New Delhi: Weber Shandwick India has released its insightful “Elections Matter: India Report,” shedding light on evolving news consumption habits and electoral sentiments among Millennials and Gen Z in India. The report, spearheaded by the Corporate Advisory and Public Affairs practice, offers a comprehensive analysis based on a survey conducted across the country’s top 10 cities.
The survey revealed stark generational differences in news engagement. Over 55% of Millennials follow news daily, in contrast to approximately 36% of Gen Z respondents. Print media stands out as a preferred source for Millennials, with 45% consuming it for news and politics, compared to only 31% among Gen Z.
YouTube emerged as the leading platform for current events, news, and politics across all demographics, reflecting a broader trend towards digital media consumption. While TV remains influential, especially in southern cities like Chennai and Bangalore, its appeal is notably lower among Gen Z.
Traditional media channels like print and digital news enjoy higher trust ratings compared to most social media platforms and influencers. This trend underscores a preference for reliable sources amidst concerns over misinformation.
Millennials exhibit greater motivation towards elections, driven by civic duty and educational reform agendas. In contrast, Gen Z displays comparatively lower enthusiasm, indicating potential apathy towards political engagement.
Voting motivations vary significantly across regions. Delhi emphasizes infrastructure development, while southern cities prioritize leadership and transformative change in their electoral decisions.
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Women voters highlight issues like women empowerment alongside broader concerns about the economy, education, and healthcare. Their perspectives underscore the importance of gender-specific policy agendas in electoral discourse.
Commenting on the findings, Rohan Kanchan, MD of Consulting and Head of Public Affairs at Weber Shandwick India, emphasized the report’s relevance in understanding nuanced consumer behaviors and electoral dynamics in the digital age.
The survey, conducted by YouGov with 1,000 respondents, offers a balanced demographic representation across age and gender in India’s urban centers. The insights gleaned provide valuable insights for stakeholders navigating India’s evolving media landscape and electoral preferences.
