By Ogova Ondego
Published October 19, 2008
Today’s youth may be referred to as the Blogging, cell-phone and FM radio-dependent generation who have little time for the traditional print media. But that would be an inaccurate conclusion as far as this techno-savvy 21st century generation is concerned, according to research findings.
Across the world, bizcommunity.com reports, publishers of traditional print titles have feared that the rise of alternative sources of content, such as the Internet and mobile phones, would see the wholesale decline of their readership figures.
The publication quotes All Media and Products Survey (AMPS 2008A), a study conducted in South Africa, to prove that consumption of traditional media “newspapers, magazines, books, television” content by the youth is on the upswing.
“Where previously print media in South Africa was consumed by 58.2% of the 16 – 24 age group, print titles are now read by 62.6% of young people. Both the newspaper sector and the magazine sector have benefited from more young readers. Newspapers now reach 46.1% of this age group, up from 42.6% in AMPS 2007B, while magazines are found in 46.5% of young hands, up from 43.8%. The 16 – 24 age group is also one of the key groups responsible for the rise of the Internet.”
Youth Media DNA, another survey conducted for the World Association of Newspapers and released in 2007, bizcommunity.com says, concluded that “most participants [aged 15-24] still value more traditional media sources and formats [to get their news and information], because they are perceived as being more accurate, reliable and trustworthy” (www.wan-press.org).
Another traditional media type to gain young media consumers was television, which Youth Media DNA says is the “most trusted news and information format – more so than the Internet or newspapers” of South African youth.