We commissioned a survey to find out how much users’ habits are changing. We were particularly interested in the use of traditional news websites compared to social media. 71% of men read traditional news once a day, compared to just 64% of women. People with higher education are more interested in current affairs and news. 
Social media is used by the same proportion of women, but barely half of men. The most common platform is, of course, Facebook, which is the most popular social network in our country. It is not true that social media is just entertainment for Generation Y; a third of people over 45 also use it.
“Our research simply confirms the trend of recent years – people are increasingly looking for information on social media. They even follow traditional news on their Facebook feeds. The media and brands must prepare for this trend,” explains Pavel Houser, director of the AITOM agency.
But there are also downsides. Facebook is all about likes and shares, so its algorithm feeds us things we’re more likely to like. Information can therefore reach us in a distorted or incomplete form. This is particularly evident right now in the run-up to the elections. On Facebook, you’re more likely to see posts from the parties and politicians you support. Media experts are debating the impact that politicians’ popularity on social media can have. Although, according to Josef Šlerka, Facebook cannot win an election for anyone; on the contrary, it can be quite misleading.
Social media is used most by students and the unemployed. Conversely, it is used least by business owners. This can actually be detrimental to business owners. Companies and self-employed individuals are building their brand and constantly showcasing their work. Social media can be a way to reach customers in a more personal manner.
We watch very little television or listen to the radio online. Only 12% of people
listen to the radio online at least once a day, and for television, the figure is just 9%. By comparison, 32% of men and 28% of women watch YouTube at least once a day.