The development of media use habits:From childhood to adults

In 2004 a study was carried out with young university students in the greater Helsinki metropolitan area of their media use habits. Eight years later, a new study was conducted with the same group. The methods for data collection were media diaries and semi-structured theme interviews. Based on the results, media use habits adopted at young age evolve and become stronger quite logically when growing up. Readiness to pay for content at young age seems to increase the willingness to pay for services in later phases of life as well. Work is time-consuming, thus time for leisure media use has decreased. Relationship and hobbies are affecting the media use as well. Mobile and easy-to-use services, such as Spotify, fit well in the life of the target group. Individuals want to maintain their habits and express their personality in the changing media environment. Refusing to use Facebook or favouring print media may be counter reactions, which are part of people's media use strategies. Understanding the motives for media usage is vital for generating interesting content that the consumers are ready to pay for