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Teens Swayed Most By Friends, Not Marketers
Connected kids don't necessarily love technology, but they do love the way it facilitates their communications with friends, according to the "Circuits of Cool/Digital Playground" study, which was released by MTV and Nickelodeon in August. According to the study, which reached 18,000 16- to 24-year-olds in 16 countries, 83% of "tech embracing" youth visit a majority of websites because of links sent from friends. Similarly, 55% of viral video views were the result of a recommendation.
Other findings:
* The average tech embracing youth has 94 phone numbers in his or her mobile phone, has 78 people on an instant messenger buddy list, and has 86 people in his or her social community.
* In general, teens use technology to enhance -- rather than to replace -- their face-to-face contact with peers.
* The average 14 - to 24-year-old has 53 friends (both online and face-to-face) and they communicate often.
* Many of the youth surveyed claim that technology allows them to talk about more intimate subjects that they can discuss face-to-face.
* 53% of the youth surveyed say technology helps them get to know friends better, and 40% say technology makes it easier to make new friends.
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