New study from Burson on a niche group of 10-18 year old super-influencers who not only influence peers but also parents too.

"While it’s not surprising that nearly 100 percent of the 10 to 18 year-old Youth-fluentials believe they influence their friends’ decisions about clothes and music, more than 80 percent hold sway over their parents’ decisions regarding key product areas as far ranging as electronics and food".

What surprises me (in light of other US centric research) is the figs for time spent on social networks like Facebook and MySpace etc (58%). Compare this figure to the findings of this study and the results are somewhat confusing (study suggests 70% of Americans - 15-34 interact in these spaces). So this uber-influencer set actually spend less time networking online than the average American? I know the demographic is slightly different and offline also plays a big part but still seems weird.

See more here.