Charting New Territory: COST Comparative Study – Describing Croatian Media Audiences in a European Context

Contemporary media audiences are faced with increasingly complex media environment where traditional “mass media” are used simultaneously with “new” digital, mobile, convergent, and interpersonal media. Boundaries between “old” and “new”, “mass” and interpersonal media are blurred. Audiences’ media habits become more complex, diverse and harder to track and monitor. COST Action ISO906 “Transforming Audiences, Transforming Societies” Comparative project “EU Media Audiences” conducted in January/February 2013. strive to examine these complex everyday media related activities across different platforms, context, purposes and content. I will present results for Croatia, as a part of pan- European comparative research. Croatian project was coordinated by Centre for Media and Communication Research (CIM) at Faculty of political Science, University of Zagreb. Fieldwork was carried out from 31st of January till 9th of February 2013. by GfK Croatia. Sample (N=1200) was representative for Croatian online population (18- 65 years old ; GfK’s online pool). This project is one of the first academic surveys on media audiences focused primarily on patterns of across- platform media use.