Y VE Z KUŞAĞI’NIN YOUTUBE KULLANIM ALIŞKANLIKLARI

Öz

Günümüzde sosyal medya hayatımızın merkezinde yer almaya başlamış, her yaştan ve her kesimden bireyi kapsamına almıştır. Etkileşimli web adı verilen Web 2.0 teknolojisi sanal ortamda daha katılımcı yapının oluşmasını sağlamıştır. Bu katılımcı yapı farklı sosyal paylaşım ağlarında farklı içeriklerin oluşturulmasını ortaya koymuştur. Özellikle dünyada YouTube, bu noktada gittikçe popüler hale gelen video paylaşım sitesi haline gelmiştir. Hatta popüler bir hâle gelen YouTube’da kuşakların video izleme alışkanlıkları giderek değişmeye başlamış böylece içeriklerde bir dönüşüm yaşanmıştır. Çünkü YouTube içeriklerinin kullanım düzeyi kuşaktan kuşağa farklılık gösterir hâle gelmiştir. Bu çalışmada Y ve Z kuşaklarının YouTube’da video izleme alışkanları tespit edilmeye çalışılmış ve bu alışkanların değişiklik gösterip göstermediğinin saptanması hedeflenmiştir. Araştırmaya katılan 308 bireyin konu hakkındaki düşünceleri nicel araştırma yöntemlerinden anket tekniği ile saptanmaya çalışılmıştır. Özellikle “play” tuşunun bireylerde hissettirdiği anlam kuşaklara göre farklılık göstermekle birlikte, sosyal medya platformlarında yapılan yorumlardan etkilenme düzeylerinde anlamlı farklılık saptanmamıştır. Bu kapsamda, Y ve Z kuşağının takip ettiği kanallarda önemli farklılık söz konusudur. Y kuşağı dizi, film ve program kanallarını tercih ederken, Z kuşağı Influencer kanallarına daha yoğun ilgi göstermektedir. Kuşakların YouTube kullanım alışkanlıkları göz önünde bulundurulduğunda içeriklerin bu alışkanlara göre oluşturulması özellikle firmalara ışık tutarak, firmaların verecekleri kararların uygulamalarında hedef kitleye daha hızlı ve etkili bir şekilde ulaşılması öngörülmektedir.

Anahtar Kelimeler

• Y Kuşağı,Youtube,Z Kuşağı,Kullanım Alışkanları,Sosyal Medya

YOUTUBE USAGE HABITS OF Y AND Z GENERATION

Öz

Today, social media is at the center of our lives, covering someone of all ages and all walks of life. Web 2.0 technology called interactive web has enabled more participatory structure in the virtual environment. This participatory structure revealed the creation of different content in different social networks. Especially around the world, YouTube has become an increasingly popular video sharing site at this point. Even on YouTube, which has become popular, the video viewing habits of generations have started to change and thus the content has transformed. This is because the level of use of YouTube content varies from generation to generation. This study aims are to determine the habit of watching videos on YouTube of Y and Z generations to determine whether these habits have changed. The thoughts of 308 individuals involved in the study were determined by a quantitative survey technique. In particular, the meaning felt by the “play” button in individuals was different over generations, but no meaningful difference was found in the levels of influence in comments. There are significant differences in the channels that are followed by the Y and Z generations. While the Y generation prefers series, film and program channels, the Z generation is more interested in influencer channels. Taking into account the YouTube usage habits of generations, it is envisaged that the creation of content according to these habits will be achieved more quickly and effectively in the implementation of the decisions that companies will make, especially by shining a light on companies.

Anahtar Kelimeler

• Youtube,Y Generation,Z Generation,Usage Habits,Social Media

Kaynakça

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