• Ad Age, Tuesday, June 26, 2007 11 AM

Social networking penetration is at a whopping 96% among those 9-17, according to Alloy Media & Marketing. That figure refers to teens who connect to a social network at least once a week--they even use them to connect with their parents in many cases.

In fact, report author Samantha Skey encouraged parents to become engaged with and involved in social networking. "This generation of teens isn't embarrassed by" talking with their parents via networks; doing so would make them feel more "comfortable" about their teens using them.

If there were a theme to the responses of those youngsters interviewed, "it would be to meet teens and tweens on their terms," which mirrors a Business Week report that contends youngsters want something from marketers in return for their attention: freebies, downloads, access to exclusive content, but most of all, entertainment. Do not bore them--do not waste their time.

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