Abstract :
Purpose: Media and mass media are more dominant today than ever before. The social media applications on the Internet and smartphones that have come into our lives with digitalization have changed the media and media consumption irrevocably. This research aims to examine society's media consumption and its relationship with the changing lifestyles and habits. Materials and Methods: The review of secondary data, and specifically the review of Target Group Index (TGI) data and research in Turkey and the world, has been interpreted using descriptive statistics and research results. Moreover, media agencies and brands are guided by examining the society's media consumption, and specifically illustrating changes in recent years. Findings: The TGI data provides comprehensive data on the social profile, behavior, lifestyle, and trends of society. Using TGI data, rates and basic statistics and diverse research in Turkey and the world society's media consumption and lifestyle, as well as the development of society's changing habits have been evaluated. The findings demonstrate a rapid increase in the use of digital media and a development in favor of a one-man household. Results: We see an irreversible change in media and media consumption patterns as a result of innovations, developments in e-commerce brought by new technologies and digital to our lives and brands. As the digital moves from being a part of our life to become the center point, the increase in the time that individuals spend in new media, the faster-than-expected growth of e-commerce, has opened up new areas for researchers and marketing practitioners and managers.
Keyword :
Media, media consumption, digitalization, secondary data