Leisure Activities Among Young Generation Marketing Essay

Leisure Activities Among Young Generation Marketing Essay What is mobilecasting? According to the research that because of the speed of internet, mobilecasting comes to satisfy public instead of podcasting and it is the combination of podcasting and mobile phone (Marriott, 2006). More and more people using their mobile phone as a video player, and mobilecasting is a media that can transfer podcast file to mobile phone (Pros and cons, 2007). Podcasting is a way that people can listen to music or watch video by using internet (podium tell your,). As we know that YouTube is an example of mobilecasting (Lewin, 2008). Started from year 2008, people can watch tens of millions video by using their mobile phone (Lewin, 2008). Indeed, mobilecasting is just a function of mobile phone and the mobile phone cannot survive without this function. Leisure activities can be the activities that people doing during their free time, this is not such thing like housework or sleep, but as a reason for relaxing, growth or compete (Definitions of leisure,,). This may include reading, sports and gaming with friends. And also leisure activities may not take the time while working or educating (Definitions of leisure,,). Leisure activities may be a central to communicate with people; it can make people to be a part of social life (Coyle, Ph, Shank Ed). Leisure activities also can be a way to make people being healthy. As a young generation I think that, mobilecasting is already mixed in our daily life. In this time, almost everyone will have internet on mobile, once it connects then we are already using mobilecasting. Its like the notification from Facebook or daily news on mobile phone. What young generation usually use is Facebook chatting, Twitter or YouTube. Leisure activities for us are more like a reason to gather together with friends. Even thought have some kinds of activities can done alone, but its also a chance to go outdoor and have a look with outside views. At the same time, doing leisure activities is the time for us to keep away from internet and enjoy the life. But most of us would prefer hanging out or reading instead of doing sports. From old time until now, mobile phone has successfully transferred from a phone to a device (Ivanovic, 2011). The first mobile phone in this world weight 2kg and the life of battery only can handle 20 minutes(Dialing for development:, 2010). By the time passed, mobile phone has also improved. From the radio system started using in mobile phone, and mobile radiophone service came in, till the wireless in mobile, more and more devices can be used in mobile phone (Lenhart, Ling, Campbell Purcell, 2010). At the first time, the uses of mobile phone are for people easy to communicate with, but it seems like mobile phones are getting harder and harder to use (History of cell,). Mobile phones have developed from a phone to a device. What a mobile phone can do now is not only text message or have a call, but also has internet, radio and 25 channels in a phone (History of cell,). As what Ivanovic (2011) reported, the early device of mobile phone is wirelessly and only support few conversation s, but now the mobile device system is using highly control system. A mobile phone is a gateway, and oftentimes the only means to knowledge, entertainment and communications for people in emerging markets. They have become vital to the lives and businesses of the people that use them.  Said by Nokia. Different young people have the different interests, and also different generation are playing the different games. But what most of young people will do is like hanging out with friends, joining any parties, playing computer games or some network socializing (Raising Children Network, 2011). There has a research among young people in Canada during 1980s, and it shows one and half 65% of them spending their leisure time to do physical activities and 30% of them will use their leisure time to take a lesson (A look at, 1988). In year 2011, young people in the age 15 to 19 will only spend 1.7 hours of their leisure time at outdoor activities, and most of time they are doing activities by using media (American time use, 2012). By the developing of technology, young people spend more time in media than activities, such as listen to music on iPod or communicate with friends on the facebook (Rahim, Kadir, Azmizah, Helma Chang, 2011). In Malaysia, their have a group of jounalist did a resea rch in Kuala Lumpur among youth about their leisure time using. The research shows that people spend most their leisure time on using internet, young people shoulf have a lot of energy in participate sports but they didnt. At the same time, most of them non-participated in active time are because of the internet media. Compares to those western countries, the youth in Malaysia spend less leisure time on activities, only 4 to 5 hours they spend on leisure activities, but the youth in North America spend up to 8 hours in leisure activities (Rahim et al., 2011). Statement of the Research Problem By the time that more and more youth get their mobile phone, the usage of mobilecasting is increasing. According to the survey which is done by a toy company Leapfrog, two third of children now own a mobile device (Barnett, 2012). At the same time, there are some problems with youth to use mobilecasting. Mobile phone is like drug and alcohol; it can influence childrens brain and make them cant stop playing