International Journal of Sub-Saharan African Research (IJSSAR)

Background: Media consumption habits has to do with the recurring patterns, preferences and behaviours that an individual or demographics exhibits when engaging with various forms of media as it dictates the content that people choose to absorb, how they access and what they do with it.
Objective: The study examined the Media Consumption Habits of Students in Higher Institutions in Ibadan. The objective of the study was to identify students' media habits in the selected universities in the Ibadan metropolis, southwest, Nigeria.
Method: The methodology used for the study was the descriptive survey method. While the research instrument used was the Self-administered questionnaire to collect relevant information from the students, however, a total number of three hundred and twenty-six questionnaires were administered and a simple random sampling technique was used to select the respondents. The data gathered were analysed using Statistical Package for Social Sciences (SPSS) version 21 in the form of tables, percentages and frequency count.
Result: Social media platforms enable users to communicate, build relationships, and gain popularity. While social media connects students with peers and faculty, the rise of digital platforms has led to increased online content consumption, including streaming services, podcasts, and news outlets. This study also shows the effects of media habits on undergraduates in Ibadan and found that media use encourages learning, provides information, influences lifestyle, and entertains, but can also lead to procrastination and addiction. Interestingly, media use does not affect self-esteem or lead to loneliness.
Conclusion: This study concludes that undergraduates primarily use the Internet for browsing and social media, with minimal engagement in streaming, downloading, and reposting content.
Unique Contribution: the study has offered new insight into how policymakers can use the study results to develop evidence-based policies and guidelines to promote healthy media consumption habits among students, ensuring their academic success and overall well-being. In addition, guiding media literacy and responsible media use
Key Recommendation: The study recommended that Media literacy training should be done to integrate media literacy into the university curriculum to educate students on responsible media usage, critical thinking, and online safety.