Digital Youth Study

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The Digital Youth Study, developed by the CABA Internet Home Alliance Research Council and released Feb. 15, 2007, examined youth influence on consumer technology purchase. It found that youth age 8-18 have influence on the purchase of products/services that are primarily used by youth and not by parents. They exert little influence on the purchase of: desktops, laptops, Media Center PCs, external hard drives, printers (color laser, all-in-one inkjet, standard inkjet, snapshot photo), broadband, digital cameras, satellite radio, HDTV, and DVRs. Cisco Systems and AT&T led, funded and participated in this research.

Published in: Technology, Health & Medicine
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Digital Youth Study

  1. 1. Digital Youth Study May 2006
  2. 2. Youth Technology Interests <ul><ul><li>Their own computers. Top vote getter among 11-14 and 15-18 year olds. </li></ul></ul><ul><ul><li>Kids who don’t have one want one . </li></ul></ul>What Do Digital Youth Want? <ul><ul><li>Cell phones. #2 vote getter close among all age categories. </li></ul></ul><ul><ul><li>Kids who don’t have one want one . </li></ul></ul><ul><ul><li>Game consoles are top vote getter for 8-10. </li></ul></ul><ul><ul><li>Handhelds are also high on their lists. </li></ul></ul>
  3. 3. Conclusions <ul><ul><li>Address Mom the decision-maker for kid-specific items – iPod, cell phone </li></ul></ul><ul><ul><li>Address Mom for standard technology equipment: desktops, printers, broadband </li></ul></ul><ul><ul><li>Focus efforts towards Dad who chooses the latest technology items – laptop, Media Center PC, External hard drive, DVR </li></ul></ul>Trends in Families with Kids <ul><ul><li>PCs proliferating with each-person PC ownership. </li></ul></ul><ul><ul><li>Laptop ownership growing by household. They belong to parents though (Dad). </li></ul></ul><ul><ul><li>Plan for broadband and PC stations in bedrooms. </li></ul></ul>
  4. 4. Conclusions <ul><ul><li>Plan for digital music downloading, watching video on the Web, downloading games. </li></ul></ul><ul><ul><li>Continued high interest in console/handheld games (especially boys). </li></ul></ul><ul><ul><li>Cell phones everywhere, carried by youth 11-up – and maybe younger. </li></ul></ul>Trends in Families with Kids

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