Futuríveis
quinta-feira, dezembro 08, 2005
The 'Technology Everywhere' Generation
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About half of all 12- to 14-year-olds own mobile phones, one indication that today's youngsters are the first "technology everywhere" generation, according to a survey released Tuesday by Forrester Research.
The survey covered more than 5,000 youths in the U.S. and Canada between the ages of 12 and 21 who are regular Internet users. The results show that mobile technology is considered essential to young people.
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The study concluded that young people are "communications junkies." As evidence, it noted that 83 percent of respondents use instant messaging compared to 32 percent of adults. The respondents spend an average of 11 hours a week online and 20 percent spend more than 20 hours online. About 88 percent of young males and 63 percent of young females own game consoles, the study found.
The study also found that young people have don't discriminate between advertising and editorial content as much as previous generations.
"Young consumers have no preconceived notions of what advertising should be," said Charron. "They have no problem with the lines between advertising and editorial being blurry. Because they have grown up to be more self-reliant in a digital environment, they have confidence in their ability to distinguish between the two."
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Mobile Pipeline | Welcome To The 'Technology Everywhere' Generation
About half of all 12- to 14-year-olds own mobile phones, one indication that today's youngsters are the first "technology everywhere" generation, according to a survey released Tuesday by Forrester Research.
The survey covered more than 5,000 youths in the U.S. and Canada between the ages of 12 and 21 who are regular Internet users. The results show that mobile technology is considered essential to young people.
...
The study concluded that young people are "communications junkies." As evidence, it noted that 83 percent of respondents use instant messaging compared to 32 percent of adults. The respondents spend an average of 11 hours a week online and 20 percent spend more than 20 hours online. About 88 percent of young males and 63 percent of young females own game consoles, the study found.
The study also found that young people have don't discriminate between advertising and editorial content as much as previous generations.
"Young consumers have no preconceived notions of what advertising should be," said Charron. "They have no problem with the lines between advertising and editorial being blurry. Because they have grown up to be more self-reliant in a digital environment, they have confidence in their ability to distinguish between the two."
...
Mobile Pipeline | Welcome To The 'Technology Everywhere' Generation
posted by CMT, 11:02 da tarde
