Youth Prefer YouTube And WhatsApp Over Facebook: Study

A study conducted by the Bharat Lab, an initiative led by Rediffusion and the University of Lucknow, has unveiled the shifting media consumption habits of youth in India”s Tier 2 and 3 regions and rural areas. The report titled “Apna Time Aa Gaya” delves into how young individuals in Bharat spend their leisure time, revealing a significant preference for digital platforms like YouTube and WhatsApp over Facebook. The study also showcases a growing inclination towards digital entertainment and individualism among the youth.

Key Takeaways:

• YouTube and WhatsApp are the preferred choices of rural youth, with nearly 70% of respondents favouring these platforms, while Facebook”s usage is waning.
• The research covered insights from 1,100 college-going students across towns and villages in Bharat during August “23.
• The study highlights that YouTube is the dominant platform even in rural areas, with 50% of village youth consuming entertainment content regularly.
• A mere 18% of respondents spend over four hours socialising with friends and family on both weekdays and weekends.
• Television viewership is decreasing, with only 24% preferring it for leisure, while online social media is gaining popularity.
• The report indicates that radio is largely disregarded, and 87% of respondents don”t tune in for entertainment or news.
• About 23% opt for newspapers and magazines, while 60% of surveyed youth consume news through online publications and apps.
• The study identifies a trend towards individualism, with 64% of youth valuing personal choices over peer or family influence.
• More than 60% of respondents prefer movies, web series, and music content, while only 22% regularly watch TV soaps.
• In rural regions, around 43% of surveyed youth dedicate four to eight hours to education, while 76% spend up to two hours on household chores.
• Physical sports attract minimal interest, with only 15% of women and 35% of men choosing them for leisure.

Despite the availability of electronic devices and consistent electricity supply, internet connectivity issues hinder online news, information, and entertainment access. The research reflects evolving preferences and opportunities for both genders, signifying a progressive Bharat. The report underscores the rise of YouTube and WhatsApp as prominent platforms for entertainment among Bharat”s youth, while Facebook”s popularity diminishes. The study also highlights the shift towards digital leisure activities and individualistic preferences.