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VISHAL SINGH102516066
A STUDY INTO THE NEWS CONSUMPTION PATTERNS AMONG THE INDIAN YOUNG ADULTS.
MBA M&E - BROADCASTWWI
INTRODUCTION
Usages of Traditional & Online media platforms.
Provides evidence for assumption that Traditional media losing their
luster among the young adults .
Estimates of decline vary greatly , most of the Analysts believe that
the digital 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 a different 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.
OBJECTIVES
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.
METHADOLOGY
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)
PLAN OF ACTION
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.
ANALYSIS OF THE SECONDARY DATA
ANALYSIS: PRIMARY DATA
Penetration Rates of Devices:
94% of respondents owned or
had regular access to a
Desktop/Laptop
Penetration of TV
comparatively lower at 85%
65% of the respondents owned
a smartphone and the tablet
penetration was around 16%.
Rank the following online modes of news consumption based on your preference (1-4).
Answer OptionsRank
1Rank
2Rank 3 Rank 4
Rating Average
News Websites 93 75 63 54 2.27
News Aggregating websites (Google, yahoo etc) 69 120 72 24 2.18
News aggregating mobile apps (pulse ,stumble upon etc) 33 48 63 141 3.09
Social 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 - 2.55
3. TV - 2.56
4. Newspaper - 2.76
5. 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 EOwnership/
Access(%)
Use for news atleast once a week
(%)
Use for news everyday
(%)
NewsfulnessWeekly(B/A)
NewsfulnessDaily(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
Newsful devices with almost 67% of the TG who own them use these on a
daily basis for accessing news or viewing news content.
The table shows how frequently these devices are used for news access
but the this may not prove the efficiency of that platform as the Time
spends on that platform might be considerably low even though it is used
frequesntly on a daily basis. (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
Among users(0-7)
Traditional Platforms Enjoyment level
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 6.01
Enjoyment Level : New Devices vs. Legacy Platforms
When asked how users evaluate different devices in terms of enjoyment
and how new devices fare in comparison with the legacy platforms (e.g.,
print newspapers & TV) the following were the responses on a scale of
0-7 . The Table illustrates the results as to which platform is more
enjoyable .Among the new devices, the laptop & Smartphones are the
most enjoyable. The average score for the new devices is 5.5, trailing
behind the average (6.01) for legacy platforms (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.
RECOMMENDATIONS/SOLUTIONS
CONCLUSIONS
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.