Research has shown that youth are actively shopping online. Even though most youth do not have access to a credit card, they play an influential role in e-Commerce by researching products for themselves and other family members.

Web sites that are not youth-focused should still be aware of youth online shopping habits because often a son or daughter is looking online for information for a purchase that their parent will make.

To better understand the influence that the Internet gives youth over online and off-line purchases, we started conducting online surveys with youth and parents in 2001. The latest report, published in September 2003, explores the roles that youth play in e-Commerce within their family and provides suggestions for improving e-Commerce sales.