Media Consumption Habits of youth is a study of time spend by students or young executives (age group 18 to 30 years) on various media. The study attempts to find out which all type of media youth access, frequency of access and time of the day when they access a particular media.

1. A
STUDY ON
Media Consumption Habits
Age Group 18 to 30 years
BY
Mr. Prashant Bari
IT Professional
MBA Marketing(Final Year), BE Comp
Certified Professional- OCJP, CEH
Prashant.bari.4@gmail.com

2. Table of Contents
Table of Contents........................................................................................................ 2
Executive Summary........................................................................................................ 3
Important Definitions...................................................................................................... 5
Introduction..................................................................................................................... 6
Statement of Problem...................................................................................................... 9
Objectives of the Research............................................................................................ 10
Hypothesis..................................................................................................................... 11
Research Methodology ................................................................................................. 12
Data Analysis & Findings............................................................................................. 14
Findings......................................................................................................................... 49
Limitations.................................................................................................................... 50
Suggestions & Conclusions .......................................................................................... 51
Appendix-I.................................................................................................................... 53
Questionnaire for Media Consumption Pattern for Students.................................... 53
Appendix-II................................................................................................................... 57
Appendix –III Acronyms .............................................................................................. 57
Bibliography ................................................................................................................. 58
Thank You!....................................................................................................................... 59

3. Executive Summary
Media Consumption Habits of youth is a study of time spend by students or young
executives (age group 18 to 30 years) on various media. The study attempts to find out
which all type of media youth access, frequency of access and time of the day when they
access a particular media.
Innovations in Digitalization has created a shift in media usage. This lead to need
for exact information about advertising media, their behaviour pattern etc for
Management for media selection.
The study was aimed to solve some of these management problems by providing
information about possible effectiveness of each type of the media for youth
advertisements.
The study initially covers key aspects about the ‘Media’ and ‘Media Consumption
Habits’. Brief information on media types is gathered to provided difference and
characteristics of each type of media. The study also puts highlight of the facts behind the
rise of digital technology. Primary research also made to know are there any
shortcomings in existing media that lead to rise of digital media.
Exploratory Research was done for primary research. Based on the outcomes of
the primary research the ‘Descriptive Research Design’ was selected for detailed
research. The study uses Simple Random Sampling method. The detailed study was
conducted primarily in 2 cities Mumbai and Pune in Maharashtra. Data is collected using
Field Surveys, emails, calls and tools like Google docs.
The Data Analysis for user responses to every questions is performed. It was
found that Times of India is most preferred newspaper by respondents. About newspapers
people usually spend 20 minutes but mostly they don’t prefer to spend money for that.
Mobile and Internet were the most used media. Google is the most preferred search
engine. The results also showed decline in T.V. and Radio in media consumption by
youth.

4. Based on the detailed analysis it is recommended that internet can be chosen as a
media for youth advertisements. More budget can be allocated to mobile ads. Marketers
should also consider popular T.V. hosts for advertisements characters as their popularity
is also increasing, T.V. can be a good advertisement media during 8-10 pm. For radio
ads, they should be timed either in morning or late night to reach good number of youth
audience.
The study concluded with recommendations and further possible advancements in the
study.

5. Important Definitions
Media- Media are the collective communication outlets or tools that are used to store and
deliver information or data It is either associated with communication media, or the
specialized communication businesses such as: print media and the press, photography,
advertising, cinema, broadcasting (radio and television), and/or publishing.
Media Consumption- Media consumption or media diet is the sum of information and
entertainment media taken in by an individual or group.

6. Introduction
Media are the collective communication outlets or tools that are used to store and deliver
information or data It is either associated with communication media, or the specialized
communication businesses such as: print media and the press, photography, advertising,
cinema, broadcasting (radio and television), and/or publishing.
Media consumption or media diet is the sum of information and entertainment media
taken in by an individual or group. It includes activities such as interacting with new
media, reading books and magazines, watching television and film, and listening to radio.
An active media consumer must have the capacity for skepticism, judgment, free
thinking, questioning, and understanding.
Media Types-
Media can be classified into following categories.
1. Print Media-
2. Mass Media-
3. Outdoor Media-
4. Digital Media-
Figure 1: Media Types
1. Print Media-

