This is one of the key findings from research released this week by the Youth Research Unit (YRU). The YRU was established in 2009 by the Bureau of Market Research (BMR) at the University of South Africa (Unisa) in collaboration with the Film and Publication Board (FPB) and Vodacom. It provides detailed and custom-made research regarding the youth market in South Africa, the so-called technology-savvy youth (the Net generation).
Early technology adopters, fashion and brand conscious (as dictated by clothing, accessories, ringtones, etc) are some of the characteristics associated with the exceptionally technology-savvy youth of the modern age. According to Dr Isa van Aardt, YRU manager, the rapid adoption of technology associated with teenagers has raised some important research questions such as: Why the adoption? How is technology integrated into daily lives? Do traditional and modern activities of the youth complement each other?
Research conducted in 2009 among 490, 1 038 and 764 high school learners in Tshwane, Gauteng and nationwide respectively, revealed some interesting facts about the South African youth (high school learners aged 10-18) and their media consumption behaviour.
Results
According to Nnono Shai, YRU research intern, the studies revealed that the youth's perception of technology is broader than its functionality, ie status associated with having the latest cellphone technology is more important than it being a communication tool. If effective decisions are to be taken and policies formulated, the youth's perspective has to be acknowledged, she says.
According to Dr Van Aardt, the YRU will develop a research model that will explore the personal values that the South African youth associate with media consumption. Concomitantly, the research model will assess the level at which industry meets these values. In addition, the model will test access to age-inappropriate media content to regulate media distribution ahead of 2010 Soccer World Cup. The findings of the research are expected to be released in May 2010.