The development of media use habits

From childhood to adults

Timo Kuula, Olli Kuusisto (Corresponding author), Anu Seisto

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

Abstract

In 2004 a study was carried out with young university students in the greater Helsinki metropolitan area of their media use habits. Eight years later, a new study was conducted with the same group. The methods for data collection were media diaries and semi-structured theme interviews. Based on the results, media use habits adopted at young age evolve and become stronger quite logically when growing up. Readiness to pay for content at young age seems to increase the willingness to pay for services in later phases of life as well. Work is time-consuming, thus time for leisure media use has decreased. Relationship and hobbies are affecting the media use as well. Mobile and easy-to-use services, such as Spotify, fit well in the life of the target group. Individuals want to maintain their habits and express their personality in the changing media environment. Refusing to use Facebook or favouring print media may be counter reactions, which are part of people's media use strategies. Understanding the motives for media usage is vital for generating interesting content that the consumers are ready to pay for.
Original languageEnglish
Title of host publicationProceedings of the 41st International Research Conference of iarigai
EditorsNils Enlund, Mladen Lovreček
Place of PublicationDarmstadt
PublisherIARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries
Pages129-132
ISBN (Electronic)978-3-9870704-0-2
ISBN (Print)978-3-9870704-0-3
Publication statusPublished - 2014
MoE publication typeA4 Article in a conference publication
Event41st International Research Conference of IARIGAI - Wales, United Kingdom
Duration: 7 Sep 201410 Sep 2014
Conference number: 41

Publication series

NameAdvances in Printing and Media Technology
PublisherIarigai
VolumeXLI
ISSN (Print)2409-4201

Conference

Conference41st International Research Conference of IARIGAI
CountryUnited Kingdom
CityWales
Period7/09/1410/09/14

Fingerprint

habits
childhood
recreational activity
print media
target group
willingness to pay
facebook
agglomeration area
personality
university
interview
Group
student

Keywords

  • media consumption
  • media use
  • user groups
  • media environment

Cite this

Kuula, T., Kuusisto, O., & Seisto, A. (2014). The development of media use habits: From childhood to adults. In N. Enlund, & M. Lovreček (Eds.), Proceedings of the 41st International Research Conference of iarigai (pp. 129-132). Darmstadt: IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries. Advances in Printing and Media Technology, Vol.. XLI
Kuula, Timo ; Kuusisto, Olli ; Seisto, Anu. / The development of media use habits : From childhood to adults. Proceedings of the 41st International Research Conference of iarigai. editor / Nils Enlund ; Mladen Lovreček. Darmstadt : IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries, 2014. pp. 129-132 (Advances in Printing and Media Technology, Vol. XLI).
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Kuula, T, Kuusisto, O & Seisto, A 2014, The development of media use habits: From childhood to adults. in N Enlund & M Lovreček (eds), Proceedings of the 41st International Research Conference of iarigai. IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries, Darmstadt, Advances in Printing and Media Technology, vol. XLI, pp. 129-132, 41st International Research Conference of IARIGAI, Wales, United Kingdom, 7/09/14.

The development of media use habits : From childhood to adults. / Kuula, Timo; Kuusisto, Olli (Corresponding author); Seisto, Anu.

Proceedings of the 41st International Research Conference of iarigai. ed. / Nils Enlund; Mladen Lovreček. Darmstadt : IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries, 2014. p. 129-132 (Advances in Printing and Media Technology, Vol. XLI).

Research output: Chapter in Book/Report/Conference proceedingConference article in proceedingsScientificpeer-review

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Kuula T, Kuusisto O, Seisto A. The development of media use habits: From childhood to adults. In Enlund N, Lovreček M, editors, Proceedings of the 41st International Research Conference of iarigai. Darmstadt: IARIGAI - International Association of Research Organizations for the Printing, Information and Communication Industries. 2014. p. 129-132. (Advances in Printing and Media Technology, Vol. XLI).