engleski

Digital Video Generation and their Viewing Habits: Content and Gender Identity

Just as many other Millennial traits, media consumption habits of Generations Y (and Z) are widely examined and partially blamed for the decline of traditional media. In this paper, based on uses and generation research perspective, authors provide data of video viewing and news consuming habits of the tech savvy and digitally native generations and cross tabulate their results with their gender identity in order to see if there are any differences in content consummation of Gen Y and Gen Z cohorts considering the respondents’ gender identity. The purposely chosen sample consisted of 126 technologically knowledgeable and oriented members of the surveyed generations, whose responses are compared to the previous gender-related research results. Our results show that technology acceptance does not significantly differ concerning the respondents’ gender identity, but that there is a significant difference in gender- oriented appeal of consumed content.

digital video ; gender ; Generations Y & Z ; viewing habits

nije evidentirano