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	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	Average: 9  (2 ratings)

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Executive Summary

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.

TABLE OF CONTENTS

• A Multichannel Media Profile Arms Marketers
• Gen Y's Media Mix Is Rapidly Shifting Online
• Gen Y's Screen Time Includes More Consumer-Controlled Sources
• Gen Yers Read Entertainment Magazines
• Online Behavior Sets Gen Yers Apart
• It's A Multichannel World

RECOMMENDATIONS

• Bring A Multichannel Media Profile To Marketing
• Supplemental Material
• Related Research Documents

This is an excerpt

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