The Elite of (Un)informed Youth – A Study on 1,200 University Students
On Friday, June 9th, at the Assolombardia headquarters, the results of the study “The Informed (or Misinformed) Youth Elite” were presented. This research, conducted by the Pubblicità Progresso Foundation and Assirim (an association of market research and opinion polling companies), explores the media consumption habits of young adults. The study was conducted on a sample of approximately 1200 university students, predominantly female (73%) and mainly enrolled in Communication Sciences and Political Sciences faculties. While this composition makes the sample not representative of all university students, it still provides valuable insights into the media habits of this specific group.
The study revealed a clear preference for new media over traditional media, especially for news and information. Although television, both generalist and pay-TV, remains the most consumed medium, there is a growing disaffection (18% of the sample for generalist TV and 16% for pay-TV rarely or never watch TV) and its primary use is for entertainment: the most watched programs are films and TV series (75%), while news and newscasts are followed by 60% of respondents and only 18% of the sample watches investigative and in-depth programs.
