Who Influences Whom? eMarketer reports that, while only 26% of teens currently online use the internet to shop or find product information (Jupiter, 2000), other studies have shown that online product research and "window shopping" influence offline sales. Also, as more online payment options for teens become available in the US, online shopping is expected to increase in that age group. Top Five Categories of Online Purchases, 2000 AdultsTeens 1. Books Music(CD's/Cassettes) 2. Music (CD's/Cassettes) Clothing 3. Computer …

The World According to Roper Starch In a powerful global research project by Roper Starch Worldwide, carried in the current issue of American Demographics, an interesting model has been detailed that includes the relationship between personal values and consumer behavior. In a previous Brief we reviewed some of findings. Roper's ultimate objective was to come up with a way to identify how people naturally "group" around certain sets of values, globally. Roper has identified six distinct values segments. This global solution works across all regions. Although the exact proportions vary, people in all six segments are found in …