A youth-friendly environment

Two new studies have been released that dissect the media consumption and ad acceptance patterns of young adults. Contrary to popular assumption, young adults like magazines. What's more, they also look at ads on consumer-generated media sites.

The first, from comScore, shows younger people have a higher acceptance of ads that appear on consumer-generated sites than older folks. 41 percent of those between 18 and 34 are receptive to ads on UGC sites. That drops to 30 percent for those 25-54 and only 23 percent for visitors 55 and over.

This acceptance among younger visitors is in part a carryover of the trust they have in the site itself.

The second study shows young people are reading more print magazines than some might think, reports AdAge and MarketingCharts. The research from consulting firm McPheters & Co. shows young adults actually read more magazines than older people, just newer and different titles.

The survey shows readers 19 to 24 years old read an average of 18.3 magazine titles in the last six months. For 25 to 34 year olds that rises slightly to 18.9 percent. But 45 to 57 year olds report reading just 16.7 titles in that period and those over 65 read an average of just 14.

Young people also report reading more issues of the titles they most often picked up: Teen Vogue, CosmoGirl, Maxim and Stuff. Bridal publications and magazines about gaming, music and pregnancy were also popular.