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Those Kids Are Older Than You Think

Those Kids Are Older Than You Think

If I had a dollar for every time someone sniffed dismissively at a digital platform – newer ones like Snapchat and Kik, as well as familiar faces like YouTube – as being something ‘for kids’, well, I’d have an awful lot of dollars. There’s a widespread tendency to minimize the impact and potential of a platform if its earliest adopters aren’t old enough to vote. Here’s two reasons what that’s bad thinking that could be limiting your marketing effectiveness:

  1. Teenagers have significant purchasing power. Whether or not kids are making purchases themselves, they’re certainly influencing the course of several industries, including beverages – think Red Bull and other energy drinks, which are consumed almost exclusively by young adults – and women’s apparel, where teen demand for plus size clothing has more than doubled.
  2. Those ‘kids’ are older than you think. The graphic below is informative, but also misleading. The youngest group measured – 16 to 24 – actually spans several developmental stages: you have high school students, college kids and young professionals all grouped together. The life experiences and priorities of these people may vary widely, yet they’re united by their choice of social media tools. If your target market skews to the older end of this demographic, it can be well worth establishing a presence on the platform: even if people who see your content aren’t your customers yet, there’s better than good odds they will be in the future – early brand exposure has been found to be key in developing brand loyalty.

teenage shopping influence chart

[Tweet “Young smart phone users are often among the first to populate a new digitial space.”]

What we know about digital platform adoption is this: young people, especially those who have lived their entire lives with a smartphone available to them, are often among the first to populate a new digital space. Eventually adults follow; protective parents and foreword-thinking marketers are generally the first on scene. Some platforms will reach a tipping point where mainstream brands and the 24+ set use it; at that point, younger users, who have an interest in expressing themselves without being observed by parents and other interested parties, move on to a new site.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office