Forrester Research: Assessing The State Of Consumer Technology Adoption

Forrester Research has issued a new report that finds "Eighteen-to 26-year-old Gen Yers are integrating technology into their daily lives at a faster rate than any other generation." The results were based on a survey of 66,707 US and Canadian households.

Forrester Research Analyst Charles S. Golvin said, "Young consumers are also advanced users of mobile data services. That means marketers can reach this mobile audience by adopting new channels like blogs, podcasts, and the mobile Web. Among the best news for brand owners and marketers is the fact that young consumers are much more receptive to advertising than the older generations."

Key mobile-related highlights include

• Seventy-five percent of North American households have mobile phones, and almost half of them make the bulk of their long-distance phone calls on these mobile phones.
• Forty-five percent of Gen Yers, 27 percent of Gen Xers, and 17 percent of 41- to 50-year-old Younger Boomers who have a mobile phone use it for data services, led by text messaging, ring tones, and games.