SHIFTING MEDIA USES AND GRATIFICATIONS AMONG SINGAPOREAN TEENS AND UNIVERSITY STUDENTS: A FUTURE RIPE FOR MOBILE APPLICATIONS

Authors

Carrie La Ferle, Southern Methodist UniversityFollow
Steven M. Edwards, Southern Methodist UniversityFollow

Publication Date

2009

Abstract

An exploratory study examining the various opportunities and challenges facing advertisers wanting to reach the teen and young adult segments of the future was undertaken in Singapore. Media patterns from traditional channels to the Internet and mobile phones were assessed to provide a context for the study. Beyond frequency of use, actual online and mobile phone activities were assessed. In the case of mobile phones, everything from talking on the phone and text messaging to receiving advertisements were examined. Implications for advertisers are discussed.

Document Type

Article

Disciplines

Advertising and Promotion Management

Extent

26 pages

Format

.pdf

Source

Pubblicazioni dell’Università Cattolica del Sacro Cuore

Language

eng

Recommended Citation

La Ferle, Carrie and Edwards, Steven M., "SHIFTING MEDIA USES AND GRATIFICATIONS AMONG SINGAPOREAN TEENS AND UNIVERSITY STUDENTS: A FUTURE RIPE FOR MOBILE APPLICATIONS" (2009). Temerlin Advertising Institute Research. 1.
https://scholar.smu.edu/arts_temerlin_research/1