A segmentation of adolescent online users and shoppers

Abstract

Purpose – The purpose of this study is to identify key motivations for adolescents using and shopping on the internet, and to segment the sample based on these motivations. Design/methodology/approach – This research occurs in two phases: a qualitative phase involving interviews with adolescents aged 12-15 and parents of adolescents in this age group; then, a quantitative phase using a survey (n=360) to measure the motivations and other key profiling variables identified in the qualitative phase and the literature review. Findings – The research identifies five basic motivations and two shopping motivations influencing adolescent online usage and shopping. Next, a cluster analysis is conducted using the motivations developed and is used to identify segments of adolescent internet users and shoppers, which are subsequently described. Research limitations/implications – The sample of adolescents was taken from a town in the southeast USA. Caution should be taken when generalizing to adolescents outside this region. Practical implications – This research identifies for internet marketers the different types of adolescent internet users and shoppers. It also recognizes key motivations that marketers should consider when targeting adolescents. Originality/value – This research is the first to identify important segments of adolescents based on their motivations for online usage and shopping, and builds on a limited stream of research relative to adolescents and internet shopping.