Young Consumers Are The First "Technology Everywhere" Generation

Forrester : Young consumers are using more technology at a younger age to connect with more people than ever before, according to a survey of more than 5,000 US and Canadian online youth between the ages of 12 and 21. For example, 87 percent of 15-year-olds use instant messaging, while nearly half of 12- to 14-year-olds have a mobile phone. Marketing executives have been staring in wonder at their own tech-savvy children and asking, 'Are all teenagers as wired as my own kids?' The answer is 'yes.' We are seeing a generation of young people for whom technology is not just a nice-to-have — it's a critical part of their lives. There's been a lot of speculation about the breadth and depth of technology use among young people. This data begins to codify that discussion.

• Young people are communication junkies. Eighty-three percent use IM versus just 32 percent of online adults. More than three out of four young consumers have a mobile phone.

• MP3 players top the device wish list. Twenty-five percent of young consumers said they plan to purchase an MP3 player in the next 12 months.

• Entertainment grabs their online time. Young consumers spend almost 11 hours per week online, while nearly one in five of the youngest of this group (ages 12 to 17) spend 20 hours or more per week online.

• Youth got game. Eighty-eight percent of boys ages 12 to 17 own a game console, compared with 63 percent of girls the same age. Fifty-five percent of boys would rather play games than watch TV.

• Young consumers represent the social marketing vanguard. Fifty-two percent say they rely on recommendations from friends or family when making a purchase, compared with just 34 percent of adults.

Young Consumers And Technology Publ 20051206