1. August 2024.

SoMo Borac and Aleph present the latest insights into media consumption

For the past three years, SoMo Borac and Aleph have enjoyed a successful partnership, with Aleph as the main sponsor of the region’s best digital event. Key topics at the SoMo conference will likely feature insights from Aleph’s latest Media Essentials research, which surveyed 23,400 respondents worldwide, including 3,200 from the Balkans (Croatia, Serbia, Bulgaria, and Romania).

The research results reveal a significant generational divide in media preferences among the youth in Croatia and Serbia, with Generation Z showing a strong preference for platforms like Snapchat, Twitch, Spotify, and TikTok. This highlights the importance of tailoring marketing strategies to generational differences. When it comes to purchasing decisions, social media has the greatest influence on younger generations, while television advertisements have more impact on older generations, particularly those over 55.

Detailed results and the full research are available on Aleph’s website.