Hello again rservice-ga,
This was the most challenging of your questions about current media
trends. Getting a handle on how to reach the "hyper-connected kids" is
difficult. There isn?t even consensus about what to call them ? genY,
digital natives and M (mobile) generation are just a few of the labels
that have been applied.
Fortunately, I?ve been able to find some fairly recent reports about
the media habits of this generation. I suggest that you start with
these. The Kaiser Family Foundate report on Generation M: Media in the
Lives of 8-18 Year-olds is filled with statistics that will help you
get oriented. The Pew Internet & American Life Project reports are
also excellent for general background information.
These two reports provide some amazing statistics. It seems that your
hyper-connected kids watch 3 hours of TV per day and spend 6 1/2 hours
on various media. They multi-task in their media use and consumption
and like their media mobile ? anytime, anywhere. They?re an enormous
and attractive audience for all media modes, including TV and radio
broadcasters.
I was amazed in doing the research that how they can be reached and
what they should be exposed to is subject to tremendous controversy.
The case studies I?ve collected reflect the conflicts and confusion in
marketing to teens.
As you can imagine, there are lots of resources available from a
variety of sources trying to understand, interpret or simply reach
this audience. I?ve included the general resources to help you
continue your explorations.
I hope that the information I?ve found will be useful and that you?ll
be able to put together a fantastic presentation.
Wishing you great success.
~ czh ~
=========================================
TEEN AUDIENCE STATISTICS AND DEMOGRAPHICS
=========================================
http://www.kff.org/entmedia/upload/Executive-Summary-Generation-M-Media-in-the-Lives-of-8-18-Year-olds.pdf
Kaiser Family Foundation
Executive Summary: Generation M: Media in the Lives of 8-18 Year-olds (41 pages)
http://www.kff.org/entmedia/7251.cfm
-------------------------------------------------
http://www.kff.org/entmedia/entmedia030905pkg.cfm
Generation M: Media in the Lives of 8-18 Year-olds, March 2005
A national Kaiser Family Foundation survey found children and teens
are spending an increasing amount of time using ?new media? like
computers, the Internet and video games, without cutting back on the
time they spend with ?old? media like TV, print and music. Instead,
because of the amount of time they spend using more than one medium at
a time (for example, going online while watching TV), they?re managing
to pack increasing amounts of media content into the same amount of
time each day.
-------------------------------------------------
http://www.cbsnews.com/stories/2005/03/09/tech/main678999.shtml
Kids Today: Media Multitaskers
More Electronics Available In Bedrooms; And Used Simultaneously
WASHINGTON, March 9, 2005
-------------------------------------------------
http://www.pewinternet.org/
Pew Internet & American Life Project
-----
http://www.pewinternet.org/ppt/Teens%20and%20technology.pdf
Teens and technology
3/23/2006 | Presentation | Lee Rainie
Presented to Public Library Association
This is a discussion of the eight realities of technology and social
experience that are shaping the world of today's teens and
twenty-somethings. It looks at the growing role of technology in
teens' lives, the way they use their gadgets, their expectations about
how to find and use information, and the social consequences of their
use of technology.
-----
http://www.pewinternet.org/ppt/2006%20-%205.9.06%20SOCAP.pdf
The New Media Ecology: How the Internet is Changing Consumer Behavior
and Expectations
5/9/2006 | Presentation | Lee Rainie
Presented to The Society of Consumer Affairs Professionals in Business
Lee Rainie describes the changes introduced into the consumer world by
the internet, the cell phone, and other technology devices. And he
covers some of the major implications of those changes for
organizations and businesses that deal with consumers.
-----
http://www.pewinternet.org/presentation_archive.asp
The Presentations portion of the Pew Internet & American Life Project
website is a repository for selected slides, presentations, articles
and speeches presented by staff members at the Pew Internet & American
Life Project. This section also contains Comments by members of the
Pew Internet Project staff that expand upon ideas expressed in
published reports, or comment upon emerging phenomena or current
events. Latest Trends leads to charts and tables containing the
Project?s latest data findings.
