A survey conducted by MyYearbook estimates about 80% of US teen Internet users visit social networking sites at least monthly, but it may seem difficult for marketers to reach them there when they’ve signed on mainly to chat with their friends and post personal updates.
The most influential users there care a lot about what their friends say, and are down on marketers. Just 5% trusted what they heard from ads most, and another 5% trusted information from companies.
Reaching teen influencers will mean taking advantage of earned-media opportunities and word-of-mouth that comes from highly trusted friends.
Influencers are more likely than other teens to recommend a variety of products to their friends.
The top 15% of teen social network users are 70% more likely to share purchase decision information with their friends.