NEW YORK: American youths aged ten to 18 exert significant influence over the purchasing power of their peers and their parents, according to a new survey by Burson-Marsteller and Penn, Schoen and Berland.
Almost 100% of the group surveyed-dubbed "youth-fluentials"- say they influence their friends' purchasing decision, and over 80% say they can impact their parents' buying choices in a wide array of categories.
The youth also report being influenced by both friends and parents: 89% say they are influenced by their friends, and 86% say their purchasing is influenced by their parents.
Three quarters of the group says they spend their own money on common purchases like clothes, media items, and electronics. And a full 100% of those surveyed named affordability as the most important factor when it comes to choosing which clothes and electronics to buy.
The study also found that offline influence continues to be more important than that which occurs online. While 73% of the group reported that they hang out with friends, only 58% said they interact through social networking sites like MySpace. Magazines are the primary source of media consumption for the demographic, with 76% of respondents reporting their use.