Yes. I went into a shop with a 12 year old son of a friend. about 80 headphones on display. He went straight to the beats and said he wants these. So I asked him one by one what he is looking for in headphones, sound quality, amount of bass, on ear, over ear, in ear, open/closed, etc. which kinds of music/genres he is listening to and so on => he had no clue and no opinion on anything. But it was the headphone the "cool" guys had. Simple peer pressure. Since most people I see with beats have their headphones in various strange positions around their neck or head but not on their ears, I guess it doesn't matter what the sound quality is, it's fashion.
(for most young people).
On the opposite a former female colleague of mine bought beats solo because "they are the best headphones you can buy, no?"
12 year olds are not a good example of anything except the fact that 12 year olds rarely make informed decisions. I'm 29 and had a pair of Mixrs that I thought were excellent, which I purchased DESPITE their reputation.