2000 Kids and young adults have increased their online buying power. Among the items most likely to be purchased by this segment are clothes, music, books and video games.
Online youth are no longer a segment, but they have become the mainstream.
The studies also found that the economic resources of the 18 to 24 year-old group changed dramatically as children entered the teen years. Younger children are fully dependent on their parents for income, while teenagers and young adults can generate their own cash flow. For example, almost 40 percent of income for pre-teens was derived from allowances. In contrast, by the age of 16, three-quarters of their earnings came from paid jobs. Such statistics may provide an impetus for companies to undertake marketing campaigns aimed at this niche.