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 cross-sectional 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