• upasana saxena

With the changing trends of viewing pattern among the consumers, the increased use of media has also taken a different route. This study reveals the different trends related to the digital content consumption. The changes has led to the break-up of contents to 30 and 60 minutes shackle, the face of digital consumption is changing in urban customers but also in rural consumers. The digital consumption in today’s scenario can be easily defined by “one person whole world in one place”, as by their smartphone or a laptop they can serve whole world in one click, other than that the consumers use of internet or mobile gaming and viewing their e- celebrities online in increasing day by day. The study also analyzes the digital media consumption with a vision of classifying repertoires by delineating a user behavior. An exploratory research was conducted to determine firstly, the consumption pattern of digital