Influencers and social media now have a significant influence on the online shopping behavior of children and young people. 47 percent of boys and girls between the ages of 10 and 17 become aware of products through advertising on social media platforms, and 40 percent through recommendations from influencers. This emerges from the special media addiction analysis by the health insurance company DAK-Gesundheit and the University Hospital Hamburg-Eppendorf (UKE), which is available to the German Press Agency.
1.2 percent are considered problematic online buyers
According to the study, the strong presence of influencers and algorithmically controlled advertising can also become a danger. 1.2 percent of 10 to 17 year olds are already considered problematic online shoppers. Girls are affected slightly more often at 1.3 percent than boys at 1.0 percent. More than three quarters of young people said they never shop online or only do so irregularly. But that changes as you get older: 28.5 percent of 14 to 17 year olds shop online at least once a month.
Purchasing decisions often arise from the interaction of social orientation towards influencers as well as algorithmically influenced wishes and impulses, said the study leader and medical director of the German Center for Addiction Issues in Children and Adolescents (DZSKJ) at the UKE, Kerstin Paschke. “Due to their neurobiological and psychological development, young people are particularly susceptible to these manipulative mechanisms to promote consumption.”
Spending up to 1,200 euros per year in online shops
According to the study, almost four out of ten children and young people between the ages of 10 and 17 now browse online shops at least once a week – with consequences: 12.2 percent of children and young people said they spend up to 1,200 euros per year. Around a third (32.1 percent) shop for 10 to 20 euros a month, while around a quarter (26.3 percent) shop for between 21 and 50 euros.
The most popular platform is Amazon, but Chinese platforms such as Temu and Shein also made it into the top 5. They primarily advertise with low prices and also use gambling elements. “If purchasing impulses arise primarily via social media, children and young people must learn to recognize advertising and commercial interests behind it,” said the CEO of DAK-Gesundheit, Andreas Storm. This makes it even more important for parents, schools and politicians to protect and support young people when dealing with commercial content.
Lifestyle and trend products in focus
According to the study, the purchase focus is primarily on lifestyle and trend products. Clothing, shoes and accessories are particularly in demand (66.9 percent), followed by electronic products (43.6 percent), media and entertainment offerings (31.2 percent) and beauty and care products (29.7 percent).
For the representative sample, the opinion research institute Forsa reportedly surveyed a total of 1,005 children and young people and one parent each between September 24th and October 12th, 2025.