Beta
145550

New Tendencies in Media Consumption Behavior:

Article

Last updated: 04 Jan 2025

Subjects

-

Tags

-

Abstract

The advancement of media technology in recent years has produced an enormous shift in the way the youth engage with media. The mobility of media devices and fusion of interpersonal and mass communication have drastically altered the youth's media habits and the time they spend consuming the media. Utilizing the recent developments in the uses and gratifications theory (UGT), this research investigates the influence of people's needs and goals on their adoption of new technology and media consumption behavior. Analyzing the media habits of 161 students, the study reveals many interesting findings. To mention a few, results indicate that young people log on the internet more than they watch television. Except for the phones which the youth carry with them at all times, young people have a clear preference for a specific medium (radio, computer, or television) depending on the daypart. They listen to the radio in the morning, log on their computers in the afternoon, and mostly watch television in the evening. MBC is the respondents' favorite television network, YouTube is their preferred video-streaming website, and “Sahebat El-Sa3ada is their most cherished television program. Young people hardly watch news; in fact, they only attend to news if it is presented in satire format or if it is visually stimulating. Talk-shows are not a popular genre for the youth. Chatting on WhatsApp and social networking on Facebook are the activities consuming the most time on any day, with three hours on average. The paper provides useful insight that can serve policy makers, media strategists, advertisers, and sociology scientists.

DOI

10.21608/ejsrt.2019.145550

Keywords

Egyptian Affluent Youth, uses and gratification, social media, advertising, consumption behavior, media habits

Authors

First Name

Eman

Last Name

Mosharafa

MiddleName

-

Affiliation

Assistant Professor , October University of Modern Sciences and Arts

Email

-

City

-

Orcid

-

Volume

2019

Article Issue

17

Related Issue

21478

Issue Date

2019-01-01

Receive Date

2021-02-01

Publish Date

2019-01-01

Page Start

29

Page End

58

Print ISSN

2356-X914

Online ISSN

2682-4663

Link

https://ejsrt.journals.ekb.eg/article_145550.html

Detail API

https://ejsrt.journals.ekb.eg/service?article_code=145550

Order

13

Type

المقالة الأصلية

Type Code

1,254

Publication Type

Journal

Publication Title

المجلة العلمية لبحوث الإذاعة والتلفزيون

Publication Link

https://ejsrt.journals.ekb.eg/

MainTitle

New Tendencies in Media Consumption Behavior:

Details

Type

Article

Created At

22 Jan 2023