Which digital technologies best target young people?

Global - Friends influence each other as much as marketers do and friends are as important as brands, according to a global study undertaken by MTV and Nickelodeon, in association with Microsoft Digital Advertising Solutions to examine how kids and young people interact with digital technology.

The study enables the companies to better understand how their core audiences are engaged in new media technology as well as help advertisers and content companies to find the best marketing solutions to effectively target kids and youth in Asia Pacific.

"Traditional youth marketing considered opinion formers and influencers to be a small elite, but these days the elite has become much larger," Andrew Davidson, vice president for VBS International Insight and MTV Networks International said.

The study revealed that young people said a majority of website links (88%) they viewed and the viral video content they downloaded (55%) came from friends' recommendations. Audiences also wanted more control of what they watched and when they wanted it. This demographic also expect content to be on all platforms, mobile, computer and TV.

"In an age when young people influence each other as much as marketers do, friends are becoming as important as brands. Kids have much more power to influence each other. You need to be interesting enough for kids and young people to bother to talk about you. You need to be remarkable. If not, you won't be respected - that's what some brands get wrong," Davidson said.

 "Brands need to provide teens with content that they want to share. Their reward will be the loyalty of brand-savvy groups. Microsoft's online campaign for Sony is a great example of using content to build loyalty across a youth audience. By announcing new film releases using a Messenger tab Sony was able to provide content for teens that they then shared with peers across their networks, generating 8.4 million visits to the site," Caroline Vogt, head of international research for Microsoft Digital Advertising Solutions said.

The study also found that kids still love good advertising. While the ‘best ad they've seen recently' is still on TV, there is the opportunity for marketers to extend their digital advertising across the other technologies kids are engaged with, including IM and social networking sites, especially since 47% of youth IM each other about ‘what is on TV right now.'

"Far from being a background medium, TV is the only medium they use whilst not multitasking at all. Linear TV is the medium for introducing people to new things they weren't searching for in the first place," Davidson said.

The 14 to 24 year old demographic spend a considerable amount of time on IM for gossiping, making arrangements, talking about the opposite sex and flirting as well as for work or school.

"Given the amount of time young people are spending on instant messenger every day presents a very powerful opportunity for brands to connect with the youth audience. When on IM, teenagers are at their most engaged and interactive," Vogt said.

The study used both qualitative and quantitative methodology to interview 18,000 "tech embracing" kids between 8 to 14 and young people between 14 to 24 in China and 15 other countries.