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“Election Matter: India” Consumer research study on news consumption habits and election sentiments
Against the backdrop of the 2024 general elections in India, our corporate advisory & public affairs team in India has released a new consumer research study, “Elections Matter: India” revealing stark differences in news consumption habits and election sentiments among Gen Zs and Millennials in India.
Here are some key findings from the report:
- Over 55% of Millennials engage with news daily, compared to 36% of Gen Zs.
- YouTube is the most popular platform for news and politics, followed by Instagram, TV channels and WhatsApp.
- Most popular is not necessarily the most trusted as Google search, print media, and digital news are considered more trustworthy.
- After fake news websites, social media influencers top the list for spreading misinformation, Males, in particular, were distrustful of them.
- Millennials are more motivated towards voting owing to civic duty, while Gen Z appears to be less politically engaged.
- Civic and social factors such as infrastructure development, outweigh economic concerns as primary voting motivations across cohorts.
Read and download the full report here.
To learn more and get involved, contact us at: enquiryapac@webershandwick.com