Youth: Like Chasing A Ghost

Content interests, media habits and shopping trends of 18-34 year olds

Research suggests that reaching the 18-34 year old crowd is complex. A recent study done by MORI for the Newspaper Association of America discusses how newspapers can enhance their publications to attract younger readers.

QuickDFW.com, launched by Belo Interactive, is finding ways to appeal to this difficult-to-reach audience. A wealth of research has gone into finding ways to appeal to 18-34 year olds.

In a study for the Online Publishers Association, media researcher and professor John Cary of GreyStone Communications divided the 18-34 year old group into "unsettled" and "newly settled" - essentially college kids as likely to go out on the town as to study vs. those settling into new relationships, careers and lives (like my friends).

The MORI Power Users research shows that 50 percent of 18-34 year olds are not married, by far the highest percentage of unmarried adults in any age category, and a symbolic split between the "newly settled" and the "unsettled."

Download the full report.