Circuits of cool

Date of publication: April 9, 2008

Catalogue: Asia Pacific 2008

Abstract:

Teens and young adults around the world are multitasking like there's no tomorrow. Our diary research among over 8,000 15 to 24 year olds suggests at least four activities are being done at once. When we add up everything that young people are doing over 24 hours we find that they are living a 38 hour day watching television, surfing the net, listening to music, and watching movies, and by and large loving it.The study set out to answer a number of questions, notably:1. With content being increasingly global, are young people using technology and media in the same way? 2. Are we witnessing a technological youth? What traditional behaviour has technology altered / eclipsed? 3. Is there a prime age of digital engagement? 4. What factors dictate media platform and content choice?

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