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 fourth part of my daily updates with the results of this survey. The first parts are the results per age category, my 6th and last update will contain overall results!
Part 4 – +55 yrs: We are traditional media
This generation of +55 didn’t grew up in a digital and connected society, and this shows in the result of digital media ownership. Only 58% owns a PC, 59% owns a LapTop, 16% owns a tablet and 25% owns a smart phone. A small minority of 9% says to own all 4 devices.
It’s a fact that this media usage will have an influence on the traditional media use! Let’s have a closer look how!
We are newspapers
67% of the responding +55 says they read a daily newspaper, while only 10% never reads a newspaper. It’s obvious this generation grew up with traditional newspapers. 90% of those daily newspaper readers (n=67) prefer a traditional paper version of their daily over a digital version. When looking into other reading intensity categories I see similar (or even higher) numbers…This generation loves the paper feel.
We love magazines
These babyboomers still love reading a magazine. 53% says they read a magazine on weekly basis, while only 19% admits to never read a magazine. Needles to say they prefer a paper magazine over a digital one. 95% of those people who read magazines (n=81) claims to read a paper version. No surprise, if you ask me!
Television is our close friend
80% watches television every day. With only 1% who don’t watch television, this is a generation which keeps its television close. 99% (n=99) only watches television on a television set, with almost no distraction. Although this isn’t a highly connected generation 30% (n=58) claims to use a tablet or smart phone while watching television (so again 1/3 of this generation divides its attention over both watching television and mobile devices. Only a small part of this generation connect through social media with television channels or shows (only 27% say they do, with 62% not being active on social media at all!)
Own survey – https://docs.google.com/spreadsheet/viewform?formkey=dG5TRGo0eTdmOFdrQWsxanpFY0lPVmc6MQ#gid=0