For teens, it’s cool to be connected—and connected a lot.
by Dina Gerdeman Contributing Writer CMO.com
A study released in March by Wikia and Ipsos MediaCT found that 100 percent of teenagers say they are online for at least an hour per day and nearly half—46 percent—said they are connected to the Web a whopping 10 or more hours per day.
Marketers may want to keep their fingers on the pulse of where teens are choosing to spend those 10 hours a day online because the technology wave young people are riding today could soon become the stuff of everyday life for the rest of us. Plus, the teenage market itself is huge; in the U.S. alone, consumers ages 12 to 17 spent more than $200 billion on products in 2011, according to the consulting firm Packaged Facts.
“It’s important for marketers to understand what’s happening with this group because these are the future consumers,” said Joe Kessler, president of the Intelligence Group, in an interview with CMO.com. “The trends that emerge from what the youngest consumers are doing tend to spread to the broader population. We’ve got 10-year-olds and 15-year-olds who are the CTOs of their families. They are the influencers helping to educate their parents and grandparents about the use of social media, mobile devices, and other technology.”
So how are teens accessing the Internet and where are they hanging out online for those 10-plus hours a day?
- The trends that emerge from what the youngest consumers are doing tend to spread to the broader population.
- For teens, bolting to a new place is a very easy thing to do.
- Marketers should consider the bigger picture of how teens spend time online since those habits could reveal future trends.