Published in 2006 Volume one explores the changing relationship ’20 something’ Australians have with media - revealing a generation who has started consuming media and becoming involved in communications in radically new ways.

This research offers four recommendations when it comes to planning communications for this age group:

1. Control - Invite opportunities for audiences to take control and create

2. Experience - Provide your audience real ways to get involved with the brand

3. Involve - Embrace the empowered audience’s desire to share opinion

4. Entertain - Find the right balance between entertainment and information

For more detailed findings, including the growing influence of technology, popular culture, reality TV, celebrity and more, download the full report here.