/09/00 According to a preview of a new report sponsored by Young & Rubicam Europe and prepared by Y&R's Intelligence Factory, the growing ranks of European teens online will reshape the e-commerce landscape. According to Bert Meerstadt, CEO, Y&R Advertising Europe, Middle East and Africa, "For too long, marketers have operated under the notion that young people on the Internet are either North American or at least share in the consumer habits and mindsets of their North American counterparts. In truth, the Internet increasingly is being shaped by the peoples and cultures of Europe, as well--and that includes a growing influence from European teens, who are bringing their own unique tastes and behaviours to the medium." The study notes that online advertising spending is concentrated nearly exclusively in North America, even though European e-commerce revenues are projected to reach more than US$425 billion within the next three years. In Europe, teens from the west are leading the way. One important way to connect with Euroteens is with music--an integral part of their lives. Similar to the kids in the States, Euroteens are taking their passion for music online, downloading MP3s and regularly accessing fan sites. However, there are some important differences between American and European teens as noted below: While American teens crave the latest gadgets for their sheer newness, European teens are more interested in technology for its utility. The desire to create and maintain relationships with their peers is the primary motivation for most Euroteens to want such devices as computers and cell phones. Although the USA has long exerted a strong influence on the development of a global popular culture, European youth are becoming increasingly opposed not just to Americanisation, but also to the blurring of national identities in favour of one Europe. Across Europe, North America, and Asia, email and chat consistently are cited as top reasons teens go online. The opportunity to speak and be heard is critical to youth, although there are regional differences in this regard. Intelligence Factory has observed, for example, that Euroteens are more inclined than their American counterparts to philosophise, lingering over discussion and conversation According to the survey, European teens embrace labels, logos, and flashy fashion statements, and have higher brand awareness than any other age. On the other hand, Euroteens are highly individualistic and are more suspicious of materialism than are American teenagers. Feelings saturated by ads (on buses, in schools, on the Internet, not to mention TV and radio) teens are beginning to search for commercial-free space. The Intelligence Factory is an independent profit centre within Y&R Inc. Its newest study, "European Teens Online: Capturing the Market," is based partly on a proprietary survey conducted online in August 2000. The survey was conducted among a self-selected panel of teens around the world.