New gTrend Teen Report Offers Insights about Teen Attitudes toward Technology, Money, Leisure and More
SAN FRANCISCO-(Business Wire)-September 22, 2009 - What are teens really thinking today? And how do you reach them?
The new gTrend Teen Report is an in-depth examination of American teens based on a proprietary, nationwide survey of more than 1,000 trend-leading young adults. The over 115-page, illustrated report identifies 15 new trends about teens’ relationship with technology and how it impacts their behavior regarding money, leisure, communication, the environment, and other issues.
The report is authored by Gary Rudman, President of GTR Consulting and the nation’s leading researcher on teens and their relationship to technology and society. In 2006, Rudman wrote the original gTrend Report, which has been used by the Fortune 1000, government and nonprofit organizations to build marketing campaigns that successfully engage teens.
“Understanding what motivates teens is complex today because technology has turned their world into a fluid and scattered experience that is difficult for adults to interpret,” Rudman said. “The gTrend Teen Report provides exclusive insights and context to the constantly changing behavior of teens through exhaustive qualitative and quantitative research. The gTrend report is designed to be a road map to help businesses, government and nonprofit organizations reach teens on their own terms.”
View excerpts of the gTrend Teen Report at www.gtrconsulting.com/gtrendreport.
The gTrend Teen Report examines why technology is the critical path to reaching teens today. It also looks at how changing forms of communication are radically re-configuring the way teens relate to one another and the broader world.
Each trend in the report features a concise definition and analysis, along with a broad set of marketing implications and actual quotes from teens who participated in the study. Among the most intriguing new trends in the report:
- Ambassatechs – How young consumers have become the Chief Information Officers of America’s households and why they are now driving many of the household technology purchasing decisions.
- Neo-Frugalists – How cash-strapped young consumers are satisfying their insatiable desire for technology, apparel and other badge items through creative, alternative buying strategies.
- Advertorment – Why young consumers are so turned off by online advertising and how marketers can break through to them online.
“Teens are part of the Flux Gen, an elusive group of young consumers who defy easy explanation, but play an increasingly important role in purchasing decisions in America,” Rudman said. “The new gTrend Teen Report helps companies and other organizations decide how to approach younger consumers, who increasingly prize control and efficiency, but are frequently contradictory in their behavior.”
To learn more about the report and how to use its findings, contact Gary Rudman, gary@gtrconsulting.com, or 415.713.7852.
About GTR Consulting
Founded in 2001, GTR Consulting conducts custom research from concept, advertising, new product, target, and packaging testing to general exploratory market research among kids, teens, and young adults. GTR Consulting’s gTrend Teen Report is an indepth, qualitative and quantitative look at the relationships between young consumers, technology and society. GTR Consulting has done work for the world’s most dynamic brands, including American Express, Coca-Cola, Colgate, Dean Foods, Disney, eBay, ESPN, Gatorade, Gillette, Jamba Juice, MapQuest, Microsoft Xbox, MTV, Nickelodeon, NIKE, PayPal, Sesame Street, Sony Computer Entertainment, Ubisoft, Unilever, Virgin Mobile, Visa, Wal-Mart, Wilson, Wrigley, and Yahoo!. For more information about GTR Consulting, visit www.gtrconsulting.com, 415.713.7852.
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