UNDERSTANDING AND COMPARING THE NEWS READING PREFERENCES ACROSS TWO GENERATIONS OF INDIAN CONSUMERS

The way news is disseminated has progressed over the ages. Human messengers, pigeons, print newspapers and now digital news- modes have changed, but the need to stay aware and updated with current events has remained important as ever. India, being the most diverse nation in the world, has various segments of news readers across age groups, region, occupation and literacy levels. People in each of these segments have different preferences for news content, and resort to different media to keep abreast of latest happenings. In this paper, a study has been conducted to study these differences in patterns of news and content consumption between millennials (aged 22-37) and baby boomers (45-60). The insights from this study might be of help to media houses to better understand the needs of readers belonging to the different segments.