For Consumer Market Research Professionals (Length: 20 pages)
This is a Consumer Technographics document

May 23, 2008

Building Gen Y's Multichannel Media Profile

A Multichannel Profile Arms Marketers With Facts To Guide Channel Investments

by Ted Schadler

with Peter Kim, Elise Godfrey

Executive Summary (This is a document excerpt)

This report is a graphical summary and data-driven analysis of how US Gen Y consumers (ages 18 to 27) use media and advertising in the television, print, and online channels. We chart Gen Yers versus the total US adult population to help consumer market researchers and their business customers understand the use of and differences in media channels, which media brands are important in each channel, and online brands and activities. We show how Gen Yers differ from US adults on all of these metrics and give total audience reach for 10 media brands, both online and offline.

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TABLE OF CONTENTS

NOTES & RESOURCES

itemA Multichannel Media Profile Arms Marketers

itemGen Y's Media Mix Is Rapidly Shifting Online

itemGen Y's Screen Time Includes More Consumer-Controlled Sources

itemGen Yers Are Drawn To MTV And Comedy Central

itemGen Yers Read Entertainment Magazines

itemOnline Behavior Sets Gen Yers Apart

itemGen Yers Go Online From Wherever They Are

item7.3 Million Gen Yers Use Only Google

itemLooking For Gen Yers? MySpace Has Got 'Em

itemIt's A Multichannel World

recommendations

itemBring A Multichannel Media Profile To Marketing

itemSupplemental Material

Forrester surveyed 52,120 US adults in early 2007 and 54,522 US adults in early 2008 to support this study.

Related Research Documents

itemConsumers' Behavior Online: A 2007 Deep Dive

April 18, 2008

itemThe State Of Consumers And Technology: Benchmark 2007

September 7, 2007

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Analyst: Ted Schadler
Technology: Brand Strategy, Channel Design Strategies, Customer Experience, Interactive Marketing, Marketing & Advertising, Marketing Measurement, Television Advertising
Industry: Consumer Industries, Consumer Media & Entertainment, Consumer Portals & Search, Media & Advertising Trust, Media & Entertainment, Publishing, Television
Geography: North America
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Original air date: Thursday, August 06, 2009
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Ratings and Comments
Rating: 9 out of 10
based on 2 ratings across all roles.
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