Gen Y Lacks Mobility

Guess Gen Y isn't as mobile as we first thought, based on results from a study conducted by scenarioDNA.

"Consider this, although iPod defines music for 56% of Gen Yers polled in the survey, more than half (50.7%) of Gen Yers listen to their music mainly at home. Meanwhile, 40% of respondents claim that the handheld device Game Boy defines gaming for them. Yet 71.1% say they mainly play their video games (guess where?) -- at home."

Part of this is due to the bans on portable electronics in school and the workplace, so teens are not as mobile as they can be. It won't be until the bans lift over time that mobile campaigns will start to effectively reach this demographic.