7. It can be media in the form of book, magazine or newspaper.
A book is a collection of sheets of paper, parchment or other material with a piece of text
written on them, bound together along one edge within covers.
A magazine is a periodical publication containing a variety of articles, generally financed
by advertising and/or purchase by readers.
A newspaper is a publication containing news and information and advertising, usually
printed on low-cost paper called newsprint.
2. Mass Media-
Mass Media- The mass media are diversified media technologies that are intended to
reach a large audience via mass communication. The technologies through which this
communication takes place vary. It can be television, radio etc
3. Outdoor Media-
Outdoor media transmit information via such media as AR advertising; billboards;
blimps; flying billboards (signs in tow of airplanes); placards or kiosks placed inside and
outside of buses, commercial buildings, shops, sports stadiums, subway cars, or trains;
signs;
4. Digital Media-
Digital media comprises both Internet and mobile mass communication. Internet media
comprise such services as email, social media sites, websites, and Internet-based radio
and television.
Evolution of the Media-
The media evolved over the period of time as follows.
1. Print (books, pamphlets, newspapers, magazines, etc.) from the late 15th century
2. Recordings (gramophone records, magnetic tapes, cassettes, cartridges, CDs, and
DVDs) from the late 19th century
3. Cinema from about 1900
4. Radio from about 1910
5. Television from about 1950
6. Internet from about 1990
7. Mobile phones from about 2000

8. Rise in Digital Media-
In the last century, a revolution in telecommunications has greatly altered communication
by providing new media for long distance communication. The first transatlantic two-way
radio broadcast occurred in 1906 and led to common communication via analogue and
digital media:
 Analog telecommunications include some radio systems, historical telephony
systems, and historical TV broadcasts.
 Digital telecommunications allow for computer-mediated communication,
telegraphy, and computer networks.
Modern communication media now allow for intense long-distance exchanges between
larger numbers of people (many-to-many communication via e-mail, Internet forums, and
teleportation). On the other hand, many traditional broadcast media and mass media favor
one-to-many communication (television, cinema, radio, newspaper, magazines, and also
social media). The innovative products and services like i-phone, facebook, orkut etc
resulted in increase in more number of users internet. There are billions of users using the
internet and count increasing every day.
Electronic media is enjoying broader use every day and with an ever-increasing number
of electronic devices continually being made, media consumption and technology use is
increasingly being seen as a time consuming act that distracts youth from interacting
personally with friends and family through face-to-face contact. Social disengagement is
evident which can be associated with poor quality of life both physically and mentally.
Facilities such as mobile networks, electronic data exchange have brought world closer,
the business process are simplified. This has increased the standard of life for human
beings.
Challenges with rising Digital media
The rise in digital media, however lead to some challenges.
 As the information is available in electronic format. It is little more difficult to
keep control over electronic information than print information. Threats from
hackers, fraud transitions are increasing every day.
 Easy reach of digital media has also lead to some challenges to media industry as
many time false information, rumors are spreading very fast. So for companies to
manage their public relations is getting challenging every day.
 The rise in digital media has also created challenges to legacy media channels like
print media, and the people dependent on them

9. Statement of Problem
Medium Selection Challenge:
With increase in number of Media channels, work style and advancement in technology it
has become difficult to reach target audience at right time at right place with cheapest
possible cost. Internet has certainly seen exponential increase in last decade. But internet
itself has got many sub mediums like web application, mobile applications, social sites,
professional sites and many more. Figuring out where the company can find target
audience at desired time has become very difficult. Because knowing exactly which
mobile app, site the user may be viewing at a given time is very complex to decide. With
rise in internet traditional Medias like Television, print media has also started various
campaigns to retain their market share, which further made it complex to find target
customers at a given point in time.
Budgeting challenge:
One a medium is selected, selecting a medium out of it is further complex because of new
pricing mechanism and new evaluation metrics for every medium.
e.g. Even if we decide to go with a social media as a preferred media for advertising
deciding which media to go for facebook, google, linked in or other is difficult because
each one of them give different metrics for evaluations have different pricing models,
making it more difficult to compare them. Slightest mistake in selecting a right medium
can lead an organization loss of many hard earned rupees.

