Teens Choose Electronics But Parents Pay For Most According to an online survey of 300 junior and senior high school students conducted online by InsightExpress, students looking for
new electronics say they're the ones in control of the consumer electronics budget and brand buying decisions.
Lee Smith, president and COO of InsightExpress, says "Students are more educated not
only in terms of what devices they want to own, but also which brands. Teenagers hold a tremendous amount of influence when it comes to the devices they select, and savvy manufacturers will recognize
the opportunity this audience represents."
Devices most wanted by teens include MP3 players, cell phones, and digital (still and video) cameras. While students plan to pay for only 30% of
electronics purchases themselves, teenagers say they still wield more buying influence than their parents. According to the survey, teens decide which brands to purchase for the following:
| Device | Student Decides | Student & Parents Decides | Parents Decides |
| MP3 | 56% | 24% | 14% |
| Digital Camera | 39% | 26% | 27% |
| Digital Video Camera | 36% | 31% | 22% |
| Cell Phone | 35% | 34% | 22% |
| Computer | 30% | 27% | 34% |
Source: InsightExpress, August 2004
When it comes to learning about new high tech devices, students turn to friends first, and are notoriously
key adopters of emerging technologies.
How US Students Learn About Home Electronics (% of resoundents)
- Friends 72%
- Internet 70%
- TV 70%
-
Magazines 58%
- School 44%
Source: InsightExpress, August 2004