Media & Publishing
Explore kids and family media use and attitudes, create and test content
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What drives the ‘youth of today’s’ media choices?
The media habits of 14-24 year olds are often reported on as one homogenous group ‘millennials’ – a meaningless term for a diverse bunch complete with a whole load of stereotypes sprinkled on the top. With a lack of ‘factual’ data, Thinkbox wanted to explore what was ‘myth’ and what was ‘real’ and look at the role of TV in young people’s seemingly ‘complex’ media lives.
Platypus Research devised a compelling methodology to throw light on the changing video lives of young people. Through a blend of qualitative techniques, including video ethnography, online communities and depth interviews, we discovered the factors that set this group apart and have made AV content an ingrained part of their lives and development.
We also conducted joint analysis with a specialist media psychologist to unpick some future predictions.
It’s fair to say that 14-24s are more influenced by age, education and lifestyle than any other group of people – and that this has an inevitable effect on the way they consume video. By unpicking the impact that life-stage has on their media usage, we could start to understand what makes this group unique.
We identified three interlinking aspects which have a significant influence on how younger people consume video, and the content choices they seek: ‘Time & Space’; ‘Identity’; and ‘Social Maintenance’.
All the details are shown below;
The team are knowledgeable, dedicated and hard-working and have taken some complex themes, feedback and tight deadlines in their stride!
“Immediate Media Co wanted a great - cost effective way to understand the life of boys and to answer those questions that we’re just not entirely sure on. Media consumption was a key theme for us to delve into and Platypus were successfully able to segment the boys they were researching to provide insight on the likes of influences and pressures. Communication from Platypus was really first class and the debrief provided by Jo simply reassured us that syndicate research can most certainly be tailored and beneficial to individual companies. I can only recommend…”