10. Objectives of the Research
Selected Media- newspapers, outdoor, television, internet, radio media
1. To study the media consumption pattern of youth in 2 key cities in Maharashtra,
Mumbai and Pune
2. To find average time spent by the youth on selected media
3. To find the expected presence of the youth at selected media based on time of the
day
4. To find the spending pattern of the youth on the selected media
5. To relate lifestyle with the media exposure at various time of the day

11. Hypothesis
1.
a. H0: Television and Internet both have equal exposure to youth
b. H1: Television is the preferred medium for advertisement targeted to
Youth
2.
a. H1: Hoardings provide more brand recall than any other Media type
3.
a. H0: Radio and T.V. are equally effective for Youth related ads
4.
a. H1: Youth prefer to access internet over cybercafé than in office

12. Research Methodology
Descriptive Design
Purposes:-
 Describe characteristics of group
 Determine proportion of people who act a certain way
 Make predictions
 Determine relationships between variables
Data Collection Methods:
1. Online Surveys- Online form was created with Google Forms to capture the user
info.
2. Emails- Few Surveys were requested on email
3. Calls- Calls were made to respondent who were not having internet access. After
discussing their responses on call the information if filled in sheet
4. Filed Surveys- Visited few colleges, classes and requested students to fill
hardcopy of the Survey forms
Sampling-Simple Random Sampling
In a simple random sample (SRS) of a given size, all such subsets of the frame are given
an equal probability. Furthermore, any given pair of elements has the same chance of
selection as any other such pair (and similarly for triples, and so on). This minimizes bias
and simplifies analysis of results. In particular, the variance between individual results
within the sample is a good indicator of variance in the overall population, which makes
it relatively easy to estimate the accuracy of results.
But can be vulnerable to sampling error because the randomness of the selection may
result in a sample that doesn't reflect the makeup of the population. For instance, a simple
random sample of ten people from a given country will on average produce five men and
five women, but any given trial is likely to over represent one sex and underrepresent the
other. Systematic and stratified techniques attempt to overcome this problem by "using
information about the population" to choose a more "representative" sample.
SRS may also be cumbersome and tedious when sampling from an unusually large target
population. In some cases, investigators are interested in "research questions specific" to
subgroups of the population. For example, researchers might be interested in examining
whether cognitive ability as a predictor of job performance is equally applicable across
racial groups. SRS cannot accommodate the needs of researchers in this situation because

13. it does not provide subsamples of the population. "Stratified sampling" addresses this
weakness of SRS.
Sample Size- 100
Sample Frame- 300

14. Data Analysis & Findings
Question wise analysis is given below.
Tool used for analysis: Google forms. Images are taken from the analysis by google
forms analysis tool.
Question: Which of the Following Media do you make use of?
User Responses Media
T.V. 33
Radio 14
Internet 38
Outdoor 1
Mobile 34
News Paper 22
Magazines 6
Cinemas 10
VCD/DVD 1
Observations:
1. Internet is the most preferred media among the youth, followed by mobile and
then Television
2. Youth also showed considerable interest towards News Media

15. 1) Which form of the media do you utilize firstly in the morning?
Category
Media Used in
Morning
T.V. 6
Radio/FM 0
Mobile 24
Newspaper 12
Magazines 1
Internet 5
Observations:
1. Around 50% of the youth access the media on mobile devices
2. Following mobile, Newspaper is the 2nd
highest media chosen by youth in
metropolitan youth ahead of TV

16. 2) Which Newspaper do you subscribe?
Newspaper
Number of
Readers
Times of India 13
Sakal 4
Gujarat Samachar 1
Maharashtra Times 1
India Times 1
Economic Times 1
Hindustan Times 3
Loksatta 1
Dainik Divya Marathi 1
Samma 1
The Hindu 1
Navbharat times 1
No 2
Observations:
1. Times of India is the most read newspaper by the youth
2. In Regional newspapers, “Sakal” is preferred

17. 3) Which type of articles do you prefer to read?
Category Reading Preference
Social/political 21
Business 21
Sports 19
Entertainment 21
Other 3
Observations:
1. Social/ Political, Entertainment, Business are the 3 most preferred categories by
the youth with almost same intensity of interest

18. 4) The time you spend on reading it:
Category Time Spent on Reading
5-10 min 15
10-20 min 20
20-30 min 9
30+ min 4
Observations:
1. Youth spend on an average 5 to 20 minutes on Newspaper reading.

