Generational trends in emerging media consumption: A COVID-19 scenario

ABSTRACT

Media is an essential part of human life that characterises generations. Media consumption patterns have been used in defining and labelling various media generations such as the Radio generation, Screen generation and the current Net generation. However, not much is known on the role of the emerging media in characterising the Malaysian generations, especially in the context of the COVID-19 pandemic. Guided by the Generational Cohort Theory and latest Malaysian generational cohort classification, this study was conducted with the aim of investigating media consumption patterns across different generational cohorts in Malaysia. A cross-sectional survey was conducted involving 1,526 respondents and the results demonstrate significant differences between generations. The older generations, namely the Pre-Merdeka generation (71 years old and above) and the Merdeka generation (51–70 years old) rely more on traditional media like television, radio and newspapers compared to the younger generation. The younger generations such as the Reformist generation (31– 50 years old) and the Internet generation (18–30 years old), are more adaptable to the latest media technologies such as online games, recreational apps, and online meeting apps. Due to COVID-19’s digital transformative impact, the older generations are catching up with the trend by using many emerging media such as social media and food delivery apps. The overall results indicate different media consumption patterns among different generations in Malaysia which could serve as valuable information for advertisers and marketers in planning suitable marketing strategies to effectively appeal to these generations. Ultimately, it can be used to define generations in Malaysia. © SEARCH Journal 2021.