Opinion and Media Usage Among Generations in the Digital Age

Abstract

The research aims to study  and compare the media usage  and purposes of using various media channels among users, including Generation X, Generation Y, and Generation Z. The research also looks at the opinions on the use of media in work or studies. The data were collected  by conducting a survey of 454 media users in Bangkok and outskirt.

Results reveal that respondents use social media more than other types of media, especially print and radio. In addition, Line and Facebook are the top social media networks that all three generations use.

Regarding the seeking of media to satisfy purposes, there are also differences between generations and media use in response to the purposes, including information seeking, identification, entertainment, and social interaction.

            In term of the appropriate media for doing various communication activities, major respondents agree the phone call is suitable if it is an activity to maintain relationships with familiar people who are still in contact. On the other hand, respondents consider social media such as posts, pictures, or videos for communicating with others who are rarely in contact. As for communicating with people in everyday life, users choose face-to-face communication or phone calls through applications to contact with them.

            It can be concluded that face-to-face communication is still a form of communication that all three generations agree that it is appropriate to communicate with teachers / professors and colleagues/ friends at work place, school or university than other channels. Even though a young generation like Generation Z was born with online media, they would like to use face-to-face communication with colleagues or with school friends than Generation Y and Generation X.