The Morning Consult publishes a complete overview of the influence of the youngest. The study focuses on 2,000 young Americans aged 13 to 38 and is interested in the real levers of influence that affect them. A very interesting study of which here are the key points.
The study focuses mainly on two age classes that are biased but still allow us to understand behaviors according to age. “Gen Z” represents the youngest age group in the 13/38 age group and the “Millenials” is the oldest age group.
72% of 13-38 year olds follow influencers
Men prefer gaming, and women beauty
Importance of authenticity
YouTube and Instagram: influence’s spaces
13-16 year-olds are as likely to use TikTok as Facebook and Twitter
Being knowledgeable and relatable makes influencers more effective salespeople
Sharing about travel and on oneself
Users ready to become influencers
For Gen Z, YouTubers are as well-known and well-liked as major celebrities