Jupiter Researches Teenagers Online in US and Europe

Today's teenagers are pioneering how tomorrow's Internet will be used, according to new data from Jupiter MMXI. Representing the first real generation to grow up with the technology, their increasing time spent online (i.e an average of eight hours a week and rising) is indicative of things to come.

Teenagers are also a traditionally important consumer group to reach, given that they are usually very receptive to new ideas and technologies. The recent Jupiter MMXI study in the US emphasises how teenagers are "spreading the word", with 38% of teens saying how they share information that they have found on the Internet. This includes photos, music files, jokes, and greeting cards being swapped several times a week.

In Europe, Jupiter MMXI data shows a slightly different picture with online teens. Here, chat and e-mail services, such as MSN Messenger Service in the UK, Spain and, Norway, and e-mail providers Caramail.com in France, and GMX.de in Switzerland and Germany, are amongst the most popular ways of sharing things. Moreover, communities offering homepages and chat facilities, such as Tripod.it in Italy, Subnet.dk in Denmark, or Freecity.de in Germany, feature amongst the most popular ways to spend time online.

Embracing the Internet at an early age, European teenagers will be comfortable buying a range of products and services online once they have acquired credit cards and once their spending power increases. Jupiter MMXI compares teenagers' behaviour on retail sites with that of those aged 18 to 25. Teenagers spent slightly more time on retail sites than the older age group, (who are more likely to have credit cards and to earn their own money). In June 2001 teenagers at home spent on average 7.5 minutes per day and 19.5 minutes per month on retail sites, whereas 18 to 25 year olds at home spent on average 6.5 minutes per day and 19 minutes per month on these sites.

Noah Yasskin European Research Director for Jupiter MMXI noted that, "While they don't transact online because they don't have credit cards, the Internet impacts teens off-line purchase behaviour. Longer term, as experienced users, they are likely to become online shoppers when they become adults. Much of today's teen behaviour will be mainstream tomorrow. Teens pioneered text messaging on mobile phones and chat on instant messenger applications, both of which are becoming widespread. They are showing the potential uses of the Internet beyond e-mail and visiting websites using a browser. Teens flocked to Napster and are heavy users of communication applications sending their peers music files, photos, and other digital content."

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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