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December 2, 2005 Reaching Young Consumers On Their TermsKey Findings From Forrester's Q1 2005 North American Youth Online Studyby Chris Charron with Sally M. Cohen, Tenley McHarg |
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Executive Summary
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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