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The net generation: an analysis of lifestyles, attitudes and media habits
journal contribution
posted on 2000-01-01, 00:00 authored by J Napoli, Mike EwingAnecdotal evidence suggests that the cohort labeled the Net Generation is significantly different to previous generational groups, particularly in terms of their values, beliefs and buying behavior. This study examines the lifestyles, media habits and attitudes of a sample of teenagers and young adults. Four segments within the Net Generation cohort are identified. Differences between these groups with respect to their attitudes towards advertising and their use of traditional and interactive media are then discussed. Implications are drawn, limitations noted and directions for future research offered.
History
Journal
Journal of international consumer marketingVolume
13Issue
1Pagination
21 - 34Publisher
Taylor & FrancisLocation
Abingdon, Eng.Publisher DOI
ISSN
0896-1530eISSN
1528-7068Language
engPublication classification
C1.1 Refereed article in a scholarly journalCopyright notice
2000, Taylor & FrancisUsage metrics
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