Teens cool on Facebook, leaving marketers in hot water

04/11/2013 | Bloomberg Businessweek

Teens are cooling on Facebook and YouTube, research shows, creating headaches for brands that had hoped to use the social sites as a way of gaining access to teen consumers. The teen consumer market is worth about $819 billion, so marketers are scrambling to figure out where young shoppers are heading instead. "For the so-called youth brands, increasing their presence on the cool and relevant social channels of tomorrow ... is becoming an increasingly vital part of a digital marketing strategy," writes Bernhard Warner.

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