1019 people were surveyed during the last 6 weeks by my students Digital Culture (Cross Media Management @ University College Karel de Grote – Antwerp) on their (digital) media ownership and usage. Today I’m launching a series of (daily) updates with the results of this survey. The first parts are the results per age category, my 5th and last update will contain overall results!
Part 1 – 16 – 25 year olds: We own digital media!
All 16-25 yrs are connected with digital one way or the other. 0% of this generation doesn’t have a PC, Lap Top, Tablet or Smart Phone, but only 20% own all of these media devices, and 60% off them owns a smart phone. One thing is for shure 16 – 25 yrs are connected and have access to digital media (device).
If we take a closer look on how they access newspapers, magazines and television (traditional media) we see a different kind of story.
Newspapers aren’t dead yet!
Youth does read newspapers, but only 32% reads newspapers on a daily basis, while 7% doesn’t read any newspaper at all. Those who read newspapers daily prefer paper newspapers (37%) over digital versions (31% uses the website on their PC or LapTop and 25% uses an app on their smart phone or tablet). The preference for the paper version is confirmed in the other categories of newspaper reading intensity.
Magazines are (almost)!
32% of these youngsters also read magazines on weekly basis, but 61% says they never read any magazine! Those who read magazines are loyal, but most of 16-25 yrs aren’t interested in magazines anymore! The how and the why wasn’t subject of this survey but will be part of the next!
Even more than newspapers youth prefers its magazines in a paper version (87%). For the moment digital versions through apps or website aren’t servicing the needs of these generation.
Addicted to the screen(s)
57% of the responding youngsters watches television daily, while only 1% said to never watch television. This generation still loves watching (ordinary) television using a traditional television (90% of daily users). But if we analyze the less frequent viewers, we see those young people also watching television using their laptop. (In the category “only watching television once a week” 46% said to watch television using a laptop, while 30% used a classic television (n=26).)
But those heavy TV users (n=283) aren’t only watching television, 70% is using its mobile device (tablet or smart phone) while they’re watching television shows. (If we only look a those people who own a smart phone or tablet this is 81%). So television doesn’t have the sole attention of this viewers anymore!
If asked for second screen apps and interaction with television shows or channels they’re watching, 92% says they don’t interact with the TV show they are viewing. 28%/19% says he/she uses Facebook/Twitter to connect with a television show or channel.
Own Survey – https://docs.google.com/spreadsheet/viewform?formkey=dG5TRGo0eTdmOFdrQWsxanpFY0lPVmc6MQ#gid=0
Image – http://www.kqed.org/news/story/2012/10/26/110184/the_future_of_short_attention_span_theater?source=npr&category=technology