=======================
TEEN GIRLS AND ALCOPOPS
=======================
http://www.cspinet.org/booze/liquor_branded_summary.htm
Teen Television Viewing After 9 PM
This summary highlights the major findings of a census-balanced,
nationally representative telephone study conducted in mid-May 2002
among 750 American teens 12- to 18-years-old. The CSPI Teen
Television Viewing Study was conducted by Global Strategy Group.[1]
The margin of error for the study is +/- 3.5%.
The major conclusions of the study include:
1) t teens (an estimated 22 million in the United States) watch
television after 9 p.m. on school nights during the week. Nearly 17
million of those youths who watch TV after 9 p.m. lack adult
supervision at least some of the time.
2) Teens say they don't pay much attention to commercials, but their
high un-aided product and brand recall -- including for alcoholic
beverages -- indicates that advertisers saturate this audience with
commercial messages.
3) Teens report high awareness of ads for the new liquor-branded
"alcopops," which most youths think are liquor, not beer or malt-based
beverages.
-------------------------------------------------
http://www.commercialexploitation.org/news/alcopops.htm
Alcopops - Cute, Boozy and Pitched to Teenage Girls
4/25/06
The American Medical Association and the International Institute for
Alcohol Awareness are among groups expressing concern about the
marketing and underage consumption - especially by girls - of the
drinks.
Many teenage girls mistakenly believe alcopops contain less alcohol
than beer, and they are drinking the fruity drinks twice as often as
boys are, according to the medical association.
An association study of drinking habits found one-third of girls older
than 12 have tried alcopops (and one-fifth either threw up or passed
out after drinking them).
Alcopops often serve as ?gateway? beverages to hard liquors, according
to the AMA. And that, apparently, was the idea behind alcopops in the
first place.
More than half of all teens said they have seen alcopops ads,
according to the medical association. The group?s survey also found
more than 60 percent of teenage girls who said they have seen
television, print or in-store ads, have tried alcopops.
While some teenagers don?t recall where they saw or heard alcopops
ads, they usually do remember the social circumstances depicted in
them and what made the drinks seem appealing.
By a four-to-one margin, teenage girls who have seen TV, print or
in-store ads said they think alcopops are popular in their age group.
About 15 percent of teenage girls said they?ve heard alcopops ads on
the radio; only 9 percent of women 21 and older said they?ve heard the
ads.
-------------------------------------------------
http://www.commercialexploitation.org/news/alcoholadrestrictions.htm
CONSUMER GROUP CALLS FOR TIGHTER ALCOHOL AD STANDARDS
Wants Industry Cap of 70% Adult Makeup in Media Raised to 85%
July 06, 2005
-------------------------------------------------
http://www.commercialexploitation.org/news/articles/amaalcopops.htm
AMA Says Alcohol Industry Targets Teen Girls
American Medical Association, January 3, 2005
Teens See More Alcopop Ads
The American Medical Association (AMA) released the results of two
nationwide polls today that reveal the extent of underage consumption
and marketing exposure to "alcopops" or so-called "girlie drinks." The
AMA expressed concern that hard-liquor brands are using these
sweet-flavored malt beverages as "gateway" beverages to attract
less-experienced drinkers.
Girls Attracted to Alcopops
· Nearly half of all girls aged 16-18 report seeing alcopops ads on
TV, compared to only 34 percent of women 21 or older.
· Teen girls report seeing or hearing more alcopops ads on TV, radio,
billboards, the Internet and in magazines more than women 21 or older
-------------------------------------------------
http://www.commercialexploitation.org/news/alcoholmarketing.htm
Alcohol Marketing
-------------------------------------------------
http://www.marininstitute.org/about_us/coverage_021506.htm
February 15, 2006
Legislation, lawsuit aim to curb teen consumption of 'alcopop' drinks
-------------------------------------------------
http://faceproject.org/FreshStory/Stories/May06/FreshStory-Story-1.html
As Young Women Drink More, Alcohol Sales, Concerns Increase
Young women are drinking more these days, not just in the United
States, but also in Great Britain, Western Europe and across the
industrial world, according to a report in The Wall Street Journal.
