DIGITAL MEDIA HABITS ACROSS GENERATIONS: A STUDY OF MEDIA

Farida Hanim (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara, Medan, 20155)
Sofiari Ananda (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara, Medan, 20155)
Moulita (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara, Medan, 20155)
Fatma Wardy Lubis (Program Studi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Sumatera Utara, Medan, 20155)

SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL
Vol 14 No 2 (2025): SOSIOEDUKASI : JURNAL ILMIAH ILMU PENDIDIKAN DAN SOSIAL

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.