Teens, for example, spend an average of 303 minutes online per month, compared with the adult average of 728 minutes per month, according to Media Metrix research during June. Researchers attribute the lower rate of time online to teens' active schedules and the need to share computer equipment with other family members. The older people are, the more time they spend online, with teens aged 12 to 17 spending an average of 303 minutes online over eight days per month, young adults, aged 18 to 34, spending an average of 656 minutes over 13 days per month, and adults aged 35 to 49 spending an average of 804 minutes over 15 days per month. According to Media Metrix's June research, boys visited more sites than girls, surfing 301.2 pages versus the girls' 271. 15 percent of teens today actually purchase products online, buying mostly low-priced items such as CDs, albums, books, and clothing. 49 percent of teens said they use the Internet to research goods and products and then purchase them offline.
Teens also go online to research higher priced items like computers, gaming consoles, and software.
Boys primarily use the Net for technology-related activities such as playing games, creating Web pages, and downloading software. Girls are more likely than boys to look for familiar offline brands while online. Businesses targeting teens must evaluate their Internet content and offer elements that appeal to teens in order to capture any part of their limited online time, said Anya Sacharow, Jupiter's analyst for the kids and teen markets. One mistake online retailers often make, added Barbour, is to ignore the real power source.