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International Internet Magazine. Baltic States news & analytics Saturday, 20.04.2024, 11:41

Young Estonians turning their back on print media

BC, Tallinn, 11.05.2016.Print version
Print media is an unimportant source of information for young people in Estonia and less than one in five young people are following it, a survey conducted by TNS Emor the findings of which were published on May 10th indicates, writes LETA.

"Print media seems to be a phenomenon that is going to disappear, generally speaking it is no longer a topic for young people," Kaidi Reedi, survey expert at TNS Emor, told BNS.

 

Print media is followed mainly by young people who have a greater need of achievement and who are inclined towards introvert values, Reedi said.

 

On the internet, young people read the news primarily on Delfi and Postimees Online, the latter being a source of news for Estonian-speaking young people alone, it appears from the survey.

 

Seven in ten young people watch television every day and Russian-speaking young people watch television significantly less than Estonian-speakers. Of television stations, Estonian-speaking young people watch mostly TV3 and Kanal 2, the most preferred channels for Russian-speaking young people being PBK and 3+.

 

Almost half of young people also listen to the radio every day. The most popular radio stations for Estonian-speakers are SkyPlus and Power Hit Radio and the list of preferences of Russian-speaking young people is topped by Sky Radio and Russkoye Radio.

 

As expected, the main media and communication channels for young people are Google, Youtube, Facebook and Gmail. For Russian-speaking young people the Russian social networking site Vkontakte is more important than Facebook and besides Gmail they often use mail.ru.

 

The younger age group, or people of ages 15-19, are also active users of Twitter and Instagram.

 

TNS Emor interviewed 1,089 young people of ages 15-25 for the survey commissioned by various enterprises interested in the views and attitudes of young people.






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