Digital consumer behaviour: insights into the perceptions of late adolescents' consumption of digital media on cognitive health.

Objectives: Digital media has become an indispensable facet of adolescents' everyday lives, playing a crucial role in their daily routines, encompassing various activities such as accessing information, accomplishing academic tasks, and facilitating interpersonal communication. Literature evidence on the effects of digital media on cognitive health is bi-directional, having both positive and negative impacts. The present research aimed to explore the perceptions of digital media consumption on cognitive health in late adolescents between the age of 17 and 21 years.

Methods: A self-reported online survey was administered to 173 adolescents, and the data were analysed using statistical software (SPSS 17).

Results: The findings revealed that some late adolescents recognize the importance of cognition in their daily activities and health, particularly for activities focused on cognitive, academic, personal, and social skills. Mobile phones, laptops, and television were the most commonly preferred gadgets, while e-pads, Alexa, smartwatches, Kindle, tablets, and play stations were less preferred. Interestingly, a high proportion of participants reported neutral perceptions of digital media's influence on cognitive health, highlighting the need to create awareness and educate late adolescents on healthy digital media consumption.

Conclusions: The findings hold significant implications for the development of comprehensive guidelines and evidence-based recommendations for digital media usage among late adolescents. Additionally, the research sheds light on the strategies adopted by adolescents to regulate and optimize their consumption of digital media, thereby providing valuable insights into effective practices and potential areas for improvement.