Survey finds teen market potential online

BOSTON – A Yankee Group survey finds that Web-based branding strategies may be a direct route to tapping into the teen market. According to the research and consulting firm’s annual Technologically Advanced Family Survey, while e-mail and online chat top the list of online activities, 15% of teenagers age 13 to 17 say shopping is one of their top three online activities, 62% gather news and information online and 30% download music or software. “These results indicate that teens present a viable and potentially lucrative market opportunity for companies in selling products or providing information”, said Yankee Group Internet Market Strategies Research/ Consulting Program Manager Paul Ritter. The study sample was selected from a consumer mail panel of 450,000 nationally representative U.S. households.