19. 5) Do you go to any Gym/Beauty Salon?
Category Gym/ Saloon
Gym/ Saloon 24
None 24
Observations:
1. 50 % of the youth go for Gym/Beauty Salon.

20. 6) While on the way to your College /Work Place which media are you mainly
engaged in?
Media Media
Mobile 6
Newspaper 1
Radio 1
Hoarding 2
Internet(Other than cell
phone) 2
No 11
1. During commute time, youth seems to be engaged on mobiles with less attention
to outside hoardings outside.

21. 7) Do you buy any Newspaper / Magazine on the way? If yes name it
Newspaper Newspaper
Times of India 2
Mint 2
Economic Times 1
No 4
Hindustan Times 1
Navakal 1
Observations:
1. Even though 25% of the youth read newspaper on routine basis, 37% of them
prefer to pay for it.
2. While purchasing the newspaper, youth prefer to purchase Well known
newspaper like Times of India or specific to particular area of interest like Mint

22. 8) The three magazines that you read (In Order) :
Rank 1 Choices:
Harward Business Review
Travel Event Information
Auto Car
Readers' Digest
Code Project
Times
Business India
Stardust
CA Institute
Rank 2 Choices:
Film fare
Vyaoari Mitra
Rank 3 Choices:
Business Today
Observations:
1. Youth prefer to read magazines on Business

23. 9) Where do you usually have your lunch?
Category Place for Lunch
Home 9
Carry lunch From Home 17
College/ Office 21
Indian Restaurant 1
Visit CCD/ Pizza hut/Dominos/ Mc Donald's 0
Other 0
Observations:
1. People prefer to have lunch in their college or office canteen

24. 10) What do you usually do in the afternoon?
Category Afternoon Time
Office Work 16
Reading 1
Rest 3
Talk with Friends 2
Study 3
Internet Surfing 1
Sleep 1
Leisure activities 6
No 1
Observations:
1. Most of the people prefer to do office work in the afternoon. Some takes time out
for leisure activity post lunch.

25. 11) Which type of media do you make use of during your working hours?
Category Media During Working Hours
T.V. 2
Radio/ FM 0
Mobile 27
Newspaper 5
Magazine 1
Internet 35
Observations:
1. Internet and mobile apps are the most commonly used media during office/
college hours
2. Almost negligible people tune to Radio/ FM during office hours

26. 12) Do you ever read hoardings? Can you recollect any good sites?
User Responses Level of Hoarding Recall
Specific Brand Recall 8
Not able to Recollect 9
No 4
Observations:
1. Even though most of the youth read hoardings most of them are not able to
recollect the brand.

27. 13) What do you prefer to do in the evening? (5 Pm - 7 Pm)
User Responces Evening Activity
Commute 3
T.V. 2
Chating on Mobile 4
Exercise 3
Hobbies/ Career
Advancement 3
Hangout 3
Office Work 7
Movie on Laptop 1
Snacks 4
Internet 1
Study 1
No 1
Shopping 1
Music on Mobile 1
Games 2
Observations:
1. Due to extended work hours most of the people are in office during 5-7 pm.
2. About 19 % are doing commute at this time.

28. 14) Name your three favorite shows on T.V.
Commonly watched
Shows
T.V
Shows
Tarak Mehata ka Ulta
Chashma 7
Devo ke Dev
Mahadev 2
Big Boss 4
Man Vs Wild 2
Commedy Nights with
Kapil 3
Chala Hava Yeu Dya 3
Other 15
No 3
Observations:
1. Comedy Entertainment is the preferred category youth for T.V Programs
2. Spiritual or cultural is the second most preferred category
3. Reality shows is 2rd preferred choice by youth

29. 15) Name your three favorite Characters/Hosts on T.V.
Most Favourite Hosts/
Character
Most
Favourite
Hosts/
Character
Bhau Kadam 3
Kapil Sharms 5
Tarak Mehata 2
2
Amitabh 2
Nilesh Sabale 2
Karan Kundra 2
No 6
Other 8
Observations:
1. Comedy host actors are the most admired by the youth
2. Following them, come the actors from movie, especially action movie actors.

