Abstract: The largescale proliferation of internet has revolutionised the news consumption behaviour of people. Nowadays news consumption mainly takes place in the digital medium. This changing trend could be gauged by an increasing number of print newspapers shifting to online mediums to deliver news. As transformation to the digital medium happens at a phenomenally faster phase, this study focuses on factors effecting the change among digital natives. Digital natives refer a generation grown up acclimatised to the use of digital technologies. The researches done so far has been more or less limited to news consumption through traditional media like new paper, television and radio. So, this research investigated the news consumption behaviour of the digital natives through qualitative approach. For the purpose of the study, a set of questions were prepared and responses collected from college students, as they represent digital natives. The study looked into aspects like accessibility, cost factors, time spent and easiness to use a digital media to consume news. The findings of the research indicate that there is a growing popularity for digital news delivery mediums. The respondents accorded top priority for easy to access and convenience for choosing an online news medium. This research has shown that youth spend a considerable time to get their daily dose of news through social media and mobile platforms. The payment options for consuming news through digital medium depends on the individual. Taking these factors into consideration, the research suggests that traditional media companies should gear up to serve better the emerging segment of digital natives.
Keywords: Digital natives, internet, news consumption.
Title: THE NEWS CONSUMPTION TRENDS AMONG DIGITAL NATIVES
Author: V Ashok Kumar, K Jayaraj
International Journal of Interdisciplinary Research and Innovations
ISSN 2348-1218 (print), ISSN 2348-1226 (online)
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