Prestianta, Albertus Magnus and Evita, Nona and Asmarantika, Rossalyn Ayu Gen Z’s Digital Media Consumption and Activities. In: Gen Z’s Digital Media Consumption and Activities. UMN.
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Abstract
Generation Z or Gen Z (plural), born after 1996, are rising. They are now the most significant population cohort, with approximately 2.5 billion people worldwide. The same situation applies in Indonesia. The country’s statistics center (BPS) stated in September 2020 that Gen Z now cover 27.94% of the total Indonesian population, leaving Millennials and Generation X in second and third position with 25.87% and 21.88%, respectively. Gen Z are not only dominating the world right now but also shaping digital activities. They are the first generation of true digital natives, born during the advancement of digital technology. The majority of them have never known a time when ordering takeout online, watching movies through a smartphone, or video calling their family was impossible. Considered by many as the true digital native, it is expected that Gen Z will spend most of their time in the digital world, consuming digital media and sharing digital content. Many media companies have transformed their products from analog to digital to respond to that notion. They also changed their business model, hoping their products and services would be attractive to Gen Z. Even though transforming products, services, and business models sound easy, it is easier said than done. Many things need to be considered, from where Gen Z spends most of their time, how much money they spend, to what kind of digital content they want. How Gen Z consume digital media and share digital content is different from previous generations. One of the most common knowledge about ‘the relationship’ between Gen Z and digital media is that Social Media has become the gateway for everything. Gen Z are known for being empowered and active social media users; therefore, their connection with digital products and services is mainly established through social media. In addition, Gen Z are also wise buyers, which means they will not waste their money on digital content. To understand Gen Z more, UMN Consulting conducted a research to learn more about the generation during the third quarter of 2021. With the help of researchers from Universitas Multimedia Nusantara (UMN), we managed to survey 1177 Gen Z respondents across Indonesia. They came from various islands, from Sumatra to Papua. The research itself is Quantitative, in which the data were collected through online questionnaires as the pandemic restricted researchers to doing onsite surveys.
| Item Type: | Book |
|---|---|
| Subjects: | 000 Computer Science, Information and General Works > 070 News Media, Journalism and Publishing 300 Social Sciences > 300 Social sciences, sociology and anthropology > 302 Social interaction, Interpersonal interaction > 302.23 Media of Communication, Mass Media |
| Depositing User: | Administrator UMN Library |
| Date Deposited: | 03 Mar 2023 03:47 |
| Last Modified: | 06 Mar 2023 07:13 |
| URI: | https://kc.umn.ac.id/id/eprint/23323 |
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