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 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...

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