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Truly, Madly, Deeply Engaged: Global Youth, Media & Technology

Truly, Madly, Deeply Engaged: Global Youth, Media & Technology

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Published by Derek E. Baird
A road map for engaging the My Media Generation. This project was a two-phased market research study
that included qualitative focus groups and in-home
ethnographies, as well as a quantitative online survey.
The qualitative phase consisted of 16 focus groups
and 15 in-home ethnographies in six countries. The
research sessions were conducted in Chicago,
Mexico City, London, Berlin, Seoul, and Shanghai.
Participants represented teens aged 15-18 and young
adults aged 20-22. Focus group and ethnography
discussions centered on youth values, attitudes
toward and usage of different media, and the role of
digital media in their lives. | Research commissioned by Yahoo! and OMD.
A road map for engaging the My Media Generation. This project was a two-phased market research study
that included qualitative focus groups and in-home
ethnographies, as well as a quantitative online survey.
The qualitative phase consisted of 16 focus groups
and 15 in-home ethnographies in six countries. The
research sessions were conducted in Chicago,
Mexico City, London, Berlin, Seoul, and Shanghai.
Participants represented teens aged 15-18 and young
adults aged 20-22. Focus group and ethnography
discussions centered on youth values, attitudes
toward and usage of different media, and the role of
digital media in their lives. | Research commissioned by Yahoo! and OMD.

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Published by: Derek E. Baird on Nov 26, 2009
Copyright:Attribution Non-commercial

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10/25/2012

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TRULY, MADLY,
DEEPLYENGAGED
Global Youth, Media and Technology
 
CONTENTS
PREFACEINTRODUCTIONMETHODOLOGYMOTIVATING FACTORSKEY CHANNELSMUSICINTERNETMOBILEMEDIA PERCEPTIONSMEDIA ROLESMEDIA MESHINGADVERTISING RECEPTIVITYINSIGHTS AND IMPLICATIONSCONCLUDING THOUGHTS
34568101214161820242628
Welcometo theMy MediaGeneration.
 
MACROTREND:REGIONAL VARIATIONS:OPTIMISTIC VIEW OF THE FUTURE.
Despite the turbulent times, young peopleare excited by the prospect of the future;they’re highly optimistic and energized.Youth in developing countries are alsooptimistic, but have more faith that tech-nology can make their lives better. Inmore developed countries, this age grouptends to be more jaded about technology'spotential to improve their lives.
IMPORTANCE OF FAMILY AND FRIENDS.
Around the world, young people considerfriends, family and career to be indicators ofa successful life. Western youth especiallyvalue close relationships with friends andfamily, and having a fulfilling career as pathsto future happiness.China's only-child population prefersspending time with peers instead of parents,whereas US and Mexican youth value theirparents' company more.
STRESS AND TIME PRESSURES.
Youth around the world report having morethings to do in a day than they have timeto accomplish them, which is one reason forthe high incidence of multitasking andmedia meshing.Stress levels are highest in Asia, wherethere’s a push to succeed, stand out, achieve.In the US and the UK, stress levels are high,but they mainly revolve around getting intoa good college. In both Germany andMexico, young people are seemingly morelaid back, with less parental pressure.
PREFACEMACROTRENDSSHAPING A GENERATION
Research commissioned by Yahoo! and OMD.3

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