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.

Citation

W. Hill, W., E. Beatty, S. and Walsh, G. (2013), "A segmentation of adolescent online users and shoppers", Journal of Services Marketing, Vol. 27 No. 5, pp. 347-360. https://doi.org/10.1108/JSM-10-2011-0157