Digital News Consumption Behaviour Among Youngsters in Chennai City

Abstract

News consumption through digital devices have gained significance among all age groups today. Especially, Generation Z spends most of their time with their digital devices. They prefer digital media news instead of television news because they don’t want to spend much of their time while sitting in front of Television. Moreover, there is no cost to access digital news other than Internet fees. This digital news constantly keeps the youngsters updated with the most recent and current topics. So, understanding the shift in their news consumption behaviour is important to engage with the audience. This paper was intended to look at how far Generation Z, those people born after the year 2000 are seeking with reference to digital news. A sample size of 100 was taken. What type of news Generation Z prefers is also analysed through frequency analysis. The relationship between the time spent on watching digital news and the digital news consumption behaviour is identified using the Pearson Correlation. The analysis between the Content accessed and the digital news consumption behaviour is investigated by Linear Regression. It is concluded that Generation Z prefers watching Entertainment & Celebrity news and there was a strong association between the Content accessed and the digital news consumption behaviour.