In a recent report, Forrester shares some interesting statistics on US teens that further enhance our findings from Window on Teens (http://www.windowonteens.com/), helping us take a step back and review some of the common assumptions we tend to make on teen’s online behavior.
As we point out on our Window on Teens reports, for teens there is no on-line/off-line distinction, they only live one life. We like to think of online being almost like oxygen, a vital component, yet used subconsciously.
Yes, they are online 24/7, with 76% being avid spectators, agreeing that they read blogs, listen to podcast, search forums, consumer reviews and etc. But before you start to think about the implications, stop for a second... Just because online is embedded in their life effortlessly, doesn’t mean that is the right method of communication or self-expression for all teens. In fact, for most teens the Internet is not a place to have a two-way conversation with the world, as only 32% of US teens agree that they are active critics and creators of content online. Even further, the Internet is not an especially fruitful place to start a relationship with brands. Get this: only 6% would want to be friends with a brand on Facebook! Only 26% said they trusted company profiles on Social Networking sites…
Just because they are online natives, doesn't mean that trust barriers are eliminated. Much to the opposite, teens are actually very skeptical of the information they find online. Like adults they understand the power of social networking to have their consumer voices heard, but think they should be doing the talking as brands listen…
1. Brands, don’t assume that all teens are dying to create online content for your brand.
2. Like offline, online relationships have to be meaningful and two-sided. If all you have to offer is a Facebook fan page or a self-promoting app, it won’t work out.
**Data from ‘Understanding The Intricate Digital Behaviors Of Young Consumers’
by Jacqueline Anderson, published on March 1, 2011