7 N-FLUENCE NETWORKS AND THE PROSUMER REVOLUTION THE NET GENERATION AS CONSUMERS

Brian Fetherstonhaugh is the chairman and chief executive of OgilvyOne Worldwide, a global leader in managing customer relations, with more than 110 offices in 56 countries. In 2005, when he wanted to understand the Net Gen's media habits, he didn't commission the usual survey. Instead, he started right at home, by asking his 15-year-old daughter, Allison, to keep a detailed media diary for one week.

"I wanted to know how much TV she was watching, whether it was live or TiVo; how much time she was on the computer or mobile phone, what she was doing on the computer; what music was she listening to; was she reading magazines or newspapers; how many text messages she ...

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