The article is an attempt present in a  comprehensive way the most important dimensions of consumerism in a specific target group, which are children and youth. The first part takes into account the legal aspect and legal capacity, then the young consumer is presented with an attempt of definitions and a statistical approach. Young consumers are a large and important group of market participants. Therefore more entrepreneurs address specific marketing activities to them. Afterwards, the author tries to characterize young consumers in cyberspace. It is currently an important consumer trend, as shops and online auctions are the second preferred place to purchase products or services by young people.