Overview
- The analysis, released Monday, found 47% of 10–17-year-olds discover products through social-media ads and 40% through influencer recommendations, making these the leading discovery channels for youth online shopping.
- Researchers report measurable spending and rising frequency with age: 12.2% of respondents said they spend up to €1,200 per year and 28.5% of 14–17-year-olds buy online at least once a month.
- A small share of young people meet criteria for problematic buying: 1.2% overall were classified as problem online buyers, with girls at 1.3% and boys at 1.0%.
- The study links platform tactics—low prices, algorithmic targeting and gambling-like gamification—to impulsive purchases and says Amazon, Temu and Shein rank among the top platforms used by youth.
- Authors and the insurer urge parents and schools to teach children to spot commercial intent and recommend policy and education measures to reduce manipulative marketing aimed at minors.