it (Ann Louise Gittleman). There have two children were using mobile phone up to 6 hours a day, this cause mobile phone addiction so that the parents send them to mental health clinic (Tibbetts, 2008). Their even have some young teens risk for their mobile phone, they would even hurt themselves but not let the phone getting hurt. They treat the mobile phones as their beloved, which we can find how important the mobile phone is (Belkin, 2012). As children spend too much time on mobile device, its not only cause addiction, but also influence the healthy and study (Bond). According to the research done by Lenhart et al. (2010), mobile phone users have limited face to face communication time with their families. Around 70% of teens like to text friends instead of face to face communicate, what they think is they can socialize and improve friendship with friends by texting (Lenhart et al., 2010). We can find a very common scene in our daily life, which is a group of friend sitting together have a meal but without taking. How do they communicate? By using mobile phone. Young generations leisure activity time is getting influenced by the usage of mobile phone (Physical and social, 2011). BBC NEWS (2009) has reported that children only need 1 hour spend on exercise in daily life, but they dont even do it. So, how will mobilecasting influence young generations life in further time? Purpose of Research Uses and gratifications approach which suggests that adoption behaviour results from the formation of specific intention which under volitional control that is produced by beliefs, attitudes and intentions towards behaviour. In this study, correlation between mobilecasting usage and leisure activities among young generation will be tested based on personal factor (personal preferences) and subjective norm (social influence). This lays the groundwork for understanding the adoption of uses and gratifications of mobilecasting usage among young generation. A quantitative survey research using questionnaires method will be conducted by developing closed-ended questions to determine the frequency and percentage of respondents feedbacks. Sample size for this research is N=200 which consists of teenager age ranging from 15 to 25 with tertiary education located in Klang Valley. This study may yield new insights into studying young generations behaviour and interests toward the usage of mobile casting and leisure activities which is regarded as part of a new emerging trendy medium in website industry.  Ã‚   Research Objectives The objective of this research is among young generation. By the developing of technology, people cannot live without media, and mobile phones become a part of our life. At the same time, there are many problems with young people using mobilecasting. While the increasing of mobilecasting usage, the hours of leisure activities will be decreased. Specifically the research objectives are as below: To determine the relationship in between the motivation of mobilecasting usage and the mobilecasting usage pattern among young generation. To examine the relationship in between mobilecasting usage pattern and leisure activities among young generation. To examine the relationship in between the mobilecasting usage pattern and the uses of mobilecasting among young generation. To determine the relationship in between the uses of mobilecasting and the gratification of mobilecasting usage among young generation. Significance of the Study In this project, we can find that all these researches are related. During the research, there have many key words like mobilecasting, mobile phone or mobile device, and we can find there have some same point within these three words. There are also kinds of point like ones increasing the other one will be decreasing, such as the usage of mobilecasting and leisure activitiy time. We also complete the research step by step, only after we get ones information, then we can start doing the followed one. This research is also a contribution to the study of communication and social science. We can find that how young generation communication with each other and why do they being like this way. We can also getting to know the influences of media in our life. The development of mobile phone is also a big issue of how mobile phone getting into our daily life. Student can get this information to use as example in their study. The significance of this research for industry is getting to know what do the young generation need. Since young people are so much different from old time, so that for industries they can have the improvement of new product and new strategies. Like technologic company can come out with the updated phone model, and for those outdoor activity business will know how to come out with new idea. Government through this research should know that the problem with the young people and can control the bad influence by their power. Young generation should be active and full of energy, but not like what the research shows spend their leisure time on mobile devices. They should control the selling point of those mobile devices. For parents also can learn a lot from the study. The research shows the disadvantages of children use mobile phone, and by this time they can start to control the damage caused mobilecasting. Young generation themselves also be known that the damage of using too much mobile devices. They should know how important the social life is, and also the importance of doing outdoor activities.