Picture of two heads

Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

Discover more...

Following the yellow brick road - young adults' experiences of the information super-highway

Grant, Ian C. and Waite, Kathryn (2003) Following the yellow brick road - young adults' experiences of the information super-highway. Qualitative Market Research: An International Journal, 6 (1). pp. 48-57. ISSN 1352-2752

Full text not available in this repository. (Request a copy from the Strathclyde author)

Abstract

This paper uses the metaphor of the movie classic the Wizard of Oz to represent the online experiences of young adults. Just like the twister that turns Dorothy's world upside, down the Internet has arrived to transform our black and white lives into the Technicolor hyper-reality of the Land of Oz. What are the consequences for young Dorothies of today when they explore the yellow brick information superhighway? Phenomenologically informed qualitative research was used to explore the Internet experiences of older adolescents and young adults. The findings identify, financial, temporal, social, logistical and emotional barriers and indicate that although the Internet is an intrinsic facet of young adults' lives, it falls well short of an obsession. The implications are that marketing practitioners need to pay closer attention to the genuine fears and concerns directed at the Internet rather than assuming that young adults' responses are enthusiastic and positive.