Measuring Children's Behaviour in a Complex Multi-Media World
Debbie SolomonMindShare USA, United States.
Jo PetersThe Scout, MindShare Worldwide, United Kingdom.
As the media and marketing worlds become more complex, it has become increasingly important to understand how consumers use different communication channels and how the channels interact with each other. Children are on the front lines of technological advances, exposed to the newest technologies and communication channels and using them easily. Because they become acquainted with technology at an early age, its use becomes second nature to them and will have important effects on their behaviour, preferences and...