Change in media use: How the Internet threatens tradition!

Change in media use: How the Internet threatens tradition!

Vienna, Österreich - The use of media in Austria has changed a lot in recent years. The digital media world in particular shows a significant development that challenges the conventional formats. According to a comprehensive analysis of the Austria Press Agentur , numerous elements can be observed that shape this transformation.

A striking feature is the clarity of the content offered on various platforms. The APA successfully uses a variety of formats, including live tickers and data centers on sports events and elections as well as video resource of various providers such as Glomex and YouTube. This versatility attracts a wide audience and increases the interaction of the users. Embedded posts from social networks such as Facebook and Instagram complement the offer and create a dynamic source of information.

increasing relevance of digital media

Media use in Austria is strongly shaped by traditional media such as radio and television. According to Statista , the Austrians use the media on average over five hours a day, of which about three hours on television and streaming are eliminated. A clear trend can be observed, especially among younger users: they are increasingly accessing online media, while older generations, especially those over 35, continue to prefer offline media.

Digitization brings with it increasing blurring of the boundaries between these media categories. Television is increasingly being followed online via media libraries, and radio can also be used intuitively via streaming services. Nevertheless, linear television still remains popular with the older population, despite a decline in the daily range and duration of the television after a panda -related increase.

shift in media use

The use of digital platforms is particularly noteworthy. Almost all of the Internet use the Internet for people under 50, with popular applications being instant messaging and social networks. Over two thirds of the Austrians are daily users of platforms such as Facebook, YouTube and Instagram. In the course of this development, consumer behavior for online videos has also increased, especially with the age group of 14- to 29-year-olds, who watches online videos for almost two hours a day. YouTube, Amazon Prime Video and Netflix are among the most popular providers.

Although the use of print media decreases and daily newspapers decrease, the Kronen Zeitung remains the most read newspaper in the country. In the area of the radio, surveys show that news and music remain the preferred content, with digital streaming services such as Spotify gaining popularity even in older generations.

Overall, it can be stated that the media landscape in Austria is subject to constant change. The diverse possibilities that offer both traditional and digital formats significantly shape the information behavior of the population. The challenge will be to recognize and react to the rapidly changing needs of the users.