The Influence of Sociodemographic Variables on Audiovisual Consumption: The Case of Spain

Noelia Araújo Vila,Lucília Cardoso,Jose Antonio Fraiz Brea

doi:10.3390/socsci8080239

Noelia Araújo Vila, Lucília Cardoso + Show 1 more

Open Access

https://doi.org/10.3390/socsci8080239

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Journal: Social Sciences	Publication Date: Aug 13, 2019
License type: CC BY 4.0

Affiliation: Universidade de Vigo

Abstract

Different spectators have distinct patterns of audiovisual product consumption. These patterns may be influenced by a range of factors. In this context, the present study analyzes how audiovisual consumption is influenced by sociodemographic variables. To this end, primary data was collected through a survey with 484 Spanish spectators. The collected data was subjected to a descriptive analysis and a non-parametric Pearson’s chi-square test, in order to establish consumption patterns and potentially link them to demographic variables. Results show that consumption patterns vary according to gender, age, and formal education.

Highlights

Advances in information technology and new means of communication have led to increasingly significant changes in consumers’ behavior (Serra and Salvi 2014)
The present study further investigates audiovisual consumption, as well as its relationship with sociodemographic characteristics
Two groups were defined for the number of family members: 3 or fewer members and more than 3 members

Summary

Introduction

Advances in information technology and new means of communication have led to increasingly significant changes in consumers’ behavior (Serra and Salvi 2014). The internet has given consumers the freedom to watch what they want, when they want, which has led to a myriad of possibilities for media consumption (Paús and Molina 2014). These changes, in turn, have led to different approaches to marketing and business administration. Analogous to the consumer goods industry, changes in the audiovisual sector have been significant. In this context, changes in consumers’ behavior, habits, and preferences have led the audiovisual sector to evolve through new marketing methods and strategies (García 2017). In Spain, for instance, 21% of internet users watch television while browsing the web (AIMC Asociación para la Investigación de Medios y Comunicación)

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