The interaction between media, technology and youth

Nora de D'Alessio
IROL and IROL Americas, Argentina


An analysis of the world of young people who are connecting to the Web today brings a new perspective for all that wish and need to communicate with this segment of the population.

Across the world, as well as in the Latin American countries, the characterization of young people by attitudes and behavior is expanding over new age categories and is now reaching even those nearing 30 years of age (if they remain childless). Therefore, these “new young”, particularly those who have Internet access and who, in the majority of cases, are found in the middle and high segments, not only have better economic and technological possibilities but are also involved in many more simultaneous activities: they may be carrying out their postgraduate or specialization studies, they have an active social life with their peers, etc.