Media Bites

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MEDIA BITESMEDIA BITES

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Media Bites

With 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).

,

Character and has more room for interactivity. However, they consume newsfrom both these sources with equal fervor. Frequency of use of social medianecessitates a brands presence on the digital platform.

If i get the news online its always through the online version of newspaper of news 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 of better quality

Nothing beats the pleasure of shuffling the pages of a newspaper with a cupof tea in hand. Same goes for books vs ebooks

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Media BitesAn extensive survey with Digital savvy youth confirms that young people

believes Social Media (FB, twitter etc.) is almost as popular & convincing

as Traditional Media (Newspapers & TV)

93% believe social media makes them more aware of current

.

And 89% turn to social media for news and trends.

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9087 86

83 81

73

Convincing Power of Media for News

Newspapers Television Social media Magazines Word-of mouth

Blogs Radio Viral videos

65

51

Source : Digital Socialite study, MTV & TNS, 550 respondents, 20 cities, 2011

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Women find TV the most convincing medium. For both

genders, virals on the internet are the least convincing

9284

89

8178

75

88 92

7985 87

Convincing Power of Media for News (By Gender)

Newspapers Television Social media Magazines Word-of mouth

Blogs Radio Viral videos

63

51

69

50

Male Female

Source : Digital Socialite study, MTV & TNS, 550 respondents, 20 cities, 2011

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Word-of-mouth shows a steady increase as they

grow older

92

85 85 86

7673

8987 87

7982

72

92 90

8588 88

79

Convincing Power of Media for News (By Age)

Newspapers Television Social media Magazines Word-of mouth

Blogs Radio Viral videos

62

45

67

55

67

52

15 - 20 years 21 - 25 years 26 - 29 years

Source : Digital Socialite study, MTV & TNS, 550 respondents, 20 cities, 2011

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About the StudyAbout 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.

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In line with their fast-paced life, multitasking gene, low patience and digitalhabits, we engaged with them with an unique mix methodology including the

social media as a platform

This application which was installed in respondents mobile phoneshelped us understand the paces that our TG frequents. Hence, wecould point out certain hot-spots for the youth in each of the citiesunder consideration.

Foursquare

On Twitter, a new handle called DIgitalsocialite was created andused to get feedback from followers on various topics. Thiscontributed in understanding different attitudes and beliefs.

Twitter

Facebook Page

A Facebook page called Young Socialite was created. This pagenow has more than 700 fans. The page was used to post statementand questions for the TG to answer and has contributed by offeringvarious point-of-views from many Digital Socialites.

While the other tools used gave us a perspective from the digitallysavvy youth, the online group discussions had a representativesample of the youth. Hence it gave us a multi-dimensionalunderstanding of social media and the youth. We used the simplechat rooms from Chatzy to conduct these discussions.

Online Focused Group Discussions

An online questionnaire was made are circulated among potentialrespondents. The responses collected were analyzed to quantifyfindings.

Survey Monkey

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For more details

write to us at

ns g s m v n a.com