RESEARCHERS: Alladi Venkatesh, Nivein Behairy, Sayantani Mukherjee


This research study, with partial funding from the NSF, investigates the use of computers and mobile phones by young consumers (pre-teen, teen and post-teen). In terms of data collection, this is in the early stages. Some preliminary work is in progress. Collectively, young consumers are known as the net generation. They seem to be spearheading and shaping a technological culture that has profound consequences to the way our society will evolve. Youth are both innovators and experimenters in this new reality.

Our strategy for research in this area is as follows: first, we are investigating what the everyday life of the young consumer is. Unsurprisingly, young people are involved in numerous activities and consummate multi-taskers. This gives some important insights into the daily and weekly activities of the youth segment. Second, we are examining how various media and information technologies fit into their everyday life based on the activities. Third, what are the design implications that result from our understanding of these issues? This research is ongoing.

Results from our studies have been reported in Advances in Consumer Research, and European Advances in Consumer Research.