Digital Communication in Universities: Age and Gender in Student Engagement

The objective of this research is to analyze the influence of gender and age on the consumption and perception of university digital media, from a methodological perspective, field research was carried out with the application of structured questionnaires to a sample of students from a public university in Ecuador. The data were subjected to Spearman correlation tests to identify the association between the variables studied. The results suggest that variables such as age and gender show significant differences in relation to the type of content they prefer to consume and the frequency with which they consult social networks. In summary, universities must outline communication strategies to achieve greater acceptance and informative reach by students. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.