What do they love? A study of digital media consumption by young university audiences in Uganda

Abstract

The proliferation of computers, smartphones, the Internet, social media, and streaming platforms has led to a surge in digital media consumption. Young audiences, especially those aged between 18 and 34, are increasingly turning to digital platforms for entertainment, information, and social interaction, much to the disadvantage of traditional media platforms such as the newspaper, radio and television. As a result, many media players are concerned about what young people consume, especially if they follow any news. Consequently, the desire to understand their news consumption habits on these digital platforms is paramount. Using a quantitative approach, this study got responses from 128 university students in Uganda aged between 18 and 34. It established that they prefer to consume news mostly in the morning and at night. The study also found that these young audiences prefer videos, and then text comes second, and that they spend anywhere between 30 minutes and two hours on digital platforms. With this information, the study discusses the implications of the findings for the current media dispensation for media scholars and policymakers. With the popularity of videos, social media, and mainstream media websites, the study proposes the formation of a youth-centred multimedia platform that emphasises videos and recruits consumers from social media sites