Refuel Agency, a media and marketing agency with 35+ years reaching hard-to-reach audiences at scale, today announced its 2026 Youth, College & Young Adult Explorer, a redesigned edition of its proprietary research series.
The study separates the total 1,545 respondents into four life-stage segments — teens (15-17), young adults (18-24), adults (25+), and college versus non-college students — rather than treating “youth” as one group anchored on the college decision. The redesign followed a data point Refuel’s research team could not ignore: roughly 40% of the youth population does not attend college, so a study built only around the college decision was missing a substantial share of the audience.
“If four in ten young people aren’t taking the traditional college path, a study that only asks about college decisions is only describing six in ten of them,” said Liz Carmo, EVP Audience & Brand at Refuel Agency. “We wanted to track what happens after the teen years, whether that’s college, no college, or something in between.”
The study’s most consequential finding: the social-brand-discovery peak has shifted past the teen years. Young adults (not teens) lead brand discovery on TikTok (30% versus 28%) and Instagram (29% versus 23%). Adults now log nearly twice the weekly hours on social platforms that teens do: 40 versus 24, with college students at 40.
“Most brand media plans still treat the teen years as the social-media high-water mark. Our data says the opposite,” said Liz Carmo, EVP Audience & Brand at Refuel Agency. “Brands allocating youth budgets on a decade-old assumption are reaching the wrong audience at the wrong intensity.”
Reach and conversion diverge, too. Social ads lead attention (51%), followed by influencer content (50%), but each converts only 29% of those exposed. Tangible incentives beat passive reach: campus free-food promotions converted 62% of exposed college students, and coupons converted 67% of teens and 70% of young adults. Sampling prompted 60% to research or buy, including 42% who purchased.
The study surfaces a financial paradox: young adults have the lowest credit-card ownership (58% versus 75% for adults) and lowest average spend ($676 versus $982), yet report the highest average number of investments held of any segment — a generation bypassing credit for a different entry into the financial system.
Parental influence recedes fast after the teen years. Parents lead 73-83% of teen decisions on autos, phones, insurance, and finance, including 78% of teen auto purchases; by college, 58% of students decide their own auto purchases.
This research directly feeds Refuel’s proprietary audience AI models, sharpening how the agency targets, plans, and measures performance for youth and young adult campaigns.
Learn more about how Refuel’s research helps brands reach youth better than any other agency at Refuel Research & Intelligence.
