![](data:image/png;base64,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3C Empresa. Investigación y pensamiento crítico. ISSN: 2254-3376 Ed. 49 Vol. 11 N.º 1 Febrero - Mayo 2022
99 https://doi.org/10.17993/3cemp.2022.110149.85-117
diferencia signicativa entre ambas generaciones sobre las cantidades adquiridas: los millennials están
más acostumbrados a comprar más en línea. Sobre la cantidad de los usuarios, resalta que tanto
centennials como millennials utilizan como mayor frecuencia los videos cortos (80% y 84%), imágenes
(75% y 73%) y tutoriales; en este último contenido destaca el mayor uso de los centennials (74%) en
comparación de los millennials (64%).
Tabla 2. Descriptivos y prueba T.
Contenidos
digitales
Total Centennials Millennials Prueba
T entre
medias
Usuarios Media Desviación
estándar Usuarios % de
uso Media Desviación
estándar Usuarios % de
uso Media Desviación
estándar
Blogs 204 2,093 ,8162 110 35% 2,109 ,8166 94 36% 2,074 ,8196 ,763
Infografías 135 1,644 ,8417 70 22% 1,686 ,8261 65 25% 1,600 ,8624 ,556
Videos
cortos 469 1,753 ,6623 250 80% 1,780 ,6302 219 84% 1,721 ,6973 ,343
Podcasts 278 1,493 ,6457 160 51% 1,488 ,6634 118 45% 1,500 ,6236 ,874
E-books 144 1,319 ,5990 72 23% 1,319 ,6011 72 28% 1,319 ,6011 1,000
Correo
electrónico 303 1,403 ,6379 162 52% 1,383 ,6219 141 54% 1,426 ,6572 ,561
Webinars 68 1,662 ,8571 40 13% 1,750 ,8987 28 11% 1,536 ,7927 ,314
Entrevistas 165 1,576 ,8051 101 32% 1,485 ,7696 64 25% 1,719 ,8446 ,069
Plantillas
descarga-
bles
106 1,245 ,6296 54 17% 1,241 ,6123 52 20% 1,250 ,6530 ,940
Imágenes 425 1,762 ,6851 234 75% 1,782 ,7052 191 73% 1,738 ,6606 ,512
Whitepa-
pers 101 1,248 ,6230 58 19% 1,224 ,5936 43 16% 1,279 ,6664 ,664
GIFs 119 1,269 ,6202 63 20% 1,333 ,6720 56 21% 1,196 ,5533 ,226
Imágenes
con estadis-
ticas
108 2,065 ,9300 61 20% 2,066 ,9286 47 18% 2,064 ,9419 ,992
Video blogs 143 2,217 ,9355 85 27% 2,200 ,9232 58 22% 2,241 ,9608 ,796
Tutoriales 399 1,684 ,7163 232 74% 1,711 ,7316 167 64% 1,647 ,6949 ,376
Artículos y
noticias 324 1,716 ,8022 174 56% 1,695 ,8289 150 57% 1,740 ,7723 ,619