Peer pressure has little influence on the purchase decisions of young consumers in the UK. In a study conducted in late 2013 by UM London in partnership with The Student Room, friends had a significantly small influence on the buying decisions of UK students (those ages 15 to 21). Instead, price was the biggest purchase driver by far, cited by nearly half of respondents. This is likely due to younger consumers’ limited income compared with older generations. Read the rest at eMarketer.