Based on a 4-year longitudinal analysis of social media and mobile phone users in a Midwest US market, this study differentiates news content engagement from news medium engagement, proposes four levels of news engagement, and compares how social media and mobile media differ in their effects on engagement in news content and news medium between the general population and college students. The analysis shows a steady decline in the interest in political news but not in other types of news. Total news consumption time gradually declined among the general population, and the gap between general population and students diminished over time. Social media use positively predicts total news consumption time. Predictors of news engagement differ for different levels of news engagement.

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This study extends Uses and Gratifications theory by examining the uses and gratifications of a new technological device, the tablet computer, and investigating the differential uses and gratifications of tablet computers across the life-span. First, we utilized a six-week tablet training intervention to adapt and extend existing measures to the tablet as a technological device. Next, we used paper-based and online surveys (N=847), we confirmed four main uses of tablets: 1) Information Seeking, 2) Relationship Maintenance, 3) Style, 4) Amusement and Killing time, and added one additional use category 5) Organization. We discovered differences among the five main uses of tablets across the life-span, with older adults using tablets the least overall. Builders, Boomers, GenX and GenY all reported the highest means for information seeking. Finally, we used a structural equation model to examine how uses and gratifications predicts hours of tablet use. The study provides limitations and suggestions for future research and marketers. In particular, this study offers insight to the relevancy of theory as it applies to particular information and communication technologies and consideration of how different periods in the life-span affect tablet motivations.

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Purpose This study aims to examine the difference between personalized and non-personalized recommendations in influencing YouTube users’ video choices. In addition, whether men and women have a significant difference in using recommendations was compared and the predictors of recommendation video use frequency were explored. Design/methodology/approach A survey of 524 Saudi Arabia college students was conducted using computer-assisted self-administered interviews to collect their video recommendation sources and how likely they follow the recommendation from different sources. Findings Video links posted on social media used by the digital natives were found as the most effective form of recommendation shows that social approval is important in influencing trials. Recommendations can succeed in both personalized and non-personalized ways. Personalized recommendations as in YouTube recommended videos are almost the same as friends and family’s non-personalized posting of video links on social media in convincing people to watch the videos. Contrary to expectations, Saudi men college students are more likely to use recommendations than women students. Research limitations/implications The use of a non-probability sample is a major limitation and self-reported frequency may result in over- or under-estimation of video use. Practical implications Marketers will realize that they may not need the personalized recommendation from the large site. They can use social media recommendations by the consumers’ friends and family. E-mail is the worst platform for a recommendation. Social implications Recommendation is a credible source and can overcome the avoidance of advertising. Its influence on consumers will be increasing in years to come with the algorithmic recommendation and social media use. Originality/value This is the first study to compare the influence of different online recommendation sources and compare personalized and non-personalized recommendations. As recommendation is growing more and more important with algorithm development online, the study results have high reference values to marketers in Islamic countries and beyond.