As part of Yahoo!’s Summit Series for marketers, Yahoo! and OMD (the largest communications specialist in the world and member of the Omnicom Group Inc.) commissioned research from Ipsos and a third-party research partner to identify and better understand the "My Media Generation," a term applied to the 13 to 24-year-old Internet population.
The goal was to provide a resource to marketers looking to reach Internet savvy young people by locating and identifying the My Media Generation, discovering how they use existing and emerging technology and media, which devices they use, and whether they use them differently or the same around the globe. This study also provided a snapshot of youth attitudes and values, and insight into their viewpoints regarding technology, the future, and the world around them.