Most young people today are digital natives where the use of
new media, is issued by the participation in a creative way and
with a high degree of interaction. The emergence of tools
making it easy without having high digital skills, has led the
grown of prosumers. The aim of the paper is the analysis of the
different profiles of this typology of users within the Madrid
universities and its interest is settle not only to inquire about
the convergent use of technology but also if their interests and
motivations really focus on the consumption of new media
content or if they participate in a creative way through new
technologies, establishing new patterns that enhance
interactivity and new business models in media.
