How Young People Use Media: Youth DNA Study Measures Trends

Young people perceive traditional media as more accurate, trustworthy and reliable than new media, but many get most of their news and information from another source entirely–family and friends.
That is one of the key responses from 10 innovative focus groups of young people in 10 countries that is part of a major research project on how young people get their news.
The goal of the research was to have young people from around the world confirm or challenge hypotheses regarding their media usage habits and attitudes. The insights will be used to guide the next phase of Youth Media DNA, a quantitative study in which 1,000 youths between 15 and 29 years-old will be surveyed in every country that participates in the study.
The research released today, during a seminar on the eve of the World Newspaper Congress and World Editors Forum in Cape Town, South Africa, is a preliminary phase in a major WAN research project called Youth Media DNA to help newspaper companies develop better strategies for reaching young readers. The study is part of the WAN Young Reader Development Project, supported by Norske Skog, the Norway-based international paper manufacturer.
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New research on youth and media called Youth Media DNA will help newspaper comanies develop strategies for reaching young readers