Patrones de consumo de medios en los universitarios de Madrid. Una prospectiva para el periodismo en la era de la convergencia

The effects of media convergence are already making an impact on all audiences and especially on young people, who are skilled users of emerging technologies and mobile devices. The university student collective is particularly significant when considering what elements allow the transformation of traditional journalism, which is nowadays in a permanent crisis. Accordingly, this paper describes and analyses the behaviour of Madrid university students, their connection with mass media and new media, and their technology habits in order to identify consumption patterns that provide indicators for the development of possible business models in journalism. To achieve this aim, this paper has used data obtained in the research project Study of media convergence models in Spain (2011-2013) by means of a questionnaire completed by a representative sample of students from all the universities in Madrid.