Is paper still attractive for Generation Y?
Is paper still attractive for Generation Y?
Author(s): Vladislav Kaputa, Miroslava Triznová, Hana MaťováSubject(s): Media studies, Higher Education , Social development, Social Informatics, Sociology of Education
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Digital medium; Paper; Print medium; User preferences; Y generation;
Summary/Abstract: The paper deals with the preferences of the Slovak university students either for digital or print medium while reading for school work. Respondents of our sample belong to generation Y who grow up and still live in the digital environment. In spite of this fact we supposed some share of them tends to utilise hard copy or combines it with digital platforms. Findings showed that printed text is widely preferred among our sample of respondents. Majority of university students use paper as a medium for school work. Important factors influencing a choice of medium are length of text, ability to concentrate on reading text, overall time spent by reading, and attitudes of individuals.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/2
- Page Range: 108-115
- Page Count: 8
- Language: English