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Saturday, 20.04.2024, 11:41
Young Estonians turning their back on print media
"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.