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1221478-forrester

1221478-forrester

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Making Leaders Successul Every Day
March 1, 2011
Uderstadig The ItricateDigita Behaiors O YougCosumers
by Jacqueie Adersoor Market Research Proessioas
 
© 2011 Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRankings, and Total Economic Impact are trademarks o Forrester Research, Inc. All other trademarks are the property o their respective owners. Reproduction or sharing o thiscontent in any orm without prior written permission is strictly prohibited. To purchase reprints o this document, please email clientsupport@orrester.com. For additional reproduction and usage inormation, see Forrester’s Citation Policy located at www.orrester.com. Inormation isbased on best available resources. Opinions refect judgment at the time and are subject to change.
For Market Research Proessioas
ExECUTIvE SUMMARY
Young consumers are now connected to media almost at all times — which would rationally lead you tothink that the more places they are connected, the more ways there are (and the easier it is) to interactwith them. Tis is where market researchers need to step in and push their companies to dig deeperthan just measuring the time spent on a media channel. Tey need to truly understand these consumers’core motivations or using it. It comes as no surprise that almost hal o 12- to 17-year-olds are onlinemultiple times a day, the most o any age bracket. But while they’re spending more o their time online,only 6% want to be riends with a brand on Facebook — hal the number o 18- to 24-year-olds whodo. For market researchers, this means that they’re going to need a much better understanding o whatyoung consumers are sharing on these networks — and who they engage with — in order to uncovermore inuential opportunities or their brands to connect with them.
 TABlE OF COnTEnTS
Looi Ol A Oli Acii Daa Ca BMisladi
Youg Cosumers Hae Grow UpAccustomed To Beig Coected At A TimesHigh Oie Actiity Does not Trasate ToHigh Iteractio With Brads
WHAT IT MEAnS
Ucori Bhaiors Will Hl Fid MorIfuial OoruiisSulmal Marial
nOTES & RESOURCES
We used data rom the north America Techographics® Youth Oie Surey, Q3 2010(US) i the creatio o this report.
Rlad Rsarch Docums
March 1, 2011
Uderstadig The Itricate Digita Behaiors O Youg Cosumers
A
Empowered 
Report: How To Reach Youg Cosumers
b Jacquli Adrso
with Reieke Reitsma ad Erica Sorese
2810
 
©2011, Forrester Research, Ic. Reproductio ProhibitedMarch 1, 2011
Uderstadig The Itricate Digita Behaiors O Youg Cosumers 
For Market Research Proessioas
2
LOOkIng OnLy At OnLIne ACtIvIty DAtA CAn Be MISLeADIng
Its common knowledge that young consumers set the bar when it comes to online activities, butexamining the adoption o online activities among young consumers alone leaves a gaping holein truly understanding this unique and valuable target market. Market researchers have theresponsibility to present internal stakeholders with a complete view o these consumers to help themcontinuously adjust how their brands should be interacting with them.
you Cosumrs Ha grow U Accusomd to Bi Cocd A All tims
While Younger Boomers still can remember the introduction o the mobile phone, 12- to 17-year-olds will never know what it means to be unreachable. Constant access to the Internet at home,school, or on their mobile results in very specic behaviors and attitudes among members o thistarget population. Looking at the data rom Forrester’s North American echnographics® YouthOnline Survey, Q3 2010 (US), it is easy to see that this segment is highly involved in online activities.We see that 12- to 17-year-olds are:
·
Used to having the Internet on all the time.
Consumers ages 12 to 17 live on the Internet.While 32% go on the Internet about once a day, almost hal go online several times a day — up7% rom just last year (see Figure 1). Tey’re going online at school, at home, and in the library,and when they’re not at a location with a computer, they’re on their mobile phones. Almost hal o young consumers have access to the Internet on their phones, and about one-third o thosewith Internet access browse the Internet daily. Services like ChaCha, an SMS-based service thatanswers questions, ound a strong niche trying to make up or the “unortunate” other hal whodo not have Internet access on their phones but still want access to inormation at any time.
1
·
Active on social sites but less likely to create content.
Only 32% o 12- to 17-year-olds areCreators — a large drop rom the 50% o 18- to 24-year-olds who are classied as part o thisgroup.
2
Tese younger consumers, on the other hand, are more likely than any age group tobe Conversationalists (67%). Tis means that while they are not heavy bloggers, they do shareupdates on sites such as Facebook and witter very regularly. Why are they less likely to blog,create videos, or upload writing? First, they still live in a very small world where they meetmost o their contacts regularly in real-lie — their updates serve another purpose. Second,these media are not conducive to the compulsive nature o young consumers who just wantto share inormation quickly. Te short-orm o the updates allows users to stay connectedmore requently, without having to put in the thoughts, opinions, or commitment required o alengthy blog post.

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