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Media Consumption Trends: Comparing Millennials and Generation Z

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  • Hadiza Isa Wada

    (Kaduna State University, Kaduna, Nigeria)

Abstract

This study compared and analyzed the preferences and practices of two generations of news and information seekers. The two generations are the millennials born between 1980 to 1999 (now 20-39 years old) and generation Z, born at the turn of the century 2000-date (19 years and below). With the proliferation of misinformation, disinformation and fake news overshadowing professional media, the purpose is to identify consumption trends across these two generations as well as learning whether these generation of future leaders and decision makers are equipping themselves with reliable information from professional media sources in order to build a sound knowledge base. The respondents’ media preference and use was therefore studied. Survey method was employed, to gather the necessary data retrieved from 300 questionnaires distributed. The results show the older generation, millennials, exhibit more confidence in their sources (Radio and Television being most popular) at 42% and only 9% getting some information off social media, versus generation Z with highest percentage using internet as news source at 54%, and 23.5% using social media. The study revealed an obvious trend among the generation Z for increasing use of new media and social media as news sources, even as they revealed that they cannot guarantee their sources’ reliability.

Suggested Citation

  • Hadiza Isa Wada, 2019. "Media Consumption Trends: Comparing Millennials and Generation Z," Proceedings of the 15th International RAIS Conference, November 6-7, 2019 008HW, Research Association for Interdisciplinary Studies.
    • Handle: RePEc:smo:ipaper:008hw
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    Keywords

    new media; generation Z and millennials; media gratification;
    All these keywords.

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