De nieuwe realiteit van mediagebruik in België: van Gen Z tot babyboomers

Grégory Marchandise, UBA Domain lead Data & Technology and Content

9 april 2026

Het rapport Digital Consumer Trends van Deloitte laat zien dat Belgische consumenten niet allemaal in dezelfde richting evolueren. Toestelgebruik, streaminggewoonten, audioplatformen en nieuwsgebruik verschillen steeds sterker per generatie.

Voor merkenbouwers verschuift de uitdaging van één dominant kanaal naar inzicht in hoe schermen, formats en AI aandacht, ontdekking en vertrouwen beïnvloeden.

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De nieuwe realiteit van mediagebruik in België: van Gen Z tot babyboomers

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