December 2, 2005

Reaching Young Consumers On Their Terms

Key Findings From Forrester's Q1 2005 North American Youth Online Study

This is the final document in the "Young Consumers And Technology" series.

by Chris Charron

with Sally M. Cohen, Tenley McHarg

Executive Summary (This is a document excerpt)

Today, 73 million people under the age of 18 live in the US. Young consumers may confound marketers, device makers, and parents, but they need not be scary or intimidating. More than media pirates or rip-off artists, young consumers are gadget gurus who embrace the Net and make themselves readily available to marketers. Tapping into the youth market can be tricky, though. Marketers need to reach young consumers on their terms.

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