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The Youth and Young Adult market is more than just the 18-26 demographic. It’s a life phase. And we call those ultra savvy young adults YAYAs. As these young adults constantly pass into and out of this life phase, so to do the lifestyles, habits, trends, media consumption and technology choices of YAYAs. Their choices offer insights into what’s next in culture, media, and technology for consumers of all ages.

Over the past decade, publishers across the world have been concerned about declining rates of newspaper readership among young people. Among the newspaper community – national newspaper associations, newspaper-in-education committees, and academics - there is much debate about why this is happening and how to address the issue. Are young people interested in news and information? How does technology affect their daily media consumption? What rituals do they associate with newspaper readership? What has been lacking, up until this point, has been a consistent, global approach to the issue.