30. 16) Where do you surf the Internet?
Category
Place for accessing
Internet
Home 41
Cyber Café 2
College 5
Work Place 27
Observations:
1. Home and work are the most preferred places for internet access.
2. Use of cyber café for internet access is sharply declined

31. 17) For what purpose do you use the Internet: -
Category
Purpose of
Internet
Communication 36
Searching 39
Email 39
Blog 8
Other 0
Observations:
1. Email, search and communications are the most common purpose behind internet
usage.

32. 18) Which are your favorite search engines?
Common
Responses
Search
Engines
Google 6
Bing 1
Wikipedia 2
Other 3
Observations:
1. Google is still the most preferred search engine
2. But Number of people who are using other search engine is also growing

33. 19) Time you spend on the Internet?
Time on Internet
Time
on
Internet
>4 12
<1 8
1 to 2 7
2 to 4 10
Observations:
1. 59% of the youth spend more than 2 hours daily on internet access

34. 20) How do you prefer listening to music: -
Category
Preferred Device for
Music
Radio 11
i-pad 1
MP3 Player 9
Mobile 44
Other 2
Observations:
1. Over 93% of the youth prefer to listen the songs on mobile

35. 21) How long do you listen to Radio?
User Responses
Radio
Listening
Duration
1 to 2 7
No 8
<1 12
>2 0
Observations:
1. Around 44% of the youth listen radio for less than 30 minutes

36. 22) Who is your favorite Radio Jockey?
Most Popular
Most Popular Radio
Jockey
Jeeturaj 1
Navin 1
Malishka 2
Nilesh Mishra 1
Kedar Jadhav 91.1 1
Rubina.. That is only name i
recall 1
Preference on Song type 1
Observations:
1. Almost no radio jockey with afternoon show is given by youth
2. R. J selected by respondents are either in morning or night slots.

37. 23) Which is your Favorite show on Radio?
Most Popular
Most Popular Radio
Shows
Yadoon ka idiot box 4
Love Guru 2
Morning Show-
Malishka 1
Any Old Song Show 1
Morning Show- Kedar 1
Observations:
1. Show with fiction is rated top by the youth

38. 24) Which Radio Station do you prefer to listen (In Order?)
User Responses
Radio
Channel
FM 92.7 1
FM 104.8 3
FM 91.1 5
FM 98.3 4
FM 93.5 5
1. Radio Channels 91.1 and 93.5 are the most preferred radio channels.

39. 25) The type of Mobile phone do you have?
Category Mobile Phone Type
Basic Model 2
Enabled with FM 0
Camera + GPRS 19
High End (PDA/
Communicator etc) 21
Other 5
Observations:
1. Over 805 of the youth is using high end mobile phones

40. 26) What do you download for Your Mobile phones?
Category Download Preference
Tones 7
Songs 27
Wallpapers 17
Softwares/ Games 34
Other 5
Observations:
1. Games and songs are the most downloaded categories of downloads by the youth.

41. 27) How often do you visit the Malls?
Frequency Visits to Mall
Monthly 16
Quarterly 5
Daily 2
Half Yearly 5
Weekly 7
Observations:
1. Most of the young people visit malls once in a month

42. 28) Where do you spend the maximum time in the Malls?
Category
Max time spent in
mall
Gaming 3
Eateries 12
Accessories 20
Cinemas 22
Other 2
Observations:
1. Most of the youth visit malls for cinemas

43. 29) How often do you go out to see movies?
Frequency
Movie Watching
Frequency
Monthly 13
Quarterly 5
Half Yearly 4
Fortnightly 6
Weekly 5
Yearly 2
Observations:
1. Most of the youth go for movie at least once in month

44. 30) Which form of media do you utilize in the night?
Category Media Used in night
Watch T.V. 25
Listen Music 6
Play Games 9
Internet Surfing 29
Make/ Recive Calls 10
Other 1
Observation:
1. Internet and T.V. are the most used media at night by the youth.

