Understanding the News Seeking Behavior Online: A Study of Young Audiences in India

© Media Watch 10 (S) 55-63, 2019
ISSN 0976-0911 e-ISSN 2249-8818
DOI: 10.15655/mw/2019/v10/Spl/49610


Understanding the News Seeking Behavior Online: 
A Study of Young Audiences in India


Mun Mun Ghosh

Symbiosis Institute of Media and Communication, India



Technology has changed the way we live and lead our lives. In our day-to-day life, we come across information in a variety of forms from diverse sources. The consumption patterns and sources vary from person to person. Although the causes are different the piece of information that is generated is more or less the same, only they vary in the format which is primarily governed by the type of medium each is exposed to. The rise in the variety of formats as well as content has increased rapidly with the advent of digital platforms and a tremendous increase in the penetration of the internet. This study attempts to find out the news consumption pattern among younger adults (25 to 35 years). The research adopts a quantitative approach to understand the consumption pattern. The study will provide relevant insight to the practitioners to gain an understanding on the emerging contours of news consumption and the “On Demand Culture” for news and information which became possible due to the digital revolution.


Keywords: Online news, Internet, digital platforms, younger people




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Mun Mun Ghosh (Ph.D., University of Calcutta, 2011) is an Assistant Professor and Deputy Director of Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Pune, India. Her research interests include applied statistics, econometrics, and quantitative analysis in the area of gender studies, consumer research and digital marketing.


Correspondence to: Mun Mun Ghosh, Symbiosis Institute of Media and Communication, Symbiosis International (Deemed University), Symbiosis Knowledge Village, Lavale, Mulshi, Pune-412 115, Maharashtra, India