South Africa, June 15 -- Caxton Media's most recent national ROOTS consumer survey shows that while young people are highly digital, they move seamlessly between print, digital, social, retail environments and local news.

"South African youth are not media loyal but rather platform fluid, which means brands wanting to reach them need to show up in that way too. ROOTS data points to interesting movements in how young consumers shop and their sources of brand information before making purchases. A very clear picture is emerging of this influential market's media habits and how to tap into them," says Lynne Krog, Head of Research at Spark Media, Caxton Media.

According to ROOTS, readership of local newspapers among 18-24-year-olds has incr...