For Consumer Market Research Professionals (Length: 25 pages)
This is a Consumer Technographics document

June 26, 2008

Introducing The Youth TechStyle Segmentation

Social Shaper Or Budding Bookworm? The Difference Matters To Marketers

by Jackie Anderson

with Ted Schadler, Gina Zavradinos, Serena Goldberg, Elise Godfrey

Executive Summary (This is a document excerpt)

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.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemToday's Youth Aren't A Single Market

itemSegmentation 101: Data Reveals The Differences

itemYouth Divide Into Three TechStyle Segments

itemWhere to Use The TechStyle Segmentation

itemDevices: Are They All Equally Important?

itemMedia Usage: Who's Online And Who's Offline?

itemComputing: Education, Entertainment, Or Both?

itemSocial Networking: Maintaining Existing Friendships Or Cultivating New Ones?

itemDifferences Extend To Style, Influence, And Loyalty

itemWhat's Hot And What's Not?

itemTo Share Or Not To Share?

itemCan Youth Brand Loyalty Be Influenced?

itemHow To Reach The TechStyle Segments

Recommendations

itemHow To Make The TechStyle Segmentation Work For You

itemSupplemental Material

Forrester surveyed a total of 9,384 US online youth ages 12 to 18 in Q1 and Q4 2007 to learn more about their behaviors and attitudes, both online and offline.

Related Research Documents

itemWhy Good Segmentations Fail

May 6, 2008

itemHow Consumers Find Web Sites

February 6, 2008

itemYoung Gen Yers: Fun-Loving, Social, And Wired

January 3, 2008

itemGlobal Technographics® Segmentation Predicts Which Consumers Will Use Technology

May 30, 2007

itemGen Y Is Truly Different; Design Accordingly

November 6, 2007

itemDemystifying Segmentation

August 26, 2005

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Analyst: Jacqueline Anderson
Technology: Brand Strategy, eBusiness/eCommerce, Interactive Marketing, Marketing & Advertising, Relationship Marketing
Industry: Consumer Electronics, Consumer Industries, Consumer Media & Entertainment, Consumer Portals & Search, Consumer Technology, Media & Entertainment, The Mobile Channel
Geography: North America
Archived Teleconference:
A Global Look At Consumers' Social Computing Behavior
Original air date: Monday, November 19, 2007
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Ratings and Comments
Rating: 10 out of 10
based on 2 ratings across all roles.
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