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Young men’s media landscaping report

In-depth research on emerging trends, challenges, and opportunities
Aaron Smith, Zac Seidler, Simon Rice
Publisher
Digital platforms Digital media Electronic games Consumer behaviour Digital literacy Behavioural insights Men's health Adolescents Men Canada United States of America Australia New Zealand Ireland United Kingdom
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download linkYoung men’s media landscaping report 3.18 MB
Description

Young men increasingly inhabit their own unique digital ecosystems, navigating and consuming an immense volume of information and content every day. This report explores online data from 3,783 young men aged 12 to 17 years old across six countries: the United States (US), the United Kingdom (UK), Australia, New Zealand, Ireland and Canada. It provides a comprehensive, nationally representative map of young men’s digital ecosystems and key emergent trends, including the rise of podcasts and the increasing prominence of artificial intelligence in dating and relationships.

The objectives of the report are twofold.

  1. Provide an in-depth overview of young men’s online lives, needs and habits.
  2. Deliver timely, evidence-based and actionable insights that researchers, policymakers and practitioners can use to connect online beliefs and behaviours to relevant health issues facing young men.

Key findings

  1. Young men spend the majority of their online time gaming, with 88% playing video games at least once per week.
  2. Just over half of young men (57%) say they do not understand how platforms decide what to show them and a similar proportion (53%) want more control over the content they see.
  3. Nearly half of young men (49%) report listening to podcasts at least once per week, largely for entertainment and learning affordances.
  4. Parents serve as a trusted source for health and relationship advice, and often act as online activity regulators.
  5. One in ten young men use dating apps or websites. This low rate aligns with platform regulations.
  6. Around two-thirds of young men (66%) now use ChatGPT.
  7. Platform engagement varies moderately across different socioeconomic groups.
Publication Details
Access Rights Type:
open