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 third part 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 3 – 41 to 55 yrs: We love traditional media
This mature adult generation is connected through more traditional media like PC (76%) and/or LapTop (72%), while tablet (33%) and smart phone use (40) are less frequently used. Only 17% of this generation owns a 4 digital devices and is less connected through multiple devices, and 5% doesn’t own any of these digital devices to connect with the digital society. How will this affect the media use of this generation?
We grew up with paper newspapers
This is a generation that grew up with newspapers. 52% admits to read a newspaper daily, while only 7% says to never read a newspaper. All newspaper readers, both frequent and less frequent readers, prefer a paper version over any other digital version. Even if they own a tablet or smart phone, more than 50% of daily readers prefer a paper newspaper over the digital one.
Magazines in troubled water
Only 43% of this generation says they read a magazine on weekly basis, while 17% claim to never read a magazine. For a generation in love with traditional media, I find these numbers staggering! No need to point out, that this generation prefers its magazines in paper (94% – n=66, weekly readers). Only 6% says to turn to a digital version of a magazine. It’s obvious that magazines are in need of a new business model, building them from the ground up…to serve any (new?) audience!
Television is our middle name
78% of this generation watches television on daily basis…television is definitely part of this generation’s (free time) culture. Only 1 person claims to never watch television. 100% of daily viewers prefers watching television through a traditional television, while the use of any other digital device for television watching is negligible. If asked for mobile device usage while watching television only 18% say they do. So this generation are dedicated TV viewers, who limit their attention span almost solely to the TV experience. Less than 10% says to engage through social media to interact with Television channels or show.
Own Survey – https://docs.google.com/spreadsheet/viewform?formkey=dG5TRGo0eTdmOFdrQWsxanpFY0lPVmc6MQ#gid=0
Image – http://klfp.org/2010/10/optimal-reality-why-our-generation-and-law-students-dig-reality-tv/