45. 31) What do you usually do on Weekends?
Category Weekend Activity
Hangout Within
City 9
Careed
Development 1
Hangout Within
City- Entertainment 11
Games 2
Outing Mostly Out
of City 3
With Family at
Home 4
Rest 5
Leisure 2
Observations:
1. Over 21% of youth prefer to spend their weekend in outing activity or handing out
within the city.

46. Demographics
Age: 18- 30 years
Gender:
Category Gender
Male 38
Female 9
Parent’s Occupation:
Father:
Category Mothers Occupation
Public Sector 1
Private Sector 1
House Wife 43
Other 0

47. Mother:
Category Mothers Occupation
Public Sector 1
Private Sector 1
House Wife 43
Other 0
Residential Place: Pune/ Mumbai
Area: College/work Place - Medium Class Society
Qualification: - Graduate
Do you Work?

48. Category Work
Full Time 38
Part Time 3
Vacation Job 2
Do not Work 4

49. Findings
1. Following mobile, Newspaper is the 2nd
highest media chosen by youth in
metropolitan youth ahead of TV
2. Times of India is the most read newspaper by the youth
3. In Regional newspapers, “Sakal” is preferred
4. Social/ Political, Entertainment, Business are the 3 most preferred categories by
the youth with almost same intensity of interest
5. During commute time, youth seems to be engaged on mobiles with less attention
to outside hoardings outside.
6. While purchasing the newspaper, youth prefer to purchase Well known
newspaper like Times of India or specific to particular area of interest like Mint
7. People prefer to have lunch in their college or office canteen
8. Most of the people prefer to do office work in the afternoon. Some takes time out
for leisure activity post lunch
9. Almost negligible people tune to Radio/ FM during office hours
10. Due to extended work hours most of the people are in office during 5-7 pm.
11. Comedy Entertainment is the preferred category youth for T.V Programs
12. Home and work are the most preferred places for internet access.
13. Google is still the most preferred search engine
14. Almost no radio jockey with afternoon show is given by youth
15. Games and songs are the most downloaded categories of downloads by the youth.
16. Most of the youth visit malls for cinemas
17. Internet and T.V. are the most used media at night by the youth.
18. Most of the youth go for movie at least once in month

50. Limitations
This study is pilot study for understanding the “Media Consumption pattern of the
Youth” in metropolitan cities. Due to Time constraint below are some of the limitations
of the study
1. The study is kept limited to 2 cities Mumbai and Pune.
2. The income group is mostly youth from middle class family.
3. Even though attempt was made to have mix of respondent, Most of the
respondents were male.
But the study can give good insight of students and working professionals in these two
cities. I believe these inputs would be helpful in planning a big research for the “Media
Consumption Habits of Youth in Metro cities in India”

51. Suggestions & Conclusions
1. For advertisements targeted towards youth internet and mobile app ads is
suggested
2. For internet also youth prefer to have access on mobile than laptops. Marketers
should put more emphasis on the mobile version of Ads, applications than just
Laptop version
3. For targeting the youth from metropolitan cities, Newspaper can be chosen over
T.V. due to Out of Home lifestyle and access to Newspapers.
4. In Media Type Newspaper, Times of India ranked highest in national newspapers
and “Sakal” in regional newspapers. Marketers should keep this in mind while
selecting the media
5. Social/ Political, Entertainment, Business are the 3 most preferred categories by
the youth with almost same intensity of interest. Marketer needs to keep this mind
while advertisements and Promotion activities specially Public Relations and
Events Planning.
6. As youth spend around 5-20 minutes on newspapers reading, Marketers need to
make most of this small exposure time available to grasp attention of target youth.
More emphasis needs to be put on ‘Creative Advertisement’ which will catch
the attention of the youth.
7. With improving Economy and Higher standard of life in India, Youth seems to be
health and beauty conscious. Marketers dealing with health and beauty products
need to keep this in mind.
8. Hoardings may not work as expected on roads inside the cities as youth is mostly
engaged in their mobiles during commute with very less attention outside.
9. Despite of reading newspaper daily, very few wish to pay for it by purchasing.
Stakeholders related to Newspaper industry should understand this pattern and
can focus on earnings from advertisement than subscriptions.
10. Among Magazines, business related magazines are preferred by the youth.
Business related people can find it a good platform for Public Relations related
objectives.
11. Youth often can be found in their college/ office canteen. Marketers can find it a
cheaper way to reach the target customers from youth by displaying their ads on
in-house networks /local channels of the such canteens
12. Another place where youth can be found after lunch is social sites, as most of the
people prefer to surf on social sites post lunch
13. For entire span of office/ college hours internet and mobile are the most used by
youth.
14. There is very less possibility of finding of youth on radio. These times can be
avoided for advertising on radio by marketers to save valuable budgeted amounts.

