In the light of recent research from Ofcom showing that 49% of 8 - 17 years are using social media sites in the UK this comment from an interview with Shel Israel is worth companies pausing to consider for marketing and HR...

Question: What is the biggest finding from the many interviews you’ve done on the SAP Global Survey, what’s the one trend you’re finding?

"That’s easy. in every country, youth is driving social media adoption. That means that when the Club Penguin generation comes into the marketplace, most traditional marketing simply won’t work. So companies really need to start understand what SM tools work for them."

Note: Club Penguin is now owned by Disney.