Young teens ages 13 to 15 have emerged as a distinct and influential audience that drives more than US$61 billion in annual spending worldwide, according to new research from Epic Games-owned SuperAwesome. To reach this significant demo, brands need to take on a new approach by blending respect for their digital privacy with an ethical stance on issues, SuperAwesome has found.
Old enough to form their own opinions but still young enough to rely on their parents for cash, early teens stand out from their more mature peers in a few key ways. Unlike older teens (16 to 19) who are beginning to focus more on their own financial decisions, young teens have a high degree of influence on how families spend money. They’re also more likely than older teens to list gaming as a hobby, and there are more self-identifying girl gamers in this age bracket than any other.
This age cohort also has more free time on their hands, and they spend that time gaming and consuming social and video content. Young teens are also more platform-agnostic and looking for new social channels to explore compared to their older cohorts (who are loyal to TikTok and Snapchat).