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Teens Deliver Brand WOM

Adweek, Thursday, September 23, 2010 12:25 AM

Teens produce a disproportionate amount of "word of mouth" about products and services. A recent report from Keller Fay Group backs up this phenomenon. Based on data collected during a one-year period (July 2009 through June 2010), the report says teens "engage in a significantly higher level of word of mouth about all categories than the total public."

For instance, 78% of 13-17-year-olds, vs. 57% of the general public, engaged in word of mouth about "media & entertainment" brands during that period; 67% of 13-17s, vs. 39% of the public in general, talked about "technology" products. There were also large gaps when it comes to products/services in areas such as "telecommunications" (63% of the 13-17s, 39% of the general public) and "retail & apparel" (59% vs. 38%).

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