Browsers 'become buyers at 14'

3rd March 2008

Young people switch from viewing online content to purchasing items on the web at the age of 14, one industry publication has asserted.

Jeffrey Grau, senior analyst with eMarketer, said that there is a "jump" in web buying at the age of 14.

"That's why we include those 14 and older when defining online shoppers and buyers," he explained.

According to the news source, people under the age of 14 prepare for their careers as online shoppers by taking part in other web-based activities.

It cites research by MediaMark which found that 13 per cent of American children surveyed had bought an item on the internet in the past 30 days, compared to 70 per cent who played games online and more than a third who carried out tasks for school on the web.

And another recent study by NPD Group found that viewing online video clips and music videos was the most popular form of internet activity among people between the ages of two and 14.

Ruth Orchard, director general of the Anti-Counterfeiting Group, has commented that online sales are now the biggest source of counterfeit goods.