South Africa’s youth are mobile-savvy and participative

(Source: HDI Youth Marketeers)

(Source: HDI Youth Marketeers)

At mLearning Africa I blogged about the results of the fifth annual Sunday Times Generation Next Study. The study, conducted by HDI Youth Marketeers in conjunction with Monash University (South Africa), polled 5,272 South African youth about their brand preferences and consumer behaviour.

What is clear from the study is that youth like to be connected, entertained and to participate (consume and produce content). The mobile phone is at the heart of this behaviour — which has implications for teaching and learning in the 21st century.

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