Harris Interactive poll results measure the impact digital and "on the go" media have on teenagers' consumer behavior and advertising receptiveness.

Today's young consumers comprise the key influencers and early adopters of new technologies. How fluent are they with emerging technologies? How does technology fit into the broader perspective of their non-virtual lives? How can brands "go digital" and meet the needs of a generation that has been bathed in a saturated media environment and that scrutinizes marketing messages?

Today's session will present the results of a new poll of teenagers by Harris Interactive, conducted exclusively for "Breakthrough '06," that examines 18- to 34-year-old consumer demographics and focuses on how their media habits are evolving. This poll covers the impact digital media and "on the go" media have on their consumer behavior, their receptiveness to these technologies as advertising platforms and the emergence of consumer-generated media by adults. Attendees will get a look forward at teens, the brave new digital world they live in and how the two intersect to provide opportunities for marketers.

John C. Geraci's Bio: Geraci, president of Crux Research and a 16-year veteran of one of the nation's largest research firms, has overseen nearly two million interviews on behalf of organizations large and small. His clients have included public school districts, colleges/universities, consumer packaged goods companies, advertising agencies, media, manufacturers, dot-com businesses, technology firms, foundations and associations. Among the research that Geraci has instituted is a nationally syndicated study that has become the bible of what online youth are doing and what youth are doing online. He also created a syndicated market study of college students that is often sourced in the media. Prior to Crux Research, Geraci served as vice president of Harris Interactive, where he was responsible for all survey research conducted by Harris Interactive among parents, kids, teens and young adults, as well as research on education and parenting issues.

GET THE PRESENTATION

• [Presentation] Download it now

Presenter: John C. Geraci, President, Crux Research, Inc.

Format: Zipped PowerPoint file