Study details "Youth-fluentials"
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A new survey/study points to the powerful influence a segment of youth aged 10 to 18-dubbed "Youth-fluentials"-has on the products and brands their families and friends purchase. The study, conducted by Burson-Marsteller in partnership with Penn, Schoen and Berland, uncovered the influence of youth-driven word-of-mouth on purchasing decisions amongst their peers and parents.
While it's not surprising that nearly 100% of Youth-fluentials believe they influence their friends' decisions about clothes and music, more than 80% hold sway over their parents' decisions regarding key product areas as far ranging as electronics and food. 89% of Youth-fluentials say their friends influence their day-to-day decisions as compared to only 61% of youth overall. 86% say that their parents influence their day-to-day life decisions. Some 75% spend their own money on magazines, DVDs, clothes and shoes as well as pricier items such as cell phones, electronics and concert tickets.
Youth-fluentials cite affordability as critical when shopping for lower cost items such as beverages (97%) and fast food (90%). 88% are more likely to pay attention to a brand or product if sent a coupon.
73% spend time hanging out with their friends while only 58% spend time interacting on sites such as MySpace and Facebook. The total sample of youths is even more indicative of this; 81% of all kids are spending time with friends while only 39% spend time on MySpace or Facebook Web sites. Magazines (76%), TV (71%) and radio (70%) remain the primary source for information and entertainment for this age group. Importantly, this audience will engage with all these media in a single day and often simultaneously.
Youth-fluentials are much more likely to respond positively to a brand when that brand is showcased through community events (82%). Such events are more motivating than magazine (79%), television (77%), newspaper (71%) or online advertising (65%).
While it's not surprising that nearly 100% of Youth-fluentials believe they influence their friends' decisions about clothes and music, more than 80% hold sway over their parents' decisions regarding key product areas as far ranging as electronics and food. 89% of Youth-fluentials say their friends influence their day-to-day decisions as compared to only 61% of youth overall. 86% say that their parents influence their day-to-day life decisions. Some 75% spend their own money on magazines, DVDs, clothes and shoes as well as pricier items such as cell phones, electronics and concert tickets.
Youth-fluentials cite affordability as critical when shopping for lower cost items such as beverages (97%) and fast food (90%). 88% are more likely to pay attention to a brand or product if sent a coupon.
73% spend time hanging out with their friends while only 58% spend time interacting on sites such as MySpace and Facebook. The total sample of youths is even more indicative of this; 81% of all kids are spending time with friends while only 39% spend time on MySpace or Facebook Web sites. Magazines (76%), TV (71%) and radio (70%) remain the primary source for information and entertainment for this age group. Importantly, this audience will engage with all these media in a single day and often simultaneously.
Youth-fluentials are much more likely to respond positively to a brand when that brand is showcased through community events (82%). Such events are more motivating than magazine (79%), television (77%), newspaper (71%) or online advertising (65%).
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