NEWS: Research reveals media influences on youth

A 2009 model of youth media consumption indicates that traditional media, such as television, catalogues and magazines, generally have a stronger influence on purchase decisions of secondary education learners than new media, such as cellphones and the Internet.

This is one of the key findings from research released this week by the Youth Research Unit (YRU). The YRU was established in 2009 by the Bureau of Market Research (BMR) at the University of South Africa (Unisa) in collaboration with the Film and Publication Board (FPB) and Vodacom. It provides detailed and custom-made research regarding the youth market in South Africa, the so-called technology-savvy youth (the Net generation).

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