What advertisers need to know about the iYGeneration : An Australian perspective

Luck, Edwina M. & Mathews, Shane W. (2009) What advertisers need to know about the iYGeneration : An Australian perspective. Journal of Promotion Management, 16(1/2), pp. 134-147.

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Abstract

A great challenge exists today: how to reach youth (a.k.a. the iYGeneration) who consume multiple media concurrently, who can access information on demand, and who have intertwined virtual social media networks in their lives. Our research finds that Australian youth multi-task and rarely use traditional media, although significant differences between males and females, as well as late tweens and 20-somethings, exist. Technology convergence facilitates two-way dialogue, allowing growing social interactions to occur in their technological environments. Our findings show that in order for marketing communication professionals to effectively communicate with this market, it is crucial to know exactly how the iYGeneration use media, which media they use, and when they use it.

Impact and interest:

5 citations in Scopus
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ID Code: 28515
Item Type: Journal Article
Refereed: Yes
Additional Information: Special Issue on Australia/Asia Pacific
Keywords: virtual social networks, Gen Y, multi tasking, iYGeneration, online social networks
DOI: 10.1080/10496490903574559
ISSN: 1540-7594
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Routledge
Copyright Statement: This is an electronic version of an article published in [Journal of Promotion Management]. [Journal of Promotion Management] is available online at informaworld.
Deposited On: 09 Nov 2009 23:59
Last Modified: 29 Feb 2012 14:15

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