Segmentation of adolescents using a multimedia study

This paper addresses the problem of identifying groups among teenagers based on their media habits. Segments are described in terms of variables such as consumption habits, possessions, gender, age, socioeconomic level, attitudes, etc.

Segmentation Of Adolescents Using A Multimedia Study

The case of Mexico

Alicia de la Macorra Technical Director, BIMSA-Ipsos, Mexico. andIván Castro Statistical Director, BIMSA-Ipsos, Mexico.

INTRODUCTION

Nowadays teenagers represent 20% of the Mexican...