engleski

Consumer Мedia Habits of Emerging Adults vs. Media Investment Trends of Companies during Covid-19

This paper analyzes the habits of media usage by the consumers in the period during the Covid-19 pandemic on one side, and the trends of investment in different media for marketing purposes, on the other. The analysis was conducted through online questionnaires (via Google forms) on a sample of 284 respondents from the generation Z (emerging adults). This paper puts accent on two types of media - television as traditional media and Facebook as social media. The results show that most of the respondents have used both media - TV as well as Facebook for communication with companies, in the last six months in the pandemic. Regarding the relative importance of the media for advertising, the respondents consider social media to be more important media for advertising when compared to TV. Usage characteristics show that 57.4% of emerging adults use TV on daily basis, mostly an hour per day, while 89.9% use Facebook every day, at least two hours per day. On the other side, according to the existing empirical data, during the pandemic, most of the companies have invested more in social vs. traditional media for their marketing activities, thus keeping in line with current market trends. Considering the analysis of consumers’ preferences, this paper can assist the companies in making informed and better marketing investment decisions in the ongoing and future crisis.

marketing ; investment ; consumers ; media ; respondents ; TV ; Facebook

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