The relationship between traditional and digital media as an influence on generational consumer preference

Abstract

Marketers, advertisers and media planners often turn to reliable data on target markets to make decisions regarding the selection and use of media, allowing practitioners to communicate the message optimally and cost-effectively to the target audience. Decisions in media planning and media selection are only possible if information on media use patterns is up-to-date. Hence, understanding media consumers allows marketers to tailor specifically to a target market. This article presents an initial inquiry into preferences between traditional media and digital (online) media. With a better understanding of consumer preference between traditional and digital media platforms, practitioners could significantly improve media allocation. By applying a uses and gratifications approach to the concept of media use, the author conducted a crosssectional questionnaire survey (n=558). A t-test analysis of the findings indicated a significant difference in time spent on traditional media (m=3.60) over time spent on digital media (m=2.63) (t(555) = 20.73, p < .05). The results revealed differential patterns across different media (traditional and digital); differences are most often based on the demographic variables. The data indicated that statistically significant differences in media consumed are more a function of whether or not people are employed and have completed their studies than age group per se. Accurate audience measurement remains complex due to media consumers' mobility and wide variety in the media environment. However, the findings can be used as a guideline for media planners and advertising agencies when planning to target an exact audience at the right time on the right platform.

The Influence of Sociological Variables on Users’ Feelings about Programmatic Advertising and the Use of Ad-Blockers

“…In line with the results of [33], male respondents had a more negative opinion of programmatic advertising (see also [34,36]). The groups who valued programmatic advertising most negatively were the unemployed and retired, which contradicts the results of several other studies that reported that these negative feelings were given by respondents who were employed in companies [35,37]. The participants over 45 years old used ad-blockers most frequently, as did the youngest age group between 14 and 24 years old.…”

“…Another study concluded that adults were more interested in digital signage, a form of advertising, than young people [34]. Young people were reported to use ad-blockers less than older people [28,35]. The following hypotheses were formulated using this information: Hypothesis 1 (H1).…”

“…As suggested by several studies such as [35], another important factor that influences the user's feeling that advertising is annoying is their level of education. One of the papers reviewed concluded that education influences the amount a user is willing to pay to remove advertising [37].…”

“…With regard to occupation, one study concluded that employed people used more digital media than others, which means that they are more prone to invasive advertising [35]. Employed people have more purchasing power and this was found to influence the amount a user was willing to pay to remove advertisements [37].…”

Consumer Preference on Food Delivery Services Before and After the COVID-19 Outbreak

“…Consumer preference is also closely related to the propaganda by the media. According to Nhedzi's study on consumer preference between traditional and digital media, the data shows that more and more people have become more open-minded toward new service forms [2]. This study also suggested that the reformation of traditional media lets people spend more time on these digital platforms, which also means that digital media's content has become increasingly important in people's minds.…”