Digital clutter: Relevance of new media to Gen Y

Luck, Edwina M. & Kleahn, Michael (2007) Digital clutter: Relevance of new media to Gen Y. In Australian and New Zealand Marketing Academy (ANZMAC) Conference 2007, December, 2007, Dunedin, New Zealand.

PDF (33kB)


One of the greatest challenges for marketers is to find out how to reach youths who are consuming three of four media at the same time. Today’s youth have been able to quickly and easily integrate new media technologies and multiple channels into their busy lifestyles. They possess far more freedom to multitask activities and have information on demand. Marketing communication does not work like it once did. Our study found that Australian youth consume around 32 hours of media per day, which brings enormous implications for marketers. We suggest that in order for marketing communication professionals to communicate with this market, that they know exactly how to use new media in their media mix.

Impact and interest:

Search Google Scholar™

Citation counts are sourced monthly from Scopus and Web of Science® citation databases.

These databases contain citations from different subsets of available publications and different time periods and thus the citation count from each is usually different. Some works are not in either database and no count is displayed. Scopus includes citations from articles published in 1996 onwards, and Web of Science® generally from 1980 onwards.

Citations counts from the Google Scholar™ indexing service can be viewed at the linked Google Scholar™ search.

Full-text downloads:

947 since deposited on 20 Mar 2008
18 in the past twelve months

Full-text downloads displays the total number of times this work’s files (e.g., a PDF) have been downloaded from QUT ePrints as well as the number of downloads in the previous 365 days. The count includes downloads for all files if a work has more than one.

ID Code: 13095
Item Type: Conference Paper
Refereed: Yes
Additional Information: The contents of this conference can be freely accessed online via the conference's web page (see hypertext link).
Additional URLs:
Keywords: Gen Y, technology, new social media, multitasking, media, marketing
ISBN: 9781877156299
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing not elsewhere classified (150599)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2007 (please consult author)
Deposited On: 20 Mar 2008 00:00
Last Modified: 29 Feb 2012 13:36

Export: EndNote | Dublin Core | BibTeX

Repository Staff Only: item control page