The Effects of Kids and Teens on Parents and e-Commerce

Research has shown that youth are actively shopping online. Even though most youth do not have access to a credit card, they play an influential role in e-commerce by researching products for themselves and other family members. Web sites that are not youth-focused should still be aware of youth online shopping habits because often a son or daughter is looking online for information for a purchase that their parent will make.

This paper presents insights gathered through Circle 1 Network's longitudinal Kids, Teens, Parents and E-commerce research study that is in its third year. This is an online study with youth ages 8 to 18 and parents of youth ages 8 to 18. Youth and parent attitudes toward e-commerce and the factors that influence these attitudes will be explored. The roles that youth play in e-commerce and their online shopping behavior will also be presented.

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