Aspects of Communication in the Digital Literacy of Generation Y in the Region
Aspects of Communication in the Digital Literacy of Generation Y in the Region

Summary/Abstract: This paper deals with digital literacy, which helps develop generation Y’s skills and competencies.The aim of this paper is, based on a questionnaire survey, to obtain information on the digital literacy of Generation Y in the Trenčín region (Slovak Republic) and the Zlín region (CzechRepublic) and whether these regions help to increase Generation Y´s digital competences.Also, analyse and compare specific survey results in each region and, based on the obtained data, prepare recommendations that would be generally applicable not only for the selected regions from the survey but also for other regions. Before starting our marketing research, we set research questions and hypotheses, which we justify and statistically verify in this article’s empirical part. Based on our findings, there is no statistically significant relationship between sex and learning new digital media of Generation Y. According to our findings, Generation Yis interested in learning about digital media, but none of the regions studied offers sufficient development opportunities.

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