ABSTRACT

Our country, one of the leading electronic nations, will see the e-business market booming to some US$4.3bil by year 2003 and showing positive sign for the new media to grow; 1.5 million internet users and ranked 12^th in the world. The Next Generation (NG) as defined by Tapscott, (1998) as those born between 1977 and 1997 and growing up in a digital environment is made up of approximately 53% of the country’s population, demographically showing a vast potential for the new media for advertising. No matter how, many advertisers are still keeping a watchful eye on how to use the NET to their advantage. The focus for this research is on the NG adoption level of internet as a new advertising media, their internet behaviour and media habits before and after using the internet. The research is completed using self-administered questionnaire among the NG in the vicinity of Klang Valley and Nilai, Negeri Sembilan where a total of 120 survey forms were distributed with a response rate 90.8%. For the primary purpose of this research, hypotheses significant test shows that the NG is currently still in the awareness level in the process of adopting the media for advertising. Then again, other strong indication showing the NG interest in the media for advertising and it will possibly move towards the interest level in the near future. Strong evidence is also demonstrated by the NG through the five characteristics that effect the rate of adoption in finally adopting the media for advertising. The findings measured by the marketing media Cube revealed weak opinions in personalization and interactivity features found in internet ads. Nevertheless, the sensory stimulation was rated highly by the Net Generation. Even though this does not justify its great potential, however, it is further supported by environmental and social factors and the increase number of internet users which is estimated to reach 4.7mil by 2003, the media will potentially grow to greater heights for advertising needs. The NG is general sees the internet as a fun place and in the process of encouraging the NG towards adopting the media for advertising, advertisers should put more attention and effort in banner and website content. The day when the NG will finally adopt the internet as an advertising media, will be a day when they who click on a banner can convincingly expect an interesting content on the other side.

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Bachelor of Arts (Hons) In Marketing

December 1999

Number 47