Media BitesWith the internet riding high in lives of the young people, MTV probed to findout if they turned to their internet or mobile for their morning dose of news. Ordo they still switch on the time tested traditional news sources –TV, Mags, Newspapers et al.Youth reiterates they use Social Media to stay connected to news.And, convincing power of Digital Media is catching up with the stalwarts inTraditional Media. (Can we highlight this statement).They feel that while the Traditional Media has the Substance, New Media donsCharacter and has more room for interactivity. However, they consume newsfrom both these sources with equal fervor. Frequency of use of social medianecessitates a brand’s presence on the digital platform.“If i get the news online its always through the online version of newspaper ofnews channel”“I follow my fav bands, authors, change makers on facebook to keep updated”“Actually if hotels or movie halls have presence on social media, I feel they r ofbetter quality”“Nothing beats the pleasure of shuffling the pages of a newspaper with a cupof tea in hand. Same goes for books vs ebooks”
Media Bites An extensive survey with Digital savvy youth confirms that young peoplebelieves Social Media (FB, twitter etc.) is almost as popular & convincingas Traditional Media (Newspapers & TV) 93% believe social media makes them more aware of currenttrends across the world. And 89% turn to social media for news and trends.
Convincing Power of Media for News 90 87 86 83 81 73 65 51 Newspapers Television Social media Magazines Word-of Blogs Radio Viral videos mouthSource : Digital Socialite study, MTV & TNS, 550 respondents, 20 cities, 2011
Women find TV the most convincing medium. For both genders, virals on the internet are the least convincing Convincing Power of Media for News (By Gender) 92 92 88 89 84 85 87 79 81 78 75 70 69 63 51 50 Newspapers Television Social media Magazines Word-of Blogs Radio Viral videos mouth Male FemaleSource : Digital Socialite study, MTV & TNS, 550 respondents, 20 cities, 2011
Word-of-mouth shows a steady increase as they grow older Convincing Power of Media for News (By Age) 92 92 89 90 87 87 88 88 85 85 85 86 82 79 79 76 7372 67 67 62 55 52 45 Newspapers Television Social media Magazines Word-of Blogs Radio Viral videos mouth 15 - 20 years 21 - 25 years 26 - 29 yearsSource : Digital Socialite study, MTV & TNS, 550 respondents, 20 cities, 2011
About the StudyMTV and TNS joined hands to understand how India would be 5 years down the linegiven the onset of social media revolution. In this study, we focus on a segmentwhich is the ‘Early Adopters’ in the digital scenario.The objective was to get a detailed understanding of the digitally savvy youngster -their habits and drivers of social media behavior and role of online in their purchasedecision making process. The study attempts to assess the impact Social media andtraditional media on new-age friendship, lifestyle and most importantly decisionmaking process. Thus, we understand the changing role of traditional media in wakeof new media and deep dive in the general beliefs and values of this generation esp.in wake of the loss of privacy with advent of social media.The respondents in age 15-29 have at least 2 of the following accounts -FB, Orkut, Twitter, Linkedin. The 450 respondents included in the study were spreadacross 20 cities including Delhi &NCR, Mumbai, Ahmedabad, Hyderabad, Bangalore, Chennai, Kolkata, Pune, Surat,Kanpur, Jaipur, Lucknow, Nagpur etc.
In line with their fast-paced life, multitasking gene, low patience and digitalhabits, we engaged with them with an unique mix methodology including thesocial media as a platform Foursquare • This application which was installed in respondents’ mobile phones helped us understand the paces that our TG frequents. Hence, we could point out certain hot-spots for the youth in each of the cities under consideration. Twitter • On Twitter, a new handle called “DIgitalsocialite’ was created and used to get feedback from followers on various topics. This contributed in understanding different attitudes and beliefs. Facebook Page • A Facebook page called “Young Socialite’ was created. This page now has more than 700 fans. The page was used to post statement and questions for the TG to answer and has contributed by offering various point-of-views from many ‘Digital Socialites’. Online Focused Group Discussions • While the other tools used gave us a perspective from the digitally savvy youth, the online group discussions had a representative sample of the youth. Hence it gave us a multi-dimensional understanding of ‘social media and the youth’. We used the simple chat rooms from ‘Chatzy’ to conduct these discussions. Survey Monkey • An online questionnaire was made are circulated among potential respondents. The responses collected were analyzed to quantify findings.
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