Segmentation Of Adolescents Using A Multimedia Study
The case of Mexico
Alicia de la Macorra
Technical Director, BIMSA-Ipsos, Mexico.
Statistical Director, BIMSA-Ipsos, Mexico.
Nowadays teenagers represent 20% of the Mexican population and yet they have not been fully studied. One could expect that adolescents tend to have important market differences in their habits and, as a consequence of this, they generate a heterogeneous mosaic. The main objective of this paper is to present a segmentation analysis of this important domain. The identification of groups is based on measures related to their habits, attitudes and other socioeconomic variables, specifically:
- consumption habits;
- media exposure habits;
- household possessions;
- sociographic consumer profile;
Moreover, by creating a segmentation of this population two secondary objectives will be covered:
- improvement of media planning schemes when targeting different groups;
- testing the model in order to generalize it for other populations.