“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.
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