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Shifting Media Uses And Gratifications Among Singaporean Teens And University Students: A Future Ripe For Mobile Applications, Carrie La Ferle, Steven M. Edwards
Shifting Media Uses And Gratifications Among Singaporean Teens And University Students: A Future Ripe For Mobile Applications, Carrie La Ferle, Steven M. Edwards
Temerlin Advertising Institute Research
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.