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 the second of my 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 2 – 26 to 40 yrs: We use digital median=163
All young adults have access to digital media, nobody doesn’t have access through a PC, LapTop, Tablet nor Smartphone. 24% of these category has access with all devices. The fact that these young adults work will probably explain why almost 25% has all devices in his possession. 72% owns a Smartphone, 42% owns a Tablet and 34% has both mobile devices. How does this possession of digital devices affect traditional media consumption?
43% reads a daily newspaper, while only 6% claims to never read a newspaper. If we take a closer look on how this generation reads its newspaper, we see that they don’t have a specific favor for a paper version. 27% en 31% prefer reading their newspaper through the app on their mobile device or on the website (viewed on a LapTop or PC), while “only” 34% reads a paper version of the daily news.
When they read their newspaper less frequently the preference for a paper version rises (97% of weekend readers prefer a paper version.)
We read magazines, but will this be enough?
This generation still reads magazines, only 15% claims to never read a magazine. 37% even admits to read a magazine on weekly basis. Young adults absolutely prefer the paper version of this magazine (70%) (Even a staggering 90% of heavy magazine readers (n=66) prefer a paper magazine). The digital offer of magazines doesn’t serve this audience. Magazines shure have some challenges ahead (to survive?)!
We still grew up with (traditional) television
67% of this generation watches television on daily basis, using a traditional television (97% of daily viewers uses a traditional television set to watch television). Of those daily viewers 60% uses its mobile device (Smart phone of Tablet) while watching television, but only 10% of this young adults claims to interact through social media with Television channels/shows. Even less viewers (8%) say they use second screen apps to interact with a television show. Less intensive viewers have similar habits in this generation.