Estudio de hábitos de consumo de la Generación Millennials en un contexto multipantalla, categoría programa deportivo Copa: viejas prácticas en nuevos medios

Abstract

The present study has as main objective to explore the habits of multiscreen consumption of the subjects of the millennial generation in relation to the entertainment streaming category sports program Copa. It has an quantitative approach and an exploratory-descriptive type. The universe is determined by subjects ranging from 20 to 37 years obtaining a total population of 3,900,000 million people according to data provided by the Instituto Ecuatoriano de Estadísticas y Censos. For which a sample of 384 people was taken with a confidence level of 95% and a margin of error of 5%. A questionnaire of 19 questions focused on knowing their consumption preferences regarding devices and sports content was applied. Among the main results, it is possible to verify that only 37.56% of respondents consume televised sports content, 79.53% of respondents prefer to view online content instead of downloading it to their devices.