Weber Shandwick India has unveiled its latest findings in the ‘Elections Matter: India Report’. This comprehensive survey, conducted by their Corporate Advisory and Public Affairs practice in collaboration with YouGov, scrutinized the news consumption habits, trust in information sources, and voting behaviors among Gen Z (18-24 years) and Millennials (25-44 years) across India’s top 10 cities.
The report highlights significant disparities in how different generations engage with news and politics. Millennials emerged as more avid news consumers, with over 55% following daily updates, compared to only 36% of Gen Z. Digital platforms, particularly YouTube, dominated as the preferred source for news across all demographics, surpassing traditional TV channels, which retained strongholds in Chennai and Bangalore.Trust in media varied notably, with Google search, print media, and digital news outlets earning higher credibility scores than social media platforms. Print media notably resonated more with Millennials, reflecting a preference for trusted sources amid concerns over misinformation spread by social media influencers.
When it comes to election sentiments, Millennials displayed stronger motivation driven by civic duty and educational reform agendas, whereas Gen Z exhibited a more subdued interest, suggesting potential apathy towards political engagement.Regional nuances were pronounced, with voters in Delhi prioritizing infrastructure, while southern cities like Chennai and Bangalore emphasized leadership and transformative change in their voting choices. Rohan Kanchan, MD of Consulting and Head of Public Affairs at Weber Shandwick India, commented on the findings, highlighting the report’s insights into evolving consumer behaviors and electoral dynamics in the digital age.
