Teens Browse Online But Buy at Bricks-and-Mortar Stores

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Nearly one-third of those ages 13-17 make offline purchases after researching products online, while 89 percent of teens have never made an online purchase, according to Jupiter Media Metrix research released yesterday as part of the Jupiter Metrics advertising and marketing 2Q 2001 report.

The report also found that teens spend less time online than adults, averaging 264 minutes per month versus 837 minutes for adults.

Jupiter said marketers need to consider the influence of online window-shopping when developing a campaign and incorporate a single message across multiple channels. Jupiter analysts said that companies looking to attract teens should allow users to personalize their online experiences as much as possible.

Teens spend the most number of minutes using the Yahoo and MSN portals and checking their e-mail and Hotmail. The top sites visited by teens in April were Yahoo, MSN, AOL.com, Passport and Hotmail, the report said.

Jupiter surveyed 615 teens for the report.


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