Trends Report

Introducing The Youth TechStyle Segmentation

Social Shaper Or Budding Bookworm? The Difference Matters To Marketers

June 26th, 2008
With contributors:
Ted Schadler , Serena Goldberg , Elise Godfrey

Summary

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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