PATTERNS IN VIEWERS’ TRANSITION FROM TRADITIONAL TELEVISION TO NEW MEDIA: A STUDY ON RESIDENTS OF IBAFO TOWN, OGUN STATE
Abstract
The rapid growth of digital technology and social media platforms has significantly reshaped the media consumption landscape, leading to a notable shift in the use of traditional television to new media. This study investigates the factors driving this transition among residents of Ibafo, Ogun State, Nigeria. Using a descriptive survey design, data were collected from 388 respondents through a structured questionnaire. The study examines the influence of demographic, psychographic, and environmental factors on the shift in media preferences. Findings reveal that younger age, higher educational attainment, and income levels play a substantial role in new media adoption. Psychographic factors such as the desire for convenience, control, and on-demand access also significantly contribute to this shift. The study confirms
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