March 12, 2012

Report reveals media trends among young Europeans

Young people are attached to their mobile phones… But do they still use landlines? Is online television as popular as ‘regular’ television? What is the most popular games console among today’s young people across Europe? And what are the biggest differences between European countries in terms of how they use media today?

The answers to these questions – and more – can be found in the first European-wide Youth Media Trend Report (2011-2011), which was commissioned by the Youth & Media Programme of the European Cultural Foundation (ECF).

The extensive research was carried out by the Belgian research centre Trendwolves, which looked at media use among young people aged between 15 and 25 in five European countries: Norway, the Netherlands, Spain, the United Kingdom and Croatia.

Researchers mapped how young people use media in each of these five countries, focusing specifically on social networks, internet, telephone, television, radio, newspapers, magazines and games.

The first Youth Media Trend Report of its kind identifies different media landscapes across Europe and represents an important step in measuring, observing and revealing changes in the way young people use their media.

With this research, ECF aims to provide broad access to exclusive data to cultural, political and media organisations and professionals working on youth and media policies and programmes. The research is designed to fill a gap for the cultural sector, which is often deprived from mere facts and figures, unlike the business sector, in which such research data are used for designing successful marketing strategies and forecasting trends.

Interested in finding out more? Download the report in infographics from ECF's website:

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