Young people and new media: a generation of "digital natives"?

Author/s Gabriele Qualizza, Claudio Sambri
Publishing Year 2013 Issue 2013/1 Language Italian
Pages 23 P. 119-141 File size 527 KB
DOI 10.3280/MC2013-001008
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This paper discusses the key findings of a study aimed at investigating how young people integrate new technologies and new media devices within the spaces of everyday life. In particular, the study focuses on the role played by ICTs and new media in the construction of generational identity. For this purpose a survey was carried out - through a closed-ended questionnaire - which involved a sample of 514 subjects, aged between 15 and 24. The survey is divided into three areas: sense of generational belonging; technological equipment and composition of the media "diet"; relational dynamics in which digital consumption practices (mobile/smartphone, web, social network) take place.

Keywords: Digital natives, generational marketing, communication, new media

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Gabriele Qualizza, Claudio Sambri, Giovani consumatori e nuovi media: una generazione di "nativi digitali"? in "MERCATI E COMPETITIVITÀ" 1/2013, pp 119-141, DOI: 10.3280/MC2013-001008