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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.

Learn more (PRWeek)
Learn more (Press Release)


Posted by WOMMA Editor on July 12, 2007 9:00 AM

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