World's Newspapers Mull Young People's Use of Media

11 June 2007

CAPE TOWN: The World Newspaper Congress and World Editors Forum meeting last week in Cape Town, South Africa, were presented with the preliminary results of a major new research project examining how young people across ten nations get and interact with their news.

In each participating nation (Colombia, Japan, the Philippines, Lebanon, Serbia, South Africa, Spain, Sweden, US and UK) Canadian-based research consultancy D-code recruited a focus group of ten panellists aged between 15 and 24.

A key preliminary finding is that: "Young people perceive traditional media as more accurate, trustworthy and reliable than new media, but many get most of their news and information from another source entirely - family and friends."

The researchers' goal was to confirm or challenge hypotheses regarding young people's media usage, habits and attitudes.

The insights gained will guide the next phase of Youth Media DNA, a quantitative study in which one thousand youths between 15-29 will be surveyed in every country that participates in the study.

Comments D-code founder and partner Robert Barnard: "Although information gathered from family and friends may not be accurate, young people appear to trust family and friends much more than media sources."

He added that the reasons for this phenomenon will be the subject of the next phase of research.

To view detailed data from the report and its preliminary conclusions, click here.

Data sourced from (South Africa); additional content by WARC staff