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For B2C Marketing Professionals

Introducing The Youth TechStyle Segmentation

Social Shaper Or Budding Bookworm? The Difference Matters To Marketers

June 26, 2008


  • By Jacqueline Anderson
  • with Serena Goldberg,
  • Ted Schadler,
  • Gina Zavradinos,
  • Elise Godfrey

Why Read This Report

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

  • Today's Youth Aren't A Single Market
  • Youth Divide Into Three TechStyle Segments
  • Where to Use The TechStyle Segmentation
  • Differences Extend To Style, Influence, And Loyalty
  • How To Reach The TechStyle Segments

  • How To Make The TechStyle Segmentation Work For You
  • Supplemental Material
  • Related Research Documents