Digital media and technology in youth audience research

This article discusses internet and multi-media research tools such as social networking groups, forums and online panels as a tool for researching youth audiences.

Digital media and technology in youth audience research

Luca Antilli and Alex Vishney

Youth (18–24) audiences are difficult to predict. Anticipating emerging trends and future relevance for this diverse and fragmented group, anomalous to the rest of the population, is unquestionably complex.

Media consumption by 18–24 year-olds is equally amorphous. Having grown up with media choice, young people are adept at filtering media sources and are proficient users of multiple media platforms, be it internet, TV, gaming or mobile. Over 40% use social networking sites for at least 15 minutes every day (1).

The reach of internet and...

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