Socio-demographic Conditions of the Use of Digital Media on Mobile Devices

Abstract

The problem of this article was to answer the question whether in Poland at the current level of access to the Internet and relatively high levels of market penetration rates of mobile devices (smartphones, tablets) socio-demographic variables continue to impact on the consumption of digital media. In the more developed countries socio-demographic variables lose their importance and do not already have such potential to predict the behaviour of consumers to digital media consumption on mobile devices. Among all respondents (1076 respondents) in order to identify the potential for profiling socio-demographic variables (gender, age, education and household income) in the electronic media usage in mobile devices to analysis was selected only those respondents who declare the use of mobile devices (smartphone, tablet, e-book reader, laptop) at least once a day. Among digital media were analysed: videos (CD, DVD), electronic newspapers, TV web, email, Facebook, YouTube because the highest percentage of use of these media by the respondents. Results of the study support the hypothesis that the socio-demographic variables have still potential for differentiation of Polish consumers of digital media using mobile devices. Polish users of digital media are a relatively specific consumer group in terms of socio-demographic characteristics. The level of education or income has a negative impact on the frequency of use of the media and social networking sites (Facebook, YouTube). With the increase in the age of the respondent decreases the frequency of use of Internet TV, videos (CD, DVD), Facebook, and YouTube. Only gender of individual consumer belongs to a group of variables with neutral impact to digital media consumption on mobile devices.