¿De qué me sirven los YouTubers e Instagramers? Preferencias de los adolescentes en España

In the current digital ecosystem, the content and practices generated by networks such as YouTube or Instagram have facilitated the emergence of a type of influencer or (micro) celebrity that, in addition to generating business (Vizcaíno-Verdú et al., 2019), offers models of authenticity and styles of life, narratives and influences between the Millennial and Centennial generations that need to be analyzed from the perspective of the young users themselves. To this end, we present the results of an unpublished mixed methodology research carried out in Spain that has collected the opinions of adolescents and young people (12-18 years old) from the autonomous communities of Catalonia, the Balearic Islands and the Basque Country from a sample of 2,749 questionnaires (and nine focus groups) during 2021, including the period affected by Covid19. The quantitative results allow us to observe which platforms they prefer, the reasons for their preference, their acceptance or rejection of certain communicative elements, as well as the characteristics that seem to create a trend and favor their engagement towards the influencers they prefer.