“Young people avoid mainstream media” – NewsDay Zimbabwe


INDEPENDENT media were invited to respond to the changing habits of the younger generations who mainly use social media platforms and smartphones to access information.

The latest report from the Media Monitoring Project Zimbabwe (MMPZ) showed that young people between the ages of 18 and 35 use social media platforms to access information, but continue to be under-represented on information platforms.

“But there was, however, a marginal increase in their representation from 6% during the previous surveillance period (2020) to 7% during this quarter,” the MMPZ report says.

He said that while young people continued to be marginalized in the news media, women, who in the past maintained a 25% share as news sources, saw an increase to 75%.

A recent Reuters Institute study also found that in all of the countries surveyed, only 16% of young people between the ages of 18 and 24 went directly to a website or media app to access news. .

He noted that the media struggled to stay relevant and build loyal relationships with young people.

“As youth populations continue to grow in low- and middle-income countries, it is essential that independent media organizations understand and respond to the new information habits of younger generations,” the report notes.

“An overview of the news consumption habits of young people in Colombia, Ghana, Indonesia, Mexico, Nigeria and Thailand shows that the dominance of smartphones and increasing access to the Internet and social media are fundamentally changing the way which young people access, interact with and enjoy monitored information platforms.

“Young people tend to access news through their smartphones, relying more on social media algorithms and news aggregators than on loyalty to brands and monitored news sources. “

Anywell Bepe, a youngster, said NewsDay that the mainstream media did not cover the issues that appealed to young people.

“This may be the reason why young people prefer accessing information on social media platforms rather than developing a strong relationship with particular information brands,” Bepe said.

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