• eMarketer, Wednesday, January 4, 2006 10:15 AM

An eMarketer analysis of studies related to marketing to teen and young adult users says that advertisers must take advantage of the younger generation's penchant for consumer electronics, entertainment, and gaming when trying to reach this group. Gaming represents the biggest opportunity, according to a study from Forrester Research, which was cited in the article. The study says more than 90 percent of young people between 12 and 21 own a gaming device, while three quarters play online and offline games on their computers. In-game advertising and customized advergames are the clearest paths to reaching this game-hungry audience, eMarketer says. Among other useful information from the Forrester study: two thirds of 12- to 21-year-olds own PCs, DVD players, home stereos, mobile phones or handheld devices, and about a quarter own MP3 players and Internet enabled or camera phones.

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