52. 15. Hoardings can serve for brand reminder but can’t be treated as a medium for long
term brand recall.
16. Most of the people have commute time during 5-8 pm. Youth is expected to be on
mobile at this time. Marketers can plan the mobile ads at this time. As the users
are expected to pay more attention at this time
17. During evening youth can be found on Comedy or cultural T.V. show viewers.
But with increase in internet, most of them are switching to you tube or other
social media sites during evening, Marketers planning for video ads on Youtube
can target the ads in the evening.
18. Youth’s preference towards Television hosts is increasing considerably over
movie actors. Marketers can keep this mind while selecting brand ambassadors or
characters for advertisements.
19. Youth is preferring to access internet at home. The marketers of networking
related products can seek this as an opportunity to market their products.
20. Not only the number of users but also the time spent by them on internet is
increasing sharply. The marketers should take this into account and align their
business functions like servicing, communications online and digital format.
21. The Marketers in Music devices should pay attention to the fact that 93% of the
youth is preferring to listen music on mobile than special devices. Mobile with
excellent music system are expected to have a competitive advantage.
22. Radio ads targeted for youth can be planned during 7-9 am and 9-11 pm. Ads on
Radio during afternoon should be avoided.
23. Radio Channels should focus on fiction interest preference by youth.
24. The choice for radio ads should take into account Radio station preference,
Anchor preference, time of the show (Preferably evening)
25. Most of the youth visit malls at least once in a month. The Retailers in Mall
should plan campaigns and sales activities accordingly.
26. The promotion Campaigns for Fun- dinner should be planned on weekends. The
marketers can test the people’s preference to pay more on weekends on fun.

53. Appendix-I
Questionnaire for Media Consumption Pattern for Students
(age between 18 years to 30 years)
Dear Participant,
I am Prashant Bari student of Marketing MBA at Sinhgad Institute of Business
Management Mumbai, working on academic project "Media Consumption Pattern of
Students between age 18 to 30 years". In this project I am dealing with media habits of
young people. For this reason I request you to give me some information about your
media habits. Please answer the following questions. You will help me to work on our
project.
Thank you very much!
Prashant Bari
Which of the Following Media do you make use of?
a) T.V. [__] b) Radio [__] c) Internet [__] d) Outdoor [__] e) Mobile
[__] f) News Paper [__] g) Magazines [__] h) Cinema [__] i)
VCD/DVD [__]
___________________________________________________________
Questionnaire:
1) Which form of the media do you utilize firstly in the morning?
T.V. [__] Radio/FM [__] Mobile [__] Newspaper [__] Magazines [__]
Internet [__]
2) Which Newspaper do you subscribe?
_____________________________________
3) Which type of articles do you prefer to read?
Social/Political [__] Business [__] Sports [__] Entertainment [__]
Others _______________________.
4) The time you spend on reading it:
5-10 Minutes [__] 10-20 Minutes [__] 20-30 Minutes [__] 30+
Minutes [__]
5) Do you go to any Gym/Beauty Salon?
Yes/No ________________________
6) While on the way to your College /Work Place which media are you mainly engaged
in?

