Segmentation of adolescents using a multimedia study
Ivan Castro and Alicia de la Macorra
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...
