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

    SeriesAdvances in Printing and Media Technology
    VolumeXLI
    ISSN2225-6067

    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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    title = "The development of media use habits: From childhood to adults",
    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.",
    keywords = "media consumption, media use, user groups, media environment",
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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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    AB - 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.

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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).