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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.
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:
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:
Issues Addressed:
Tables And Graphs:
Companies/Sites Discussed:
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