Digital Media Habits Across Generations: A Study of Media

This study examines the media consumption habits of residents in Medan City, Indonesia, in response to the widespread adoption of smartphones and internet access. The research applies a quantitative descriptive approach using a survey of 400 respondents across generational categories (Baby Boomers, Gen X, Millennials, Gen Z, Alpha). Results reveal a dominant reliance on smartphones for accessing media content, with a declining trend in traditional television and radio use. Social media, particularly YouTube, WhatsApp, and Instagram, have become a primary source of information and entertainment, especially among young generations. The study employs uses and gratifications theory and media dependency to analyze generational differences in digital behavior. Findings indicate a significant generational shift toward mobile-centric and socially interactive media patterns, contributing to the understanding of digital audience behavior in an emerging urban context.