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BizReport : Social Marketing : June 27, 2007

Nearly all U.S. youths on social networking sites

You really can’t overlook social networking sites when looking to target the teen and tweens market.

by Helen Leggatt

alloy%20media%20logo.gifNew results from a study by Alloy Media & Marketing found that a massive 96 percent of U.S. teens and tweens go online to participate in a social network at least once a week.

Not surprisingly, the majority of teens and tweens are checking out technology and entertainment online. Personal-care products were particularly of interest to the girls, found the survey.

To advertise successfully to this young generation requires a lack of intrusion, and element of reward and meeting them “on their own terms”, according to the report. "They're saying, 'Enhance or facilitate my social-networking experience. Offer me utilities to enhance my production process or tools to help me better express or engage myself," said Samantha Smey, executive VP of strategic marketing at Alloy Media & Marketing.

Youngsters are now spending nearly as much time online as they are watching television, found the report, and many multitask. However, they’re four times more likely to be concentrating on what they’re doing online than on what’s happening on the television.

Tags: social networking, teens, tweens

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