Study on information consumption of the millennial generation in universities of Loja, Ecuador

Abstract

The information consumption habits of university millennials in Loja, Ecuador are analyzed, based on previous studies on media consumption, characteristics of the population and media competences. Through discussion groups with students of the careers of Social Communication and Business Administration of the National University of Loja and the Private Technical University of Loja, it is established how the millennials in the sample prefer the use of digital tools such as social networks and web pages to consume information of their interest, to the detriment of the use and access to traditional media, due to its immediacy, accessibility and convenience.