Consumer Empowerment: il rapporto tra nuovi media e generazioni digitali

This paper discusses the key findings of a study aimed at investigating how the notion of consumer empowerment is declined by the younger generations in the daily relationship with new technologies and new media devices. For this purpose a survey was carried out ‐ through a closed‐ended questionnaire ‐ which involved a sample of 514 subjects, aged between 15 and 24. The survey paid particular attention to co‐creative dynamics and forms of participation related to the online world.