POTRZEBY POKOLENIOWE A WYBÓR MEDIÓW
GENERATIONAL NEEDS VS. MEDIA SELECTION

Summary/Abstract: In recent years, much attention in the research market has been devoted to the issue ofthe impact of generational needs on the choice of media by individuals. These unique socio-culturalcharacteristics have a major impact on the experience, information processes and media exploitationof a given population. Generational needs have the opportunity to express themselves in variousforms around the world, and their influence on the choice of media consumption is undeniable andimportant. The article aims to gain insight into media preferences and choices among generationsX, Y, Z and BB (Baby Boomers). The study was carried out in the period March–May 2023 andwas based on data obtained from Mediapanel by Gemius and secondary data by KIM and Nielsen.

• Details
• Contents