Young Consumers: Volume 7 Issue 2

Brands and gaming: are you ready to play?

Tom Farrand, David Nichols, Tom Rowley, Matt Avery

Shows how the gaming industry is now bigger than film, music and video, with PlayStation better than all other divisions of Sony combined. Points out the implications for…

Gaming as an education tool

Robin Hilton

Explains why simple online games are a valuable learning tool, especially for experiential learning, problem solving and interrelationships, where subject matter is abstract…

Youth – lifestyle, expectation and media

Katharine King

Characterises modern young people as adventurous, high‐tech and time‐poor, and reviews how media and brands are attempting to evolve to match the needs of this market. Focuses on…

Young consumers in Singapore

Wang Hongjun

Describes young Singapore consumers: they are easily bored, have a wide choice of TV, music and video games, and have income from part‐time jobs as well as their parents and…

Common denominators: what unites global youth?

Tim Stock, Marie Lena Tupot

Analyses how the basic similarity of youth culture worldwide allows marketers to segment it across a four‐quadrant lifestyle matrix: the quadrants are In‐Crowd, Pop Mavericks…

Teenage sex at the margins

Jon Cohen

Reports research into the sexual behaviour of UK teenagers at the margins of society, the project was a response to the Social Exclusion Unit’s brief to reduce the rate of teenage…

Facebook faces its future

Robin Raskin

Explains the issue facing social networking sites, which are internet based communities of people with similar interests. Introduces Facebook as a specially interesting network…

Mobile marketing

Fiona Jenkins

Reminds us that mobile phones are ubiquitous and a status symbol for young people, so that more traditional media are getting on the act: Emap publishes a number of teenage…

Materialism among adolescents in urban China

Kara Chan, Hongxia Zhang, Iris Wang

Looks at attitudes of Chinese adolescents to materialism, including the effect of age on materialism and the influence of family and peers. Outlines the values of Chinese culture…

Marketing to children and young people in Norway

Hans E. Skirstad

Looks at the legal position surrounding advertising to the young in Norway; this is regulated by the 1972 Marketing Control Act (MCA), but this has no total prohibition against…