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An exploration of Generation Z’s habits and needs considering news consumption: A case study in the Swedish and Finnish market
KTH, School of Electrical Engineering and Computer Science (EECS).
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

In today’s media landscape news consumption is characterized by the consumers’ reliance on multiple platforms, which has led to the rapid expansion of availability of the news sources on different platforms. Despite this increase, studies show a consistent decrease in news consumption. Even though the time people spend consuming news is decreasing, the interest towards the news has remained somewhat the same.

This indicates the market is not offering the consumers what they expect to get. In order to find out what the audience expects, this exploratory study aims to gain better understanding of the news consumption habits of Generation Z in the Finnish and Swedish market by using an online survey (N=219) and semistructured interviews (N=10).

This study indicates that Generation Z is highly dependent on their phones when it comes to their news consumption. Contrary to their other media needs, Generation Z prefers text as a news format, and formality and transparency from the content. The news sites and the stories should be as simple and condensed as possible in order to limit Generation Z’s information overload. On the other hand, customization, adjustable platforms and high-quality content are expected from the news as from any other media product.

According to the research findings it can be stated that there is a mismatch with what the audience wants and what the media houses are offering them. In order for the media houses to grow their market share among Generation Z, they should better know the needs of their audience.

Abstract [sv]

I dagens medielandskap präglas nyhetskonsumtion av konsumenters beroende till flera olika plattformar, vilket har lett till en snabb expansion av tillgänglighet bland nyhetskällor på flera olika plattformar. Trots denna ökning visar studier på en konsekvent minskning i konsumtion av nyheter. Även om den tid som människor spenderar på att konsumera nyheter har minskat så har intresset för nyheter varit desamma. Detta tyder på att marknaden inte erbjuder konsumenterna vad de förväntar sig att få.

För att ta reda på vad publiken förväntar sig, syftar den här studien till att få en bättre förståelse kring generation Zs nyhetsvanor på den finska och svenska marknaden genom att använda en onlineundersökning (N = 219) och semistrukturerade intervjuer (N = 10).

Denna studie visar att Generation Z är mycket beroende av sina telefoner när det kommer till deras nyhetskonsumtion. I motsats till deras andra mediebehov, föredrar Generation Z text som ett nyhetsformat samt formalitet och öppenhet kring innehållet. Nyhetssidorna och dess artiklar bör vara så enkla och komprimerade som möjligt för att begränsa Generation Zs informationsöverbelastning. Å andra sidan förväntas anpassning, justerbara plattformar och högkvalitativt innehåll från nyheterna så som från andra medieprodukter.

Enligt forskningsresultaten kan man konstatera att det finns en felmatchning mellan vad publiken önskar och vad mediehusen erbjuder dem. För att mediehusen ska kunna öka sin marknadsandel bland Generation Z bör de få en bättre insikt i publikens behov.

Place, publisher, year, edition, pages
2019. , p. 14
Series
TRITA-EECS-EX ; 2019:508
National Category
Computer and Information Sciences
Identifiers
URN: urn:nbn:se:kth:diva-261621OAI: oai:DiVA.org:kth-261621DiVA, id: diva2:1359263
Supervisors
Examiners
Available from: 2019-11-07 Created: 2019-10-08 Last updated: 2019-11-07Bibliographically approved

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Citation style
  • apa
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