How Students Navigate Media

Introduction

In today's digital world, it's vital for advertisers to understand how students use media. Our latest study looks into students' changing media habits, especially their constant use of smartphones and declining usage of traditional media.

Our study aimed to address key aspects of students’ media consumption habits, such as smartphone usage, social media preferences, traditional media engagement, advertising effectiveness, study habits, and preferences for free services with ads.

A Farewell to Tradition: Declining Engagement with Traditional Media

According to our study, smartphones have become central to students' digital lives. 93% of them spend two or more hours daily on handheld devices, with nearly half dedicating 2 to 3 hours to their mobile phones every day. An additional 80% of students engage mostly in social media through their mobile devices. Instagram, Whatsapp, and YouTube topped the list of preferred platforms, with 66%, 54% and 43% of respondents primarily using these platforms.

Traditional media experienced lower engagement, with a considerable portion of students (69%) stating that they do not engage daily with media like TV, radio, general magazines, newspapers, and student magazines. Television and radio usage show a declining trend, with half of the respondents indicating no daily TV consumption and a majority of 66% abstaining from daily radio listening. General magazines exhibited a low usage, with 80% reporting no daily usage. Additionally, student magazines were the least consumed, with 82% of students reporting that they do not consume this type of media.

Furthermore, when asked about engagement in media such as newspaper, 57.9% of respondents stated that they preferred to access digital newspapers over printed.

These findings underline the digital world’s effectiveness in capturing students' attention.

Note: Newspaper engagement by students