Anheuser-Busch Cos., the U.S.?s biggest beer maker, next month plans
to roll out Peels, a line of fizzy, alcoholic fruit drinks in such
flavors as strawberry with passion fruit and cranberry with peach. The
St. Louis company recently invited editors at some of the nation?s top
women?s magazines for free manicures and facials at a Manhattan spa,
where they sampled the drinks.
The products are backed by a barrage of ads aimed at women. In the
past two years, Diageo PLC, Pernod-Ricard SA and Mark Anthony Group,
the maker of Mike?s Hard Lemonade, all have run commercials on the top
U.S. cable programs among 18- to 24-year-old women, according to
Nielsen Monitor-Plus. Heineken NV recently expanded its marketing plan
for Amstel Light to include ads in fashion magazines Glamour and
InStyle.
In Britain, 17% of women age 16 to 24 reported in a 1992 survey that
they had exceeded the weekly-recommended limit of alcohol consumption
during the previous week. By 2002, that figure had risen to 33%,
according to a government survey. In 2002, 28% of women said they had
consumed at least twice the recommended daily limit on at least one
day during the previous week, up from 24% in 1998.
In targeting women, alcohol firms are taking a page from tobacco
companies, which for years tried to draw new women smokers with
female-friendly ?smooth,? flavored, and mild-tasting cigarettes, and
ads conveying an aura of refinement and independence.
For the liquor industry, young people are a prime target. Many baby
boomers are laying off alcohol as they become more concerned with
their health. In the U.S., the industry now is anticipating the
arrival on the market of the so-called echo boom of 10- to
27-year-olds. In the next 10 years, about 40 million of them will
reach drinking age. As a result, beer, wine and spirits companies will
be vying for this new market.
=======================================================
PROCTER & GAMBLE ? TREMOR, BEINGGIRL, SECRET GIRL, ETC.
=======================================================
http://www.commercialalert.org/news/featured-in/2005/10/pg-buzz-marketing-unit-hit-with-complaint
October 18th, 2005
P&G ?Buzz Marketing? Unit Hit With Complaint
Is Procter & Gamble ? the world?s biggest packaged goods marketer ?
breaking the law by enlisting teens to coax friends to try
teen-tailored products?One consumer advocacy group thinks it is.
Commercial Alert on Tuesday filed a complaint with the Federal Trade
Commission that says P&G?s word-of-mouth marketing unit, Tremor,
targets teens with deceptive advertising.
If successful, the complaint would have broad impact on the ad
business. So-called buzz marketing is the industry?s hottest trend.
More than 85% of the nation?s top 1,000 marketers now use some form,
estimates Marian Salzman, trend-spotter at JWT Worldwide.
P&G?s 4-year-old Tremor division has a panel of 250,000 teens ages 13
to 19 who are asked to talk with friends about new products or
concepts P&G sends them. About 75% of members are female.
Tremor recently did a campaign for P&G?s Clairol Herbal Essences. The
purpose was to help teens feel more comfortable about coloring hair.
It sent some members cardboard booklets that let them push locks of
their own hair through a hole and compare it with what the hair would
look like in a new color.
-------------------------------------------------
http://www.aef.com/pdf/rab_being.pdf
Radio Rules with Female Teens
-------------------------------------------------
http://www.beinggirl.com/
Procter & Gamble?s BeingGirl
-------------------------------------------------
http://utopianhell.com/blog/fake-blog-fake-bloggers
Fake Blog, Fake Bloggers
The blog, ?Where The Secret Girls Get Real? is about the most
contrived piece of crap that I?ve ever seen? and to think, I almost
bought that body spray. Stupid, stupid, stupid, stupid? some gems from
the ?Secret Girls? (who, of course, aren?t real people, they are the
?characters? on the bottle, which are idealized silhouettes of
teenagers in various colors representing their scents).
