Weber Shandwick India, launched the “Elections Matter: India Report”. The survey led by the Corporate Advisory and Public Affairs practice, examine delection sentiments around news consumption habits, trust in different information sources and voting behaviors and motivations among Gen Z (18-24 years) and Millennial (25-44)consumers in India.
The survey was conducted by YouGov among 1,000 respondents from the top 10 cities in India, including Mumbai, Delhi-NCR, Chennai, Kolkata, Bangalore, Hyderabad, Pune, Lucknow, Jaipur, and Ahmedabad. The demographics of the survey were balanced, with a near-equal split between males (51%) and females (49%), and evenly distributed between Gen Zs and Millennials. Rohan Kanchan, MD – Consulting and Head of Public Affairs, Weber Shandwick India, said, “This report underscores the dynamic nature of news consumption and electoral engagement in today’s digital age. Even as broader generational trends are known, nuances within the cohorts reveal a break from the pattern.”
The study reveals significant differences in news engagement between Millennials and Gen Zs, with Millennials following news daily more than Gen Zs. YouTube is the leading platform for news and politics consumption, particularly in Delhi, while TV channels dominate in Chennai and Bangalore. Digital consumption surge is evident, with Google search, print media, and digital news media having higher trust quotients than most social media platforms. Print media has higher acceptance among Millennials, even in television consumption.
