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Nov 8, 2008 by Mark MaierMediaPost's latest Research Brief gives us an insight into younger demographics and why we shouldn't catagorize them by "age" but rather by engagement and participation in youth culture. The study commissioned by Viacom Brand Solutions International warns not to overlook the 25-34 year old segment and add this brief to your library of seeding articles.
"Kevin Razvi, EVP and managing director of VBSI, said "... people are trying to stay younger for longer... 25-to-34 year-olds are continuing to consume music, gaming and the internet and are enjoying the pursuits of their younger years... we... need to rethink what ?youth' actually means and... (how to) approach this constantly evolving group of people."
There are some interesting key findings to be found in the report that can help your clients understand the age groups and engagement.
To read the complete Research Brief click here
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