Generation Y’s Behaviors in Using Media: A Case Study of Bangkok Metropolitan Region, Thailand


The paper presents results of a study on Generation Y's Behaviors in Using Media, Bangkok Metropolitan Region as a case study. The purpose of this paper is to review what we know and don't know about Generation Y's use of media - also giving a landscape of Generation Y's media usage. The paper describes Generation Y's behavior for understanding their media use. The paper summaries by outlining a research agenda to show unanswered questions aboutGeneration Y's media usage.The research employs questionnaire survey technique and sample random sampling technique was used in this study. A sample size of 459 respondents was initially taken for the study and analyzed. The survey collections are conducted by using web-based questionnaires. Its targeted population is Generation Y whose ages range is between 16-35 years old.It's no surprise that the internet, particularly in mobile form, is driving this growth. The results showed that the highest use of equipment to access to the information is a mobile phone, followed by computer and television. The most frequency time to consume the information from media is 09.01 p.m. to midnight (74.7%), followed by 06.00 p.m. to 09.00 p.m.(73.8%). The result also showed the average daily time spent on media was more than 4 hours. The preferred of media platforms was an online platform, personal media, television, print media, and radio, respectively. The result also showed the reason why Gen Y consumes media was for entertain (83.7%), and news update (81.7%) and the most preferred content is news (57.5%), Variety (50.1%) and entertainment (49.5%), respectively. The most used of media was social media (91.3%), television (66.2%), website (63.8%) and print media (30.7%). On the other hand, the most media trust by Gen Y was a television (74.1%) followed by print media (55.8%), social media (16.6%) and website (14.2%).

Author Information
Adipon Euajarusphan, Thammasat University, Thailand

Paper Information
Conference: MediAsia2017
Stream: Mass Communication

This paper is part of the MediAsia2017 Conference Proceedings (View)
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Posted by James Alexander Gordon