CONSUMERS’ PERCEPTION ON THE USE OF NEW MEDIA

Abstract

Consumers give significance to the term ‘mass media’, and recent trends have only added to this understanding, as the masses now aren’t only consumers of media content, but the producers of it too. The said study involves enhancing of this picture in the present day media production and consumption scenario, wherein masses play a pertinent role in content consumption, feedback and production, also by the means of sharing - with opinion. Hence, the concept of New Media and Community attains all the more value, meaning that community is now inherently, a part of the New Media processes. Since journalism has seen a surge with the use of New Media technologies and there is a greater involvement of the public in discussions, now; it is pivotal to take into consideration the consumer, as this strata is an important stakeholder in the community with regards to conversations related to media. In order to gather this information on consumers, their baseline demographic profile was gathered. The objective aimed at gathering information on consumers’ perception towards their need gratification vis-à-vis Print, Broadcast, New Media and all media types, New Media usage by self, and efficacy in usage of New Media tools. For the study, responses from 100 media consumers, pan-India, were recorded, and statistically analysed to understand their perception and need-gratification, with regards to New Media usage.