Young Americans Dramatically Influence Parents, Peers
Nearly 100% of influencers aged 10 to 18 claim they sway their friends' decisions about clothes and music, according to a survey released in June by WOMMA member company Burson-Marsteller. More than 80% of these "Youth-fluentials" say they influence their parents' purchase decisions, especially about key product areas such as electronics and food. Aside from their influencing abilities, this group is also highly susceptible to influence; 89% say their friends influence their day-to-day decisions compared to just 61% of youth outside the influencer category.
Other findings:
* 73% of youth-fluentials spend time hanging out with their friends.
* 58% of youth-fluentials spend time interacting on social networking sites.
* 81% of all youth spend time with friends.
* 39% of all youth spend time on social networking websites.
