All in the family

Abu-Shalback Zid, Linda
May 2005
Marketing Management;May/Jun2005, Vol. 14 Issue 3, p4
This article presents the results of two surveys regarding online shopping in the U.S. The YouthPulse survey conducted by Harris Interactive found that slightly more than half of the respondents age 12 and younger said they had to abandon a purchase because of parent interference, making it the top reason for online shopping-cart abandonment in that group. Meanwhile, 27% of kids age 13 and older said their parents had forced them to abandon an online purchase, with their top reasons being an aversion to paying shipping costs and being broke. And while moms may stop their kids from making purchases, what stops moms from completing online transactions? A survey of 214 moms from Lucid Marketing showed that 60% did not want to pay for shipping. About 44% of those surveyed wanted to see the product before purchasing. And 42% of the moms said a local store was more convenient.


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