Teens and fashion: The search for apparel often begins online.
Source: us.i1.yimg.com
Topic: Teen Fashion
Sort Desciption: and accessories. Nearly a third averaged more than 30 times. And 68% of Teen. Fashionistas reported using search to look for clothing or fashion ...
Content Inside: Industry Advantage In order to better understand where teens get their fashion information and how they make decisions about what apparel and accessories to purchase Yahoo! Search Marketing commissioned the research firm North American Testing Organization to survey nearly 400 people age 15-19 who met the following criteria: Shopped for clothes accessories shoes or jewelry in the past three months Looked for information about clothes or accessories on the Internet Like stylish clothing and setting fashion trends and feel that clothing defines who they are Research revealed that nearly four in ten 15-19 year olds fit these criteria. We call this group the Teen Fashionistas. TEENS ARE HEAVY INTERNET AND SEARCH USERS The survey found that in a nine-month period Teen Fashionistas used the Internet around 30 times (about three out of four weeks) to look for clothing and accessories. Nearly a third averaged more than 30 times. And 68% of Teen Fashionistas reported using search to look for clothing or fashion trendsvirtually the same percentage who use search to get CDs or download music (70%). Teen Fashionistas turn to search (50%) nearly as much as magazines (55%) and more than television (45%) and fashion web sites (38%) when looking for information about clothing and accessories. When it comes to driving brand awareness teens reported search to be more effective than all other sources including fashion web sites and magazines. SOURCES USED TO LEARN ABOUT UNFAMILIAR BRANDS Additionally Yahoo! is popular with teensas 61% of searchers report using Yahoo! Search when looking for clothing and accessories information. TEENS MAY LIVE ONLINE BUT THEY BUY OFFLINE While most Teen Fashionistas are using the Internet as a key resource and spending a lot of their time online the majority of their purchases are still made at offline retail stores. Many prefer to physically see and try on apparel before they purchase. Lack of a credit card also inhibits more online pur ...
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