Abstract:
Generation Y consumers have become an important consumer group and, as a result, their
perceptions of media credibility has become an important issue for many organisations and
media planners. This study explores the credibility of traditional media advertising versus new
media advertising, the credibility of broadcast-media advertising versus print-media advertising,
the credibility of cellphone advertising versus Internet advertising, and the relationship between
the credibility of Internet advertising and likelihood of Generation Y consumers shopping online.
The target audience comprises students between the ages of 18 and 30 years at one of the
largest residential universities in South Africa. Convenience sampling was used and a total of
1 345 questionnaires were completed. Some of the results indicate that Generation Y consumers
rate the credibility of traditional media higher than new media and that print media has higher
credibility ratings compared with broadcast media.
