Why young consumers adopt interactive technologies

Purpose The purpose of this paper is to provide an explanation for why young consumers adopt interactive technologies. Design/methodology/approach The data analysed in this paper was taken from a series of in‐depth interviews and two online surveys initially conducted for the 2005 and 2006 Lifelounge Urban Market Reports. Findings The results suggest that five key values held by young consumers explain their adoption of interactive technologies. Following the explanation of each finding is a vignette of how the social networking site MySpace utilises interactive technologies to enable young consumers to convey their values. Originality/value This paper fills a gap in the literature by providing a values‐based structure of why young consumers adopt interactive technologies.