Marketing to the Internet Generation

Countries covered: United States

 

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This completely new Packaged Facts report offers a comprehensive analysis of the demographic characteristics, purchasing power and consumer behavior of the Internet Generation; the 86 million Americans between the ages of 2 and 23 who have grown up with the Internet for all or a significant part of their lives. The report analyzes the distinctive characteristics of the Internet Generation, including their life experiences, values, consumer behavior and media usage. Factors affecting the growth of the market are assessed and the size and growth of the online and offline market are estimated. The report provides overviews of marketing and promotional strategies targeting various segments of the Internet Generation and includes a detailed evaluation of key demographic features of each segment.

Additional Information

The Internet Generation is defined as including individuals who have spent at least 20% of their lifetimes after the age of 2 potentially exposed to the Internet. The dawn of the Internet era was 1995, when at-home access to the Internet began to be increasingly widespread through consumer-oriented Internet service providers. The oldest members of the Internet Generation are 24 years of age in 2000, and the youngest members are kids over the age of 2.

This Packaged Facts analysis concentrates on members of the Internet Generation who have access to the Internet at their place of residence. The following four segments of the Internet Generation are analyzed:

• The Kids Segment of the Internet Generation includes those ages 2 to 7 years with at-home Internet access.
• The Tweens Segment includes those in the 8- to 13-year-old age group with Internet access at home.
• The Teens Segment includes 14- to 17-year-olds with Internet access at home.
• The College Segment focuses on analyzing the market represented by full-time students at four-year colleges who have Internet access at their place of residence.

Methodology

This report is based on information collected through interviews with industry executives, a comprehensive review of Web sites geared toward kids, tweens, teens, and college students, and an extensive survey of published materials. U.S. government sources included data from the U.S. Census Bureau, National Telecommunications and Information Administration, and the National Center for Education Statistics. Other sources include a wide range of journals covering the marketing and advertising fields.

Categories Covered:

• Kids – Ages 2-7
• Tweens – Ages 8-13
• Teens – Ages 14-17
• College – Ages 18-24 Attending College

Issues Addressed:

• Current And Projected Market Growth
• Factors Promoting Market Growth
• Limitations To Market Growth
• Market Definition
• Key Demographic Features
• Media Usage By Category
• Life Experiences And Values
• Consumer Behavior
• Online Population Growth
• The “E-Wallet”
• Defining Youth Brand Loyalty
• Influence Of Fads In Marketing
• “Convergence Marketing” Strategies
• Marketing Strategies By Category
• Computer & Internet Usage By Category
• Favorite Web Sites By Category

Tables And Graphs:

• Demographic Features By Race, Age, Income
• Weekly Exposure To Various Media
• Preferred Media
• Attitudes Toward Computers Vs. Tv
• Selected E-Wallet Sites

Companies/Sites Discussed:

• Alfy.Com
• Allowancenet
• Alloy.Com
• Clairol
• Collegeclub.Com
• Eplay.Com
• Fleet Financial Group
• Foxkids.Com
• Freescholarships.Com
• Freezone.Com
• General Mills
• Go Kids Center
• Headbone
• Icanbuy
• Iexchange.Com
• Iturf
• Kellogg
• Mamamedia.Com
• Memolink.Com
• Minute Maid
• Nabisco
• Nike
• Pepsico
• Procter & Gamble
• Quaker Oats
• Reebok
• Sesame Workshop
• Snowball.Com
• Teen.Com
• Toymax
• Troublewear.Com
• Yahoo
• Zeeks.Com

Hours of Research: 700