One of the most significant elements taken from the report, is the changed mindset of this young generation in favor of “convenience” and “control” over what they want to watch, when they want to watch it. This greatly opposes more traditional ways of consuming content such as a time slot given to catch your favorite TV show and being bombarded with commercials between broken up periods of content. The immediacy of now is strongly considered the preferred choice for teenagers who don’t wish to wait to consume such media.
This media now behavior pattern has led to a conditioned habit of jumping on a desktop or smart phone and getting immediate satisfaction. The process of consuming media in this fashion has developed a second nature for teenagers growing up digital.
Interactivity plays a significant role in the feeling teenagers receive. When coming across a video on Facebook or YouTube for example, it can be shared with friends or even watched together simultaneously with friends in separate locations. This leads to social relevancy surrounding the media in real-time.
The sharing factor is essential to today’s youth and carries over to the rise of content creator and influencers.
When an influencer actually responds to an email, blog post comment or a social media message, a level of engagement between the influencer and the follower gets established. There is a new-found level of trust built between the authenticity of an influencer with their audience because of a more intimate communication that gets made, raising the brand equity of the influencer in the eyes of the follower, such as a teenager, who develops loyalty.
The result of such connections have in recent years paved the way for new marketing initiatives to occur with big brands wishing to get in front of such communication exchanges.
Online influencers have a tendency to not only express themselves through digital media but also connect with their fans regularly and this is what has led young adults to relate to the influencer as an actual friend they can identify with.
The impact of digital influencer communities built through blogging and social media have greatly affected teen culture and what they deem as trustworthy, worthwhile content they may wish to stay true to.