Young teens have significant influence over household spending. According to research from SuperAwesome, 13-15-year-olds have emerged as “a distinct and influential audience” that drives more than $61 billion in annual spending globally. Because they have more free time, they spend that time gaming and consuming social and video content. They’re also “platform-agnostic” and are always looking for new social channels to explore compared to their older counterparts (who are still loyal to TikTok and Snapchat). To be able to reach this group of young consumers, brands need to blend “respect for their digital privacy with an ethical stance on issues.” (Kidscreen)
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