Researching further

into 16–25-year Olds.

Where do they spend most of the time? How do they
consume?
 Website: Understanding The unique ways that young
adults use browser tabs
I will begin to research:
• How young adults multitask online
• The differences between young adults and older adults 
• How young adults use social media
• Young adults’ expectations for all aspects of websites, including
content, interaction design, and visual design
DO 16-25s multitask?
• Young adults are often stereotyped as exceptional multitaskers.
• Our findings indicate that they commonly engage in several activities in parallel, but tend to perform them
linearly, rather than simultaneously. They may alternate quickly and lose context, but they don’t attempt
activities all at once. Like other user groups, they suffer from reduced efficiency when they engage in this
context-switching behavior.
• Young adults are extremely comfortable flipping through browser tabs. Sometimes they use browser tabs to
support multiple, unrelated tasks (a behavior referred to as parallel browsing).
• We discovered that they also engage in page parking— an information-seeking strategy that utilizes multiple
browser tabs to support a single task. Young adults tend to use browser tabs in this way much more intensely
and frequently than older adults, but some individuals are more inclined to use the tactic than others.
HABITS OF YOUNG ADULTS ONLINE
• While teens enjoy sites that provide interactive features like games and quizzes, young adults like interactivity only
when it serves a purpose and supports their current task.
• Teenagers tend to be poor readers, and they prefer nontext alternatives like multimedia content. Some young adults,
particularly college students, are strong readers, but they still don’t enjoy reading large amounts of text online.
They prefer content that is easy to scan.
• Research has shown: A site targeted to teenagers will not hit the right tone for young adults. Young adults are
sensitive to tone. They will feel insulted if they suspect the site is talking down to them,  and will notice if the site
is trying too hard to appear cool. - this makes me evauate the words I am using for my chosen demographic. 
• Young adults are much more skeptical of the information presented on websites. They demand more evidence to
support claims than teenagers do.

https://www.pewresearch.org/internet/2018/11/28/teens-social-media-habits-and-experiences/

https://www.ofcom.org.uk/__data/assets/pdf_file/0025/217834/adults-media-use-and-attitudes-report-2020-21.pdf

https://www.statista.com/statistics/1059462/social-media-usage-uk-age/

https://www.broadbandsearch.net/blog/social-media-facts-statistics
Old users vs young
• Compared to older users, young adults tend to be extremely confident in their own ability to navigate
digital interfaces, even when encountering radically new design patterns. - I will still remain simple with my
search bars.
• As a consequence of their confidence, young adults are error prone when using interfaces. They often click
first and ask questions later. - this makes me evaluate how I will capitalise 'FREE' quiz entry for my
younger viewers.
• Additionally, young adults rarely blame themselves when things go wrong — unlike older users. They
typically see usability issues as the fault of the site and will sometimes criticize the organization that the site
represents.
• Many of these young adults grew up alongside Google. They’re quick to use Google as a reference point for
ease of use and simplicity.
• Young adults may have very different opinions about the visual appeal of websites than older adults do 
How do I cater my website to young
people?
• Research by OFCOM, Statista and Pew has show: Because young adults are heavy social-
media users, designers looking to appeal to Millennials often erroneously assume they
must have a strong social-media presence.
• Young adults tend to think of social networks as places to interact with friends and
family, or to (occasionally) meet new people — rather than as an interface to
organizations and companies.
• The best way to reach young adults through social media and to accumulate followers is
by offering real value. Focus on building a relationship over time, and do not
oversaturate your social-media outreach. Your organization’s posts should be interesting
and relevant to your users — not just information that you find interesting internally.
Where does the
demographic spend
their time?
• 67% of people ages 16-29 use Instagram
• 86% of people ages 18-29 use Facebook
• 34% of people ages 15-29 use Pinterest
• 38% of people ages 18-29 use Twitter
• 21% of people ages 17-24 use LinkedIn
• 81% of people ages 15-25 use YouTube
• 53% of people ages 15-25 use Snapchat