Why Read This
Young consumers are now connected to media almost at all times — which would rationally lead you to think that the more places they are connected, the more ways there are (and the easier it is) to interact with them. This is where market researchers need to step in and push their companies to dig deeper than just measuring the time spent on a media channel. They need to truly understand these consumers' core motivations for using it. It comes as no surprise that almost half of 12- to 17-year-olds are online multiple times a day, the most of any age bracket. But while they're spending more of their time online, only 6% want to be friends with a brand on Facebook — half the number of 18- to 24-year-olds who do. For market researchers, this means that they're going to need a much better understanding of what young consumers are sharing on these networks — and who they engage with — in order to uncover more influential opportunities for their brands to connect with them.