Forrester study: Brands matter little to young people online

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Young people are more concerned with utilities and activity online than they are with brands, according to Forrester Research study. The study of online consumers aged 16 to 22 surveyed 8,600 respondents, and asked them what they thought of 50 leading brands and how likely they would consider purchasing these brands. The consumers gave the brands mixed reviews offline, but showed little to the brands online. Intel Corp. and Yahoo! were the exceptions. Forrester estimates that 12.4 million 16- to 22-year-olds are online in the U.S. and represent a $37 billion market.

Copyright June 1999, Crain Communications Inc.

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