Factors Affecting Change in Pattern of Media Usage Among Different Age Groups

  INDIAN INSTITUTE OF FOREIGN TRADE

PROJECT SYNOPSIS

“Factors affecting change in pattern of media usage among different age groups”

INTRODUCTION:

This study aims at finding the various factors that affect usage of various media across age groups. With the advent of the digital age, traditional media like television, magazines, newspapers etc. have experienced a steep decline in usage.

It can be seen that media consumers in their 40s, 50s, 60s, and 70s grew up reading newspapers and magazines. Many of these consumers will never be as comfortable with digital as they are with paper, and they will keep reading newspapers and magazines until the day they die.

But media consumers in the 0s, 10s, 20s, and 30s have no such print habits or allegiances. To these folks, paper-based publications are a pain to carry and search, easy to misplace, and hard to share, and the information in them is outdated the moment it appears. For those who weren't raised on paper, digital is superior in almost every way.

OBJECTIVES AND RESEARCH PROBE

• To understand attitude and perception of respondents towards different media.
• To study the respondents awareness towards different media.

SCOPE & METHODOLOGY

A detailed study and analysis will be done to understand the different factors affecting media usage across age groups. A questionnaire with specific questions targeting the urban population in Delhi-NCR region across age groups will be circulated. After the survey, the feedback will be analyzed and presented highlighting the various reason for variation in media consumption across age groups.

WAYS TO COLLECT INFORMATION

Techniques that will be used for data collection:

• Literature search reviewing all readily available materials. The materials will include, relevant publications, newspapers, magazines, on-line databases, and any other published materials.
• Surveys.

• In-person surveys
• Online surveys

DATA COLLECTION TECHNIQUE

• Primary data

Collected by new research.

• Questionnaire

• Secondary data

Already existing data. Collect them by following methods

• Internet
• Books
• Published Reports

• Data Interpretation Tools

Following software will be used during analysis and compiling of data.

• Survey Monkey
• Microsoft Excel
• Microsoft Word

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