Forrester Research: Connecting with U.S. Gen Y through Interactive Media

As a follow up to our previous post addressing Ovum's participation in Barcelona highlighting the rise of mobile on line advertising, I'd like to share with you my thoughts on the Webinar run today by Forrester Resarch.
I joined today a Webinar run by Ted Schadler and Jackie Rousseau of Forrester Research.
The Webinar, titled A Marketer’s Dream? Connecting with U.S. Gen Y through Interactive Media, provided an interesting view on the way "U.S. adults and Gen Yers (18 – 27 year olds) use and feel about media and advertising in games, mobile devices, Internet video, and rich media."
Schadler and Rousseau addressed not only the behavior patterns of Gen Yers as compared to the adult population in general, but also paid special attention to the habits of these segments for the mobile world.
An interesting webinar with many takeaways, for now I'd like to emphasize some of Ted Schadler's observations on the challenges facing mobile advertising:
  • Gen Y is the first Internet native generation;
  • The mobile channel shows early promise with Gen Y but the advertising models still need work.

Schadler recommends that advertisers don't jump into the mobile advertising bandwagon just like that and experiment with on line advertising before.

What does this mean for mobile operators? As we mentioned in our earlier post (see here), the mobile world is lagging behind the Internet world and must learn from its experience. Lagging behind is not a bad thing, it might be largely explained by technological forces. However, I think mobile operators need to pay attention to Internet advertising models and make sure they are driving the adoption of mobile advertising instead of letting Internet giants Google and MSN lead the change in their own domain.

More to come later, we will pay special attention to the impact of Mobile Advertising in Latin America. More information at Consumer Technographics® Data.

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