Mumbai: Newspapers turns out to be the most trusted news source during this pandemic, according to the survey conducted by EY across a demographic mix of more than 4,000 respondents (2,000 each from the metro and non-metro markets) to understand the potential impact of the pandemic from the media consumption and consumer sentiment perspective.
The report ‘Will non-metro markets propel India’s recovery’, reveals that 32% of metro respondents are getting newspapers at home compared to 65% in non-metro markets. Looking into Time spent on reading a newspaper every day, 42% of respondents in non-metro markets spend more than 20 minutes reading a newspaper compared to 36% in metros.
Out of 4,000 respondents from both Metros and Non-Metros, 35% trust newspapers as a reliable news source. TV medium is trusted by 16% whereas the online news is believed as an authentic news source by 20% of the respondents. The rest 28% acknowledges that all the above three medium is genuine.
Digital News Consumption:
77% of metro respondents and 75% of non-metro respondents read news online. Time spent on digital and electronic media is expected to increase on account of COVID-19.
The sharp increase in OTT viewing is expected across all markets
With new OTT Players entering into the Market, Viewers Stay glued to OTT Platforms to Spend the Quarantine boredom. OTT Consumption in both metro and nonmetro Markets has witnessed a surge since lockdown came into effect. 72% of Metro Respondents are expected to spend more time in OTT compared to 66% in Non-Metros.
Survey also reiterated that a higher percentage of respondents from non-metro markets expect to spend more than before on several categories compared to metro markets.