Portada Análisis del comportamiento del usuario de Instagram en tiempo de uso, consumo de formato de publicación, preferencias de géneros de contenido; dependiendo del sexo y generación de entre Millennials (1981 a 1996) y Generación Z (1997 a 2010); en la ciudad de Loja. Periodo de investigación: Noviembre, 2024

Currently, social networks have positioned themselves as a prevalent medium among the community. In this scenario, Instagram stands out as a digital interaction platform, where its use is evident and expanding among its consumers. Therefore, this study focuses on Instagram user behavior, according to the conditions of gender and generation between Millennials and Generation Z; in the city of Loja, in the month of November 2024. In order to analyze the time of use of the social network, as well as the consumption of the publication format and content genre preferences. The research used the exploratory methodology in conjunction with the quantitative and qualitative approach. Using the survey technique and the questionnaire as an instrument, which was applied to 400 people (200 surveys to men and women; 100 for each generation). The results obtained reveal that most men spend 41 to 60 minutes daily, while women spend 21 to 40 minutes. Millennials spend 21 to 40 minutes, in contrast to Generation Z, which spends 41 to 60 minutes. Standard stories and publications are positioned as the favorite formats of the sample, as well as entertainment, humor and jokes, and travel and places in the world

• Auteur principal: Chuquimarca Carrión, Viviana Isabel (author)
• Format: bachelorThesis
• Langue: spa
• Publié: 2025
• Sujets: COMICACION; COMPORTAMIENTO DEL USUARIO; GENERACIÓN Z; MILLENNIALS
• Accès en ligne: https://dspace.unl.edu.ec/jspui/handle/123456789/32003