One in five young people purchased something online last year, according to the Zandl Group, a New York-based trends research company that maintains a nationwide consumer panel of 3,000 young people between the ages of eight and 24. Apparel and entertainment software headed their online shopping lists. Online shopping increased with age and access to credit cards, the company found, but most Gen Y shoppers stick to product categories like entertainment software, books and tickets that do not require trial or personal examination. Web sites are a key factor in reaching the Gen Y audience: Although four out of five Gen Y shoppers do not make a purchase, they are using the sites to research and examine merchandise before going to a store to buy it.
Copyright January 2001, Crain Communications Inc.