I am going to analyze the
media habits of the different age groups in Pakistan like I would analyze the
reality of the media user characteristics, their age, media usage style,
their interest in the different media, and the time they spend on the media.
Furthermore,, I would like to analyze the research and study conducted previously
and my own observations as well, for that, I would take help from the tabular depiction
so as to make it more logical and understandable. One study showed that 67% of students on daily bases are using the time more than four hours per day on the
social media platform compared to traditional media(radio, print,
television, and billboards) 25.2%.
Youth
Talking about the youth of Pakistan which is one of the most focused groups by the marketers, hence it is of utmost importance to know which media they use the most and how much time they
spend on that platform, so the youth is majorly using social media very
actively. Statistics suggest that Facebook is on top of the other social media
platforms used in Pakistan and after that other social media platforms are
also being used like Twitter, YouTube and LinkedIn, it is very important for
the marketers to understand what attracts the people at there and how they use
it, and what kind of pages they like and dislike. Many of them also use traditional media such as television because television is most commonly used
in every home, young boys and girls like to watch dramas and new
movies. No doubt, currently the use of television is declining day by day due to
the boom of social media but still, television is used in the homes and even
radios are also used In the in far from city areas because they may not have the facility have television and the cables, so marketers need to
understand the implication of them.
Aged people
We cannot forget the time when
there were no televisions and social media, but there were only newspapers
that people used to read them happily and really they used to enjoy it, hence
many people still love to read the newspapers may be because they have a certain type of attachment with it, this is the reason why many of those people that
now have become the aged are still using the newspapers. I can remember when I
used to go to the library in our city many of the aged people used to come just for
the sake of reading the newspaper, so this is what attachment with it, they
have TVs at their homes but they are still coming to the library for reading the
new papers. So marketers need to understand the importance of the newspapers
for the aged people, if they want to target the aged people one of the most
important advertising forms is the newspapers. Many aged people also use dislike television and social media as well so marketers also need to understand
why they use social media and television, how much time they spend there and
what are there likes and dislikes. So these things must be considered regarding
advertising.
Children
Children are a very
sensitive market regarding targeting them through advertising because what
they see in the ads starts children to form their perception, we have seen many children performing many dangerous television stunts because they have seen
that the television. So marketers need to take care of these things
while making ads for kids. Children love to watch cartoons on television, which perhaps, we all have seen in our childhood, so marketers need to
understand the importance of television to children. Marketers need
to play the ads on the cartoon channels and may be on the most famous cartoon
channels, but now because the mobile phones have replaces the television and
many of the children also demand their parents to get them phones so that they
can watch the cartoons and the similar funny things on the YouTube on just one
click. So markets also need to understand the need of the YouTube and phones
for the children.
Furthermore, it was also
observed through the results that social and traditional media users are more
concerned about the happenings in their surroundings 31.4% prefer the
local news, 27.33% prefer the entertainment news, and 22.3% prefer the disaster
& relief news. Furthermore, studies also showed that 64.8% prefer Facebook
in social media and only 21.1% prefer to use Twitter and so on. On the
other hand, 50.7% prefer to use the TV for the news, 33.8 prefer to use the newspaper and 9.5% prefer to listen to the radio.
In a survey 1383 participants
of the different age groups that have been defined as 16-20, 21-25, 26—30,
31-35, and 36, and more they observed the following results
Table 5 shows the percentage of the different people using the media, 37.80% use the social media, 34.90% use the traditional media (TV, radio, print and billboards) and social and traditional media are used by the 27.10%.
The
table 13,Table shows the different percentages used for the different social media,
Facebook is at the top of all that.
The above table shows the different traditional media with differing percentages. TV is watched 50.7% which is at the top of all.