Print media is alive and kicking only in the South as 50% of those surveyed felt that advertisements regarding cars- smartphones - education and finance was concerned newspaper advts were trustworthy. Newspapers were still read for improving language skill and content related to science & technology, global affairs & health . Current affairs and news affairs took a back seat. Western India bought newspapers to know local news. Around 40% of those surveyed had not renewed subscriptions citing that it could cause spread of virus and major factor was they watched News channels and had social media and news apps on their smartphones. The social media gave them news. 57% of those surveyed had taken news apps .states Havas Media Group India’s latest whitepaper Meaningful Media – ‘Media That Matters’
It was only in the 41- 50 yrs age group that some time was spend on reading news papers. Car Advertisement in the print was the most trusted by the first time car buyers. Those buying smartphones too depended on print media ads. The research involved Stratified Random Sampling from YouGov’s proprietary panel which consists of 200,000 active panelists in India, aged between 21-50 years, male and female with a current subscription to at least one daily newspaper, spread across 14 key cities in India.
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