The smartphone has taken over as the primary device for accessing digital content, according to the research Media Consumption 2018 conducted in Slovenia. Compared to 2014, television has seen a decline, but remains among the media with the highest reach of editorial and media content, while news portals, websites and social networks are growing. E-commerce, chats and video calls are also on the rise. Among some of the generations involved in the research, there are characteristic intergenerational differences. Among the younger generations (especially Y and Z), we can already note different, less linear patterns of media consumption.
(R)evolution is starting in media consumption
In the crisis after 2008, Slovenes changed their consumer behavior. Consumption has become more thoughtful, they are better informed about the products they are buying today, they are much more cautious with larger investments than they were before 2008.
“Over the last two decades, the Internet and digital media have radically changed the media landscape. In the first decade, they had the greatest impact on print media, and in recent years there have been changes in other media as well. Modern consumer is becoming more and more connected and therefore today, companies and brands communicate with them in an integrated manner, across channels. This is confirmed by our research on media consumption and the consumer path of the Slovenian customer,” explains Leon Brenčič, head of client relations in the Slovenian agency iPROM.
Changes in the use of tech and devices are affecting media consumption
Changes in the use of technology and devices are a true indicator of media consumption trends. The use of smartphones is constantly on the rise, today it reaches 84 percent of Slovenian Internet users. The growth index is 148 (in 2014 it was 57 percent). The research suggests that the use of other types of devices, such as desktop, portable and tablet computers, is in a slight decline. At first glance it may seem strange, but we use two devices on average. Bearing this in mind, the following conclusions can be drawn:
- The smartphone is the first and main point of contact with digital channels. Smartphone is a device that is always at hand. Using additional functionalities and apps allows us the highest degree of personalization.
- The average consumer neither increases nor decreases the number of screens they use. Because of the increasingly important role of smartphones, individuals adapt the use of secondary devices to the smartphone.
Slovenian Internet users mostly use e-mail (63%), social networks (57%), internet search (52%), news on news sites (50%) and watch television (47%).
