The document discusses research conducted by MTV and TNS on how young people in India consume news media. Some key findings include: 1) While traditional media like newspapers and TV are still popular sources of news, social media platforms like Facebook and Twitter are becoming nearly as popular and trusted among youth. 2) Over 90% of respondents believe social media keeps them aware of current trends worldwide and they frequently turn to social media for news and information. 3) Television is seen as the most convincing medium for news, particularly among women, while viral videos online are viewed as the least convincing across both genders.

1. MEDIA BITES

2. Media Bites
With the internet riding high in lives of the young people, MTV probed to find
out if they turned to their internet or mobile for their morning dose of news. Or
do 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 in
Traditional Media. (Can we highlight this statement).
They feel that while the Traditional Media has the Substance, New Media dons
Character and has more room for interactivity. However, they consume news
from both these sources with equal fervor. Frequency of use of social media
necessitates a brand’s 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 cup
of tea in hand. Same goes for books vs ebooks”

3. Media Bites
An 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
trends across the world.
And 89% turn to social media for news and trends.

4. 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
mouth
Source : Digital Socialite study, MTV & TNS, 550 respondents, 20 cities, 2011

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

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

7. About the Study
MTV and TNS joined hands to understand how India would be 5 years down the line
given the onset of social media revolution. In this study, we focus on a segment
which 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 purchase
decision making process. The study attempts to assess the impact Social media and
traditional media on new-age friendship, lifestyle and most importantly decision
making process. Thus, we understand the changing role of traditional media in wake
of 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 spread
across 20 cities including Delhi &
NCR, Mumbai, Ahmedabad, Hyderabad, Bangalore, Chennai, Kolkata, Pune, Surat,
Kanpur, Jaipur, Lucknow, Nagpur etc.

8. In line with their fast-paced life, multitasking gene, low patience and digital
habits, we engaged with them with an unique mix methodology including the
social 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.

9. For more details …
…write to us at
insights@mtvindia.com