An understanding of Screenagersattitude towards media

Abstract

To effectively use marketing communications to reach consumers, it is important to study their attitude towards various media. To elaborate, it is an understanding the perspicacity of various screen based and non
screen based media. Today’s teenagers are able to quickly and easily integrate new media technologies and multiple channels into their busy lifestyles. To effectively use marketing communications to reach this big
consumer of tomorrow, it is important to study their attitude towards various media - both - screen based andnon screen based. Being born in the digital area, these teenagers take technology for given and demand
instant access to information. This study of screenagers is of relevance to academia, marketing practitioners as well as public policy makers
and sociologists. Attitude and preferences towards various media have implications for psychological development of an individual, impacts inter-personal orientation of an individual, has broader socioeconomic dimensions and is of obvious interest to marketers. Marketing managers are ultimately concerned with influencing behavior. A clear understanding of what are the determinant and influencing attributes is essential for marketing professionals in order to design effective marketing and communication mix aimed at this target audience.