April 2, 2009

Talk To Youth The Way They Talk To Each Other

by Josh Bernoff

with Cynthia N. Pflaum, Shar VanBoskirk, Emily Bowen

Executive Summary (This is a document excerpt)

Young consumers' close social connections allow them to influence each other's purchase decisions. Seventy percent of youth tell friends about products that interest them, nearly twice the percentage of older consumers. Not only do these consumers love to share, but they also surround themselves with social applications — making them a valuable audience for marketers to target. How should you approach them? Use real-time communication that allows for immediate response. To take advantage of young adults' chatty behavior, marketers must provide them with content to talk about and make it easy for them to pass it on.

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