Coolhunting with Teen Social Networkers
[Posted by David Card]
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Two-thirds of online teens surveyed said they tell friends about
products — that's almost twice as many as adults — and more than 70% of
teens use social networks regularly.
So it's critical for marketers to
understand how to best use social networks to reach teens and to help
them spread the word. Forrester created a new audience analysis framework based on what teen social network users said were their motivations for using them. It turns out they use social nets for both communication and entertainment. (For teens, communication is entertainment.) Compared with adults, there are more entertainment-driven teen social networkers.
Tapping into those entertainment users,
who are also cross-category influencers, is key. Social networks can be
a hub for cross-media "cool" and a launch pad for modern integrated
Teen Social Networker Types
Forrester clients can check out the report here.