According to a new survey of 10,000 identified “influencers” on myYearbook.com, the most hyper-connected oversharing teens online, are in fact, the cool kids offline.
They go to more parties, have friends over more often, know about the latest music and digest virtual heaps of media.
Studies like these dispel the notion that the average young power-user lives online because they have no life otherwise. This is gold to marketers who count on their campaigns (especially video) to generate the elusive offline word-of-mouth, and in turn, actual purchasing decisions.
The survey conducted by the Ketchum Global Research Network found the group to be multi-tasking, multi-platform using nodes of influence with 91% having 500 friends or more, 97% spending two hours a day on socnets, and 95% updating their status once per day. Instant messaging and status updates are the most preferred methods of sharing, with older teens leaning slightly towards photo sharing.
Heavy users are more likely to talk about products, with 87% doing so as opposed to 50% of teens in general. Not surprisingly, teens trust their friend vastly over adults, and a majority of younger teens are annoyed when a parent attempts to friend them.
The survey is being touted as one of the biggest teen studies conducted, with over 500,000 individual answers to questions collected. While we’re all obsessing about Facebook’s privacy woes, myYearbook quietly logs a million updates a day and a billion pageviews a month among its very desirable demographic of members.
Other findings from the survey:
Only 16 percent surveyed report using a location based applications such as Foursquare or Gowalla.
Eighty-eight percent are texting and 79 percent are online while watching television, versus 74 percent texting and 66 percent online among average teens.
Half of teen influencers spend three or more hours online while only a quarter spend the same amount of time watching television.
Influencers are 41 percent more likely than average teens to be interested in celebrity news
Kids are fine with brand interaction. Funny or shocking content resonates most and is the most shared.