7 April 2006

New report on the relationship between teens, technology and society

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GTR Consulting
GTR Consulting, a qualitative marketing research and strategic planning consultancy, has published its gTrend Report, "an in-depth, qualitative look at the uneven relationship between teens, technology and society".

The authors say that it "explains what it is like to be a teen in today’s challenging social and technological environments" and the report is said to contain "insightful trends, dynamic quotes from teens, realistic, actionable implications, and critical research for anyone communicating with or marketing to teenagers".

For this report, GTR Consulting handpicked a panel of over 100 trend-leading teens from across the U.S. to discuss their technology and societal behaviours.

"Modern technology is reprogramming today’s teenager," said Gary Rudman, veteran teen researcher and president of GTR Consulting. "They’re a part of what I call ‘the Flux Generation.’ They feel they must adopt, adapt and advance as fast as they can. They expect instant gratification in everything they do. They’re dependent upon technology to accumulate social currency, cache every part of their lives, and provide digital disguises to gain more control over their chaotic worlds."

"Teens used to set the trends and be the revolutionaries. Today, they’re no longer in control; they’re struggling to keep their heads above water as technology and society set the trends and the pace in which teens are forced to adopt them," said Rudman.

Press release (pdf)
Report Table of Contents (pdf)
gTrend Herosion Newsletter (pdf)

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