MEDIA HABITS AND DIGITAL INFORMATION: USER PREFERENCES IN THE TIME OF SOCIAL NETWORKS

Abstract

In today’s digital society, patterns of media consumption are changing faster than ever before, especially under the influence of increasingly accessible technologies, mobile applications, and social networks. Traditional media—such as television, radio, and print—still play a significant role, particularly among older age groups, but their dominance is declining in favor of digital formats. According to a report by the British media regulator Ofcom from September 2024, online platforms have, for the first time, overtaken television as the most popular source of news in the United Kingdom. This has been described as a “generational shift” in the way news is consumed. The aim of this research was to identify generational differences in users’ information habits, with a focus on distinguishing between traditional and digital media. The main research question was: How do different generations consume news and other informational content, and which platforms do th prefer? A secondary question addressed the impact of education level on media choice. Methodologically, the study applies a quantitative approach, with data collected through an anonymous online survey conducted in Croatia in 2024. on a sample of 116 respondents. Participants were categorized by generation and education level. Descriptive and comparative statistical methods were used to analyze the frequency of consumption of different types of media. The theoretical framework of the study is based on the Media Practice Model, which emphasizes that users actively shape their own media experiences—not only as consumers, but also as producers and interpreters of content. This highlights the importance of understanding media habits within the context of everyday life, identity, and social position. The results revealed a clear generational divide: younger generations (Gen Z and Millennials) predominantly use social networks, online portals, and streaming services as their primary sources of information, while older generations still largely rely on television, radio, and print media. A positive correlation was also observed between higher levels of education and more intensive use of digital media. Interpreting the results within the Media Practice Model further reinforces the idea that media habits are closely linked to identity, everyday routines, and access to technology. The findings confirm earlier international observations about the existence of a significant generational gap in news consumption. This study contributes to the understanding of contemporary information practices and the development of media policies aimed at promoting media literacy. The scientific contribution of this work lies in linking generational patterns with a theoretical model that emphasizes user agency, as well as in offering a current insight into media habits in Croatia. The results may be useful to media professionals, educators, public institutions and researchers as a foundation for further studies and content adaptation for modern users.