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For Marketing Leadership Professionals

Introducing The Youth TechStyle Segmentation – A Digital Home Report

Social Shaper Or Budding Bookworm? The Difference Matters To Marketers

June 26, 2008

By Jacqueline Anderson with Serena Goldberg, Ted Schadler, Gina Zavradinos, Elise Godfrey

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Why Read This Report

Many companies targeting the youth market are baffled by these unique consumers. The problem starts with an assumption that "youth" is a single market, when in fact there are important differences among youth segments. Forrester has created a new youth "TechStyle" segmentation to help firms with online or technology-intensive products target the influencers or those they influence. Savvy consumer marketer researchers will guide their firms to adopt the TechStyle segmentation and master the important differences between Social Shapers, Cyber Seekers, and Budding Bookworms.
Tags: Brand & Product Web Sites, Brand Tactics, Consumer Electronics & Technology, Consumer Mobile Devices, Consumer PCs, Digital Home, eCommerce, Interactive Marketing Strategy and Process, Loyalty Marketing, Media & Entertainment, Mobile Channel for Consumers, Social Marketing, Social Media
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TABLE OF CONTENTS

  • Today's Youth Aren't A Single Market
  • Youth Divide Into Three TechStyle Segments
  • Where to Use The TechStyle Segmentation
  • Differences Extend To Style, Influence, And Loyalty
  • How To Reach The TechStyle Segments

  • RECOMMENDATIONS

    How To Make The TechStyle Segmentation Work For You
  • Supplemental Material
  • Related Research Documents
 
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