I wonder what it?s like to have the job of pretending to be four
different ?characters? that are on the can of a scented body spray,
then pushing a variety of products, services, magazines and
?charities? that all carry some sort of advertising for the same
product.
-------------------------------------------------
http://www.sparklebodyspray.com/apple/room.jsp
Sparkle Body Spray
-------------------------------------------------
http://www.adrants.com/2005/05/p-g-launches-character-blog-purists.php#more
P & G Launches Character Blog, Purists Freak, Reality to Set In
-------------------------------------------------
http://www.findarticles.com/p/articles/mi_m4021/is_6_25/ai_105777530
Nouveau Niche
American Demographics, July 1, 2003
In many ways, teen girls are an ideal target group. Foremost for
marketers, they're spending machines, accounting for a healthy portion
of the $170 billion teens funnel into the economy. And though this
demographic is receptive to advertising in traditional places, teen
girls also seek out information through alternative media. About 68
percent of girls ages 12 to 15 say they go to TV Web sites to find out
more about a show's characters, according to The Taylor Group, a
Portsmouth, N.H., firm that researches the youth market. Almost
two-thirds (64 percent) of the 12- to 15-year-olds play online games
related to TV shows, and slightly more than half (55 percent) check
out what's going to happen in upcoming episodes.
===============================================
CELL PHONE PROGRAMMING AND ADVERTISING TO TEENS
===============================================
http://www.mobitv.com/index.php
MobiTV, MobiRadio
MobiTV, Inc. is the first mobile television and digital radio service
provider for cellular, WiFi and broadband enabled devices worldwide.
The MobiTV® service is available in the US through Sprint, Cingular,
Alltel; in the United Kingdom through 3 and Orange UK; and to Canadian
customers through Bell Canada, Rogers and TELUS Mobility; and other
regional carriers around the world. The Emmy® Award winning service
has more than one million paying subscribers and offers many popular
TV channels from content providers such as MSNBC, ABC News Now, CNN,
Fox News, Fox Sports, ESPN 3GTV, NBC Mobile, CNBC, The Discovery
Channel, TLC, The Weather Channel, along with cartoons, music videos,
comedy and more. Founded in 1999, MobiTV is a privately-held company
headquartered in Emeryville, CA.
-------------------------------------------------
http://www.adreview.com/americandemographics/article?article_id=108555
Connected and Craving: Teens Hungry for Latest Cellphone Technology
Cellphone users age 13-17 are connected to their phones by ear, eye
and touch like no other age group. They are far more likely than other
demographic groups to use a broad range of cellphone data services,
and they will be first in line to try emerging offerings like
cellphone TV.
Getting a cellphone is a rite of passage for teens. Just 12% of kids
age 8-12 have a wireless phone, but that jumps to nearly half-49%-for
ages 13-15, according to a Harris Interactive youth survey last year.
By age 18-21, cellphone penetration (81%) is in line with the average
for all adults (80%).
Teens age 13-17 are three times as likely as the average cellphone
owner to use their phones to access shopping guides and content from
men's and women's magazines, according to M:Metrics. They use phone
features to get restaurant and movie info at more than twice the
national average.
-------------------------------------------------
http://www.ecandy.com/Content.aspx?ContentID=5643
Mobile Phone Advertising to Children Under Attack
Health, Education and Privacy Groups Gather to Request Action
The use of technology to market to children was a major subject of
discussion at the FTC/HHS conference and now an advocacy group is on
the record in opposition to one new form of marketing-cell phones.
According to a July 27, 2005 article in Advertising Age, the use of
mobile phones to advertise to children is on the rise. ?Cell Phone
Marketing to Children Attacked? discussed how Ralph Nader-led group
Commercial Alert is seeking legislation to limit this kind of
marketing. In the article, it was stated that ?? 30 health, education
and privacy groups joined to formally ask the U.S. Senate and House
Commerce Committees to take action to regulate the use of mobile
phones for marketing to children.? The article notes currently, young
people are among the most ardent of consumers that use mobile phones.
The NPD Group reports that 22 percent of 9-to-11 year-olds have mobile
phones. Some 55 percent of youth 13 to 17 have them, according to the
piece. Critics of cellular phone marketing argue that the use of
mobile phones to market to children is inappropriate. It is their hope
that Congress sees this as an unacceptable marketing tactic. Click
here if you want to read the full article.
-------------------------------------------------
http://www.adage.com/article.php?article_id=108342
A-B UNDER FIRE FOR CELLPHONE ADVERTISING
Watchdog Groups Claim Ads on MobiTV Target Underage Drinkers
April 06, 2006
CHICAGO (AdAge.com) -- Alcohol industry watchdog groups are accusing
Anheuser-Busch of marketing beer to underage drinkers after the brewer
announced a partnership to advertise on a major cellphone service.
A-B today said it is partnering with MobiTV in a deal that will allow
it to advertise to the mobile TV network's 1 million subscribers.
MobiTV provides TV programming from ESPN, Fox, ABC and MSNBC to U.S.
Sprint, Cingular and Alltel phone services.
"The 21-35 year-old beer drinker is increasingly tech-savvy, seeking
out the latest gadgets and technology, not just for fun, but in order
to stay informed," Mr. Murphy said in a statement.
But a spokesman for the Marin Institute, an alcohol industry watchdog,
accused the brewer of attempting to skew even younger. "Anheuser-Busch
profits heavily from underage drinking, so it's no surprise they're
advertising on the ultimate teen accessory," he said.
According to Advertising Age's American Demographics, 81% of 18 to 21
year olds have cellphones, as well as 68% of 16 to 17 year olds and
49% of 13 to 15 year olds; 13- to 17-year-old cellphone users were
also far more likely to use their phones to participate in TV or radio
polls, purchase ringtones, play games and send text messages than
other users.
===============================
MISCELLANEOUS TEEN MEDIA TRENDS
===============================
http://www.ecommercetimes.com/story/50497.html
Study Says Retailers Unhip to Young Shoppers
05/16/06 5:00 AM PT
"Just as teens bring along friends to the mall, they find ways to
incorporate their friends into online research," the report said.
"They use tools like 'e-mail a friend' links on retail sites, wish
lists, and IM when shopping to get purchasing help from friends."
-------------------------------------------------
http://www.adage.com/abstract.php?article_id=109227
TV Viewing Fourth Most-Popular Activity, Behind Web, Friends, Movies
May 15, 2006
NEW YORK (AdAge.com) -- For the week of the broadcast network upfront
presentations, Bolt Media hopes this stat delivers a bullet to TV:
Only one in four 12- to 34-year-olds can name all four major broadcast
networks: ABC, NBC, CBS and Fox.
Teens may not be able to name the big four, but they know MTV, Cartoon
Network and Comedy Central.
"There's a massive movement going on in people under 30 and how they
spend their media time," said Bolt President Lou Kerner, who once upon
a time was a cable analyst on Wall Street before leaving to run TV.com
and then Bolt. "Our audience spends lots of time on net, creating
their own media."
"Take your clips and put them out there on these different sites. Let
the kids take the codes and put them into their social media profiles
so they can show their friends and their friends can collect that as
well," he said. "That viral marketing is best possible thing they can
do to drive more people to the broadcast channel or their own dot-com
site."
