Research

Australian families are harnessing pervasive technology and media to help them manage busy households and achieve more balanced, satisfying lives, according to research released by Yahoo!7 and OMD.

The study, "It's a Family Affair: the Media Evolution of Global Families in a Digital Age" found technology and media are essential to planning, researching and acting on many of family life's important priorities and that multi-tasking significantly extends the average day's activities beyond 24 hours.

It's a Family Affair: the Media Evolution of Global Families in a Digital Age

Around the world, the coming generation is the first to grow up with an array of interactive and wireless technology at their fingertips. And they're eagerly applying these tools to life-stage-specific needs for self-expression, personalisation and community. In the process, these 13-24 year olds have newly defined the roles and functions of traditional media, with some striking variations country by country.

Our research aims to get beyond well-trod stats of device penetration and media time spent, to reveal the needs and aspirations of this new generation. For global marketers, our 11-country snapshot will not only define this new "species" of consumer, but show the best channels for reaching them, and having them engage with your brands.

The truly, Madly, Deeply Engaged: Global Youth, Media and Technology Report (PDF)