Culture Makers: How Teens Define Fandoms, Trends & Spend
Teens aren’t young adults; they’re a different audience entirely – and the brands treating them that way are losing relevance by the day.
In our latest study, we break down what 500M+ opt-in data signals from 1,900+ teen and young adult devices reveal about the world’s most undervalued growth audience.
‘Culture Makers’ shows how teens really live online, how they discover new brands, and how they’re authoring culture as it unfolds – long before it reaches anyone else.
Young Adults Are Building Lives. Teens Are Building Identities.
Young adults already know what works for them, while teens are still finding out. That difference shapes everything – how they discover, what earns their trust, and what motivates them to spend.
Find out how to be part of their discovery and not just the decision.
Content that wins with Teens reaches 4x as many Young Adults as Young Adult content reaches Teens. Culture doesn’t trickle down from Gen Z. It starts with teens.
Discovered on Social
74% of Teens buy things they’ve seen on social channels, but only 15% buy in the app. Discovery starts in the feed, and the purchase is made elsewhere.
Enter the “Boomer Search”
Young Adults are 7.7x more likely than Teens to search for explanations of cultural references. Teens know what’s going on, while Young Adults are trying to keep up.
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Discover how Teens define fandoms, trends, and spend, and how your brand can meet culture at its source.
