Consumo y uso de medios de comunicación de jóvenes universitarios ecuatorianos en tiempos de convergencia. Investigación efectuada en la Pontificia Universidad Católica del Ecuador período marzo-abril 2015

Abstract

This research has the objective to obtain important data to reveal and identify consumer behavior regarding media among PUCE university undergraduate students, its main media uses and habits; information that will be valid for the academic and the government sectors and will determine the nature of the various means and influence among young audiences. As this study is held on a specific case, starting from the particular and leading up to the general, the inductive scientific method and analysis of bibliographic content was considered to frame the subject. Fieldwork completed a schedule of activities between 13 and 22 April. The assigned sample was 369 students between 17 and 26 years, without distinction on socioeconomics, sex or race on the period of March-April 2015. The instrument applied was a survey, and media that was considered was the following: television, radio, newspapers, magazines, internet, Facebook, cell phone, books, movies, shows, concerts, theater and art galleries.