54. _____________________________________.
7) Do you buy any Newspaper / Magazine on the way. Yes [__] No [__],
If yes name it ___________.
8) The three magazines that you read (In Order) :
a)
b)
c)
9) Where do you usually have your lunch?
Home [__] Carry lunch from home [__]
College/Office canteen [__] Indian Restaurants [__]
Visit CCD/Pizza hut/dominos/McDonald’s_________________.
10) What do you usually do in the afternoon?
_____________________________________________________________
11) Which type of media do you make use of during your working hours?
T.V. [__] Radio/FM [__] Mobile [__] Newspaper [__] Magazines [__]
Internet [__]
12) Do you ever read hoardings? Can you recollect any good sites ?
13) What do you prefer to do in the evening? (5 Pm - 7 Pm)
14) Name your three favorite shows on T.V.
a)
b)
c)
15) Name your three favorite Characters/Hosts on T.V.
a)
b)
c)
16) Where do you surf the Internet?
a) Home [__] b) Cyber Café [__] c) College [__] d) Work Place [__]

55. 17) For what purpose do you use the Internet: -
a) Communication [__] b)Searching [__] c) E- Mail [__]
d) Blog [__] e) Others _______________________.
18) Which are your favorite search engines?
___________________________
19) Time you spend on the Internet: -
20) How do you prefer listening to music: -
a) Radio [__] b ) i- Pod [__] c) Mp3 Player [__] d) Mobile
[__] e)Other _______________.
21) How long do you listen to Radio?
22) Who is your favorite Radio Jockey?
_______________________________.
23) Which is your Favorite show on Radio?
_______________________________.
24) Which Radio Station do you prefer to listen (In Order)
a)
b)
c)
25) The type of Mobile phone do you have?
a) Basic Model [__] b) Enabled with FM. [__] c)Camera + GPRS [__]
d) High End (PDA/Communicator and such) [__]
26) What do you download for Your Mobile phones?
a) Tones [__] b) Songs [__] c) Wallpapers / Screen Savers [__]
d) Software / Games [__] e) Others ________________.
27) How often do you visit the Malls?

56. 28) Where do you spend the maximum time in the Malls?
a) Gaming [__] b)Eateries [__] c)Accessories [__] d)Cinemas [__]
29) How often do you go out to see movies?
30) Which form of media do you utilize in the night?
Watch Television [__] Listen Radio [__] [__]
Internet Surfing [__] Make / Receive calls [__]
31) What do you usually do on Weekends?
_____________________________________________________________
PERSONAL DETAILS
Name: - ____________________________________.
Age: - ___________
Gender: - Male [__] Female [__]
Parent’s Occupation:
Father:
Public Sector Private Sector Family Business Other _______________
Mother:
Public Sector Private Sector House Wife Other _______________
Residential Place:
Area: College/work Place [_______________________]
Qualification: -
Do you Work ?
a) Full Time [__] b) Part – Time [__]
c) Vacation Jobs [__] d) Do not work [__]
URL for Questionnaire:
https://docs.google.com/forms/d/15MRMx1edJDYBj2cK9JSqO2FKK46JaIRspsVx4y6Jp
xQ/viewform

57. Appendix-II
Radio Channel in Mumbai
Frequency (mHz) Stations
91.1 Radio City
92.7 BIG FM
93.5 Red FM
94.3 Radio One
98.3 Radio Mirchi
100.7 AIR FM Gold
102.6 Rainbow india
102.8
AIR VIVIDH
BHARATI
104 Fever 104 FM
104.8 Oye FM
107.1 AIR FM Rainbow
Radio Channels in Pune
Frequency (mHz) Stations
91.1 Radio City
90.8
Vidyavani
(University of Pune)
90.4
Radio FTII (Film &
Television Instiute
of India)
Appendix –III Acronyms
Acronym Description
OOH Out Of Home

58. Bibliography
Books:
C.R. Kothari, “Research Methodology” 3rd
Edition
Research Methods and Techniques
Web:
Media Consumption-Anonymous author
https://en.wikipedia.org/wiki/Media_consumption
Literature Review:- Anonymous author
New Report- https://indianprforum.wordpress.com/tag/media-consumption-patterns-in-
2012/
Existing Studies:- Dr. Puja Walia Mann
http://papers.ssrn.com/sol3/papers.cfm?abstract_id=1621440 (Paper available in public
domain)

59. Thank You!
BY
Mr. Prashant Bari
IT Professional
MBA Marketing(Final Year), BE Comp
Certified Professional- OCJP, CEH
Prashant.bari.4@gmail.com