Segmentation of adolescents using a multimedia study

Date of publication: May 1, 2001

Catalogue: Latin America 2001


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. A graphic representation of the relationship between variables is conducted using correspondence analysis. Validation of the model and general conclusions are also presented.

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