Marketers have known for sometime now, that Gen Y is missing in action with regards to watching television. Sure, these young adults aged 18 to 26 are watching television, but not with at the same frequency as older siblings or mom and dad. Instead, Gen Y folks are online or plugged into other digital devices. According to a Forrester Research study, Gen Y spends about 12.2 hours per week online, which is 28% longer than Gen
X (27 to 40 years old) and twice as long online as boomers aged 51 to 61. Gen Y is also more likely to use Instant Messaging services or social networking sites like MySpace. "All generations adopt devices and Internet technologies, but younger consumers are Net natives who spend more time online than watching television," said Forrester vice president and co-author of the report Ted Schadler. "Younger generations live online, reading blogs, downloading podcasts, checking prices before buying and trading recommendations." We learned about this from
Multichannel.com
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