The emergence of the 13-16 market: the world’s most powerful household influencers
Insights and guidance to reach this distinctive audience.
Selected Findings
Young Teens are the ultimate household influencers
Old enough to cultivate their own opinions and spending power, but young enough to be reliant on parental budgets, the 13-16 audience has quietly become the most influential household audience in the world.
Digital privacy laws are evolving beyond compliance
Digital privacy used to be an abstract concept; now it’s a regular topic of conversation. Socially-motivated and aware Young Teens are driving this conversation.
Reaching Young Teens requires a different approach
Many brands default to an aspirational marketing model, believing that if they target 16-24s, Young Teens will follow. But Young Teens are a distinct cohort with their own preferences and behaviours, and if you alienate them with inauthentic messaging, you’ll lose their loyalty forever.