A STUDY INTO THE NEWS CONSUMPTION PATTERNS AMONG THE INDIAN YOUNG ADULTS. MBA M&E - BROADCAST WWI
Usages of Traditional & Online media platforms. Provides evidence for assumption that Traditional media losing their lusteramong the young adults . Estimates of decline vary greatly , most of the Analysts believe that thedigital media Revolution is bringing young people back to news . The common notion that no young person cares about news in wrong.Genre of news might vary , its just that young Indian adults are moving to adifferent distribution platform. A lot of broadcasters might thus argue & disagreements might exist over“what is news”, doesn‟t necessarily mean that this audience can be neglected.
Comparing the News consumption on the internet and TV. Determining the „Newsfulness‟ of the various devices. Determining how enjoyable a particular device is. Preference of a particular platform for news access. Identifying the sources of the News being accessed. Regional News is on the rise , but does it appeal to the Young adults. Efficiency of both the platforms Traditional(TV) vis-à-vis Internet.
Research primarily aims to build upon what is known from the existing surveys over the internet. Conducted a questionnaire survey based on the Qualitative sampling method over 5 metropolitan cities. TG: 18-30 Sec A/B Sample size :300 The surveys were conducted over the Internet via an Online Questionnaire whereas the Mumbai samples‟ Responses were collected through field visits and one on one interactions. Analysis tools applied : Surveymonkey.com, SPSS, Excel.
Following steps have been followed . Finding the Average time Spent by a User over the Internet for News access. Finding the Average Time Spent by the viewer on the TV News channels Qualitative Sampling via an Internet Based Questionnaire Survey ( Field Visits to Mumbai based respondents)
Multiple News Enterprises & Multiplatform News consumption leading to convergence. Growing internet penetration in India News Needs Change with age & sex. Youth is realizing the benefits of news. Rise in Social Networks & UGCs. Problems faced by news channels making it difficult for them to sustain their existing Business Models. I. Operational Costs much higher. II. Carriage Fees & Placement Fees III. Overdependence on Ad- Revenues. IV. Low Subscription Revenues.
Penetration Rates of Devices:94% of respondents owned or hadregular access to a Desktop/Laptop Penetration of TV comparativelylower at 85% 65% of the respondents owned asmartphone and the tabletpenetration was around 16%.
Rank the following online modes of news consumption based on your preference (1-4). Rank Rank RatingAnswer Options Rank 3 Rank 4 1 2 AverageNews Websites 93 75 63 54 2.27News Aggregating websites (Google, yahoo etc) 69 120 72 24 2.18News aggregating mobile apps (pulse ,stumble upon etc) 33 48 63 141 3.09Social Networks (Twitter , FB etc) 90 84 75 36 2.20 Respondents asked to rank the following modes/ sources of news over the internet. Rank 1 : most preferred & Rank 4: Least preferred. Following is the ranking in its order: 1. News Aggregating Websites(google,yahoo) 2. Social Networks (Twitter, FB etc) 3. News Websites 4. News Aggregating Mobile Apps(Pulse)
Following are the rankings of the various platforms based on their weighted averages:1. Computer - 2.38 (most preferred)2. Mobile - 2.553. TV - 2.564. Newspaper - 2.765. Tablets - 4.28 (least preferred)
The respondents owned a series of multipurpose devices, but how likely were they to use those devices for News accessing? It was found that a majority of the respondents access news regularly on their computers almost 64% , whereas almost 57% of them view the TV news or read newspapers regularly. More than 35% users access News regularly on their smartphones & a little over 8% use their tablets for news access.This shows that with the increasingly fast paced life in the metros people are more comfortable accessing news over the internet than watch their TVs, proves the reasons for low Time spends on TV.
A B C D E Ownership/ Use for news atleast Use for news Newsfulness Newsfulness Access once a week everyday Weekly Daily (%) (%) (%) (B/A) (C/A) Computer (desktop,laptop) 94.7 34.7 63.2 0.37 0.67 Smartphone 64.2 17.2 35.5 0.27 0.55 TV 84.2 37.9 56.8 0.45 0.67 Tablets 15.8 7.6 8.7 0.48 0.55 The table illustrates that the TV & computer by far are the most Newsfuldevices with almost 67% of the TG who own them use these on a daily basis foraccessing news or viewing news content. The table shows how frequently these devices are used for news access but thethis may not prove the efficiency of that platform as the Time spends on thatplatform might be considerably low even though it is used frequesntly on a dailybasis. (ex. TV)
Entertainment News tops with 81% as the TGs most preferred genre of news. It is followed by Sports , international ,Business, Political & Regional News @ 60%, 58%, 53.7%, 48% & 47%. This also shows that the Regional news is not very popular with this age category. (Yet Regional news has grown @ 22% in 2011 since 2010).
75% of the young adults (most likely + Very likely) believe convenience is important when it comes to news consumption . For a majority of the young adults News isn‟t a strong driving content which would lead them to specifically tune into a particular news channel for viewing it. Most of them end up grazing news on the net because it is easily available , quick updates straight to their system/ device. As far as Television is concerned they end up viewing news mostly while surfing the channels
Electronic Devices Enjoyment level Traditional Platforms Enjoyment level Among users(0-7) Among users (0-7) Laptop 5.89 Print Newspaper 5.94 Desktop 5.19 Television 6.09 Smartphones 5.52 Tablets 5.46 Average 5.5 Average 6.01Enjoyment Level : New Devices vs. Legacy PlatformsWhen asked how users evaluate different devices in terms of enjoyment andhow new devices fare in comparison with the legacy platforms (e.g., printnewspapers & TV) the following were the responses on a scale of 0-7 . TheTable illustrates the results as to which platform is more enjoyable .Among thenew devices, the laptop & Smartphones are the most enjoyable. The averagescore for the new devices is 5.5, trailing behind the average (6.01) for legacyplatforms (i.e., print newspapers & TV).
Not all Devices are Newsful News on newer platforms not yet a reality but the fact that digital media is taking away a large chunk of the audience cant be neglected. Solution : Targeting the young adults ( 18-30) with tailored content & concentrating on developing loyalty amongst them for the channel. Operational Efficiency: Need to rationalize the Carriage fees, Placement fees. Redefining the Revenue market: Over dependence on the advertising revenues(reducing that), Subscriptions, Tailor made content (niche) to enable increased brand investments.