Marketers targeting Generation Y young adults, ages 18-26, had better shift their ads from TV to online, according to a study by Forrester Research. The study shows that young adults spend 12.2 hours
online--28 percent longer than Generation X's 27- to-40-year-olds, and twice as long as baby boomers ages 51-61. The group is also more likely to tap into new online communication services--instant
messaging, blogging and social networking Web sites--than watch television. "All generations adopt devices and Internet technologies, but younger consumers are Net natives who spend more time online
than watching television," says Forrester vp and co-author of the report Ted Schadler. "Younger generations live online, reading blogs, downloading podcasts, checking prices before buying and trading
recommendations." The study also showed that 45 percent of Gen Y users, 27 percent of Gen X users and 17 percent of baby boomers have bought into a mobile-data service, mostly using it for text
messaging, ring tones and games.
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