I remember our first TV - a monstrous Zenith black and white box with an essential horizontal hold button, rabbit ears antenna, and three channels. No HDML ports, no USB or ScanDisk inputs, no remote control, and I don't even think the word 'computer' had been invented yet. If you're a teen today, that mini-techno-biography must send shivers up your spine. Because you've grown up with laptops, the Internet, smart phones, and remotes up the wazoo. You are the avant-garde of new technology.
A recent eMarketer report estimates that by the end of this year, 96% of US teens between the ages of 12 and 17 will go online monthly, compared with 74% of the total US population.
Regarding social networks: more than 4 in 5 teens are expected to use social media this year (vs. 64% of all Internet users) and 75% will use Facebook monthly.
And texting is so second nature to a teen that it has just about relegated most email accounts to the trash bin.
The online social connectedness of teens for retailers is pretty phenomenal according to a new report, 'Teen Girls: Always on a Social Shopping Mission.' According to eMarketer analyst Tobi Elkin, who authored the report, "Peer influence is the key driver in teen girl shopping behavior." Although more than 4 million US teen girls purchased items online last year, shopping in the bricks & mortar context is still a major element of teen consumer behavior, as Elkin writes in her report:
"Teen girls are intrepid social shoppers who eagerly embrace digital and mobile tools. They enjoy hunting for clothes and accessories online and offline. Most thrilling, however, is the experience of shopping and buying in physical stores with close friends by their side."
"While they are price-conscious and driven by a great deal, teen girls weigh these factors against the all-important consideration of whether peers will approve of their purchases."
Still waiting to see how all this compares to teens outside the US. And whither the teen boys?
Just have a look: