Amaze starts five-year study of youngsters' tech habits

Marketing agency Amaze has revealed the first findings from its five-year study into how technology is shaping young people's lives.

Over the next five years the agency will work with a group of 10-15 year olds to understand how their behaviour evolves over time through their use of the internet, social media, video games and mobiles.

In its initial report Amaze said it was clear that Facebook and YouTube are the dominant social sites for the group.

Over half said the first thing they do when they turn on the computer is log into Facebook and two thirds use YouTube regularly.

The report, which you can see here, reads: "The Amaze Generation seems to have a strong moral compass, with the family pet rating highest on the list of what is most important to them, followed closely by their mobile phone.

"In terms of personal relationships, when it comes to what they perceive as right, more than two thirds think the best way to end a relationship is face-to-face and that it is wrong to do so on Facebook."

Natalie Gross, managing partner at Amaze, said: "The results of the first wave of this study will give us the solid foundation on which we can gauge future change.

"The study will trigger statistical research from emerging behavioural trends, but most importantly, it’s an ethnographic study from which we can glean deep and genuine insights into the Amaze Generation, putting us a step ahead in creating the very best solutions for our clients.”

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