Thursday, August 03, 2006

Young Adults Like New Technology

This is one of the most mind-boggling studies I have read in awhile. Who pays for this type of study that is just so obvious? Can we put together a study about the color of the Sun and the sky?

According to a new Forrester Research report, "Generation Y young adults aged 18-26 are plugging into technology at a faster rate than any other generation, but they are doing so instead of spending time in front of a TV."

The article, from Multichannel News added "The Cambridge, Mass.-based analyst firm’s annual technology-adoption study surveyed 66,707 households in the United States and Canada. It found that young adults spend 12.2 hours online, 28% longer than Generation X’s 27- to 40-year-olds and twice as long as baby boomers aged 51-61.

Young adults also are more likely to tap into newer online-communications services such as instant messaging, blogs and community Web sites such as"

I feel like I am beating a dead horse here, but any sports organization who wants to connect with Generate Y, needs to go online. If I worked with sports organizations, I would strongly recommend they hire a couple of college interns to help them create blogs, Myspace pages and Podcasts. Creating print and TV ads are not going to reach Generation Y.

As marketing continues to rapidly evolve, companies need to change their marketing plans. They need to become sponsors at events - either sports or others. Companies, including sports teams, need to create "experiences" for their fans. This could be the opportunity for customers to participate in a golf pro-am or to have minor league players conduct free clinics for kids in the area.

Marketers need to take their branding and advertising ideas online while also developing exciting events for their customers.


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