Exploring Demographic Factors Affecting the Interaction of Digital and Print Media

The research analyses the varying relationships between online media platforms and printed newspapers. We evaluate the demographic differences of age, educational level, and digital literacy in influencing media consumption, as well as the perceived impact of online media. In this study, purposive sampling was used, and a total of 101 participants were recruited across the demographic spectrum to ensure that a broad base of participants was included. This methodological decision was critical in achieving a wide range of participants’ ages (from 20 years old and younger to those of 60 years old and older), with various levels of education and employment statuses. Self-developed questionnaires provided quantitative data on the participant demographics, digital literacy, and their beliefs about how online media affected printed newspapers. To validate the findings, the various statistical techniques such as descriptive statistical analysis, correlation analysis, ANOVA, T-tests, chi-square tests and regression analysis were used. Our research established a positive relationship between digital literacy and age, and the consumption of online media with perception on the effect of digital media on the sale of newspapers as well as revenue obtained from advertisement. In particular, the young people with higher digital media literacy were more inclined to consume online media products and estimated the negative effects on traditional newspapers as being much bigger than the others. The implications of the study suggest that traditional media needs to come up with strategic adaptation mechanisms in view of declining dominance in the contemporary media world.