-------------------------------------------------
http://www.sun-sentinel.com/news/custom/nextgeneration/broward/sfl-bhs02musicnov09,0,4340721.story
Internet and satellite radio offer teens different rhythm and beats
Posted November 9 2005
However, thanks to the magic of the Internet and satellite radio,
teens are beginning to discover music that fits their unique tastes,
going beyond what is played in rotation on the radio.
"I don't listen to the radio because I don't like the idea of having
someone else tell me what to listen to. In reality, that's pretty much
what the radio is -- you sit around and let other people pick music
for you," Romanelli said. "A lot of times you will end up hearing the
same song or the same artists two, maybe three times a day. There's
not really any chance to discover new music on the radio."
-------------------------------------------------
http://www.rand.org/pubs/research_briefs/RB9068/index1.html
Does Watching Sex on Television Influence Teens? Sexual Activity?
Two recent studies led by RAND Health behavioral scientist Rebecca
Collins examined the impact of TV sex on teenagers? sexual beliefs and
activities. The results supported the view that watching shows with
sexual content may influence teen sexual behavior, but also found that
some viewing effects can be positive.
-- Watching TV shows with sexual content apparently hastens the
initiation of teen sexual activity.
-- Sexual talk on TV has the same effect on teens as depictions of sex.
-- Shows with content about contraception and pregnancy can help to
educate teens about the risks and consequences of sex?and can also
foster beneficial dialogue between teens and parents.
-------------------------------------------------
http://www.timesonline.co.uk/article/0,,2101-2109569,00.html
The Sunday Times April 02, 2006
Television: Teenage mutant TV watchers
Is the youth-TV crowd, like, dumbing up, asks a bemused Stephen Armstrong
Yet something unpleasant is stirring in teen-TV land ? and, for once,
it?s the audience. They are reaching for the remote and looking for
something more interesting. While viewing figures have been falling
steadily since 2000, Ofcom shows that between December 2003 and
December 2005, 3% of 16- to 24-year-olds switched off their sets
altogether. It?s a small number, but significant when you consider the
default assumption is that everybody watches the box at least once a
week.
===============================================
TEEN MEDIA AND ADVERTISING -- GENERAL RESOURCES
===============================================
http://ypulse.com/
http://ypulse.com/archives/advertising/
Ypulse ? Daily news and commentary about Generation Y for media and
marketing professionals
Published by Anastasia Goodstein, Ypulse provides daily news &
commentary about Generation Y for media and marketing professionals.
Anastasia Goodstein (journalist) has worked with several leading
consumer online & television brands including Current TV, AOL, Oxygen
TV and Teen People. Read more.
-------------------------------------------------
http://www.marquette.edu/comm/directory/studentwork/Adstract.pdf
http://www.marquette.edu/comm/directory/studentwork/grow1/#
http://www.marquette.edu/comm/directory/studentwork/grow2/ADMAGFINAL.pdf
http://www.marquette.edu/comm/directory/studentwork/grow2/magazineproduction.pdf
ADrift magazine consists of the collective works of the students in
Marquette University's ADPR140 Advertising Principles course, taught
by Professor Jean Grow.
The articles cover a range of topics in advertising.
-------------------------------------------------
http://www.whatteenswant.com/whatteens/index.jsp
WHAT TEENS WANT - EAST focuses on marketing and selling to teenagers
using music, film, TV, sports and media. This world-class event,
developed by leading VNU brands, gathers top-level global brand
marketing executives in media, advertising and entertainment, and
includes a cross section of youth culture experts and thought leaders
from apparel and entertainment to music, gaming and publishing.
-------------------------------------------------
http://www.aef.com/industry/news/data/2006/4008
From Teen Fashion to Hershey Kisses: New Ways to Sell the Brand
How do you market to an audience that is skeptical of traditional
advertising, very media savvy, and possessed of short attention spans?
And how do you turn a product that is highly dependent on seasonal
sales into a product of choice year-round?
Both topics were addressed at this year's Wharton Marketing Conference
which included a panel on "What Teens Want: Capturing the Attention of
the Trend-Driven and Lucrative Teen Dollar," and a keynote
presentation by Richard H. Lenny, chairman, president and CEO of The
Hershey Company.
One Fickle Market
But with the teen market, noted the panelists on "What Teens Want,"
that goal is particularly challenging. Teens, after all, constitute a
very unique segment -- fickle, competitive, ever-changing and
constantly on the move. Companies that want to get a toehold in the
teenage landscape must be able to speak their language, identify their
latest trends and find the optimal ways to target them through
everything from music downloads to instant messaging advertising.
According to J&J's Marquis, from ages 12 to 19, teens "have a desire
to be spoken to like adults. And from their [own] perspective, they
are under more pressure than adults. They are worried about getting
good grades, making the sports team, getting into college -- whatever
it might be. They look at themselves as adults, as being mature. If
you are putting yourself into their mindset, you have to tap into that
desire to be spoken to as a sophisticated user."
When it comes to macro trends, The Intelligence Group's Lavigne sees
many that have important implications for marketing to teenagers.
First, teens have multiple personalities and enjoy expressing
different aspects of who they are: gifted athlete, scholar, member of
a band. "In the 1980s, teens were fragmented, very specific. Now, with
the Gen Ys, it's cool to have different aspects of your personality as
something that identifies who you are."
Second, today's teens are defined by groups. "Gen X was all about me;
Gen Y is about groups or being a part of a group of friends," said
Lavigne. This teen dimension has been fueled in part by the increasing
levels of communication available to teens, from instant messaging to
cell phones to text messaging. "There are a lot of ways to be in
touch." And teens today are all about "experiences -- the new social
currency," she said. "Products can be replicated or knocked off, and
there are so many of them today that it is difficult for kids to
identify themselves through what they own. When marketing, it's
important to integrate experiences like trips they take to South
America with their families. Their experiences can't be 'knocked off.'
They're real."
-------------------------------------------------
http://www.rabmarketing.com/nmWebsite/Kids/kids.cfm
4ever changing youth
Like chameleons, American youth are constantly adapting to their
environments ? changing to fit in, protect themselves and relate to
others. Radio is changing with them. The information on this site will
help you understand how these two evolving groups are intersecting.
-------------------------------------------------
http://www.mediabuyerplanner.com/2006/01/03/teens_go_for_gadgets_games_webs/
Teens Go for Gadgets, Games, Websites
Marketers who want to reach teens should take advantage of their
penchant for entertainment devices and websites about gadgets and
gaming, and should attempt to reach them through in-game advertising
and advergaming, writes eMarketer (via MarketingVox). Particularly,
gaming offers the best opportunity, with the vast majority of U.S. and
Canadian consumers age 12-21 owning some sort of gaming device - and
three of four playing online and offline games on their PCs, according
to Forrester Research. Over two-thirds own PCs, DVD players, mobile
phones or other handheld devices.
-------------------------------------------------
http://www.rabmarketing.com/nmWebsite/Kids/youthconsump.cfm
Youth Radio Consumption Facts:
-------------------------------------------------
http://www.marketingvox.com/archives/categories/gen_y/
MarketingVOX: The Voice of Online Marketing ? genY
-------------------------------------------------
http://answers.google.com/answers/threadview?id=707769
Q: Characteristics of Generation Y or GenY
-------------------------------------------------
http://www.marketresearch.com/product/display.asp?productid=1091627&xs=r&g=1&curr=USD&kw=digital%09media&view=toc
The U.S. Youth Market: How 15- to 24-Year-Old Consumers are
Transforming the Marketplace, 2nd Edition
August 1, 2005
284 Pages - Pub ID: LA1091627
Price: $3500
===============
SEARCH STRATEGY
===============
hyperconnected teens
tv watching OR exposure teens
teen girls tv OR radio
tv OR radio OR broadcast marketing OR advertisting teens OR genY OR gendigital
Generation M advertising |
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