8/14/2019 Meida Final

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Introduction

The increased popularity and affordability of television, radio and personal computing in recentyears has put these gadgets in many homes across the nation. This availability has also driven thecost of access down so that many households can afford to subscribe these services. This, alongwith the vast amount of quality information that is now available on such media has led toincreased usage.

This study compares youths’ exposure to various media, including television, radio as well as theInternet.

Indian youth are awash in media. They have television sets in their bedrooms, personalcomputers in their family rooms, and digital music players and cell phones in their backpacks.They spend more time with media than any single activity other than sleeping, with the averageIndian eighteen to twenty five-year-old reporting more than four hours of daily media use. Thegrowing phenomenon of “media multitasking”—using several media concurrently—multipliesthat figure to six hours of media exposure daily.

Here we try to examine how both media use and media exposure vary with demographic factorssuch as age, race and ethnicity, and household socioeconomic status, and with psychosocialvariables such as academic performance and personal adjustment. We note that media exposure begins early, increases until children begin school, drops off briefly, then climbs again to peak atalmost six hours daily among eighteen twenty five-year-olds. It is found that television and videoexposure is particularly high among Indian youth. Media exposure is negatively related toindicators of socioeconomic status, but that relationship may be diminishing. Media exposure is positively related to risk-taking behaviors and is negatively related to personal adjustment andschool performance.

We also examine how the recent emergence of digital media such as personal computers, video

game consoles and portable music players, as well as the media multitasking phenomenon theyfacilitate, has increased young people’s exposure to media messages while leaving media use

time largely unchanged. Newer media, they point out, are not displacing older media but are

 being used in concert with them. We note that young people are more or less likely to use several

media concurrently and which media are more or less likely to be paired with various other 

media. They argue that one implication of such media multitasking is the need to reconceptualize

“media exposure.”

Research Methodology

• Research Problem

Media habits of youth are changing very speedly and it would of great help to know the

media habits of youth for the marketing plans of different companies. Electronic or digital

media are very dominant among the youth of today’s generation, so I concentrate my study

on the “Digital Media Habits of Young People”

8/14/2019 Meida Final

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• Research Objectives

1. To find out the qauntity of daily hours spent on electronic media by youth of Surat

city.

2. To find out the media preference among the youth of Surat city.

3. To study the channel preference concerned to television among the youth of Surat

city.

4. To study media consumption purpose of the youth of Surat city.

 

• Research Design

• Sampling Method

• Research Instrument

• Data analysis tool

Limitations