Net users in India access news online, trust key to drive consumption: Rpt
More than half of internet users in India are consuming news online, and close to half of them consider trust to be the key propeller for driving news consumption, a Kantar-Google report said on Thursday.
The report found that interest in news consumption is higher (63 per cent or 238 million) in rural India compared to 37 per cent of internet users in urban centres.
According to the report, 52 per cent or 379 million internet users in Indian languages access news online through various news apps/websites, social media posts, message forwards, YouTube etc.
"48 per cent say online is more popular in peer circles over traditional TV channels," the report said.
The report estimates that there are 729 million internet users in India.
Kantar said that it conducted over 4,600 in-person interviews and 64 qualitative discussions across 16 cities to understand the news consumption habits of Indian language digital news consumers aged 15 and above in 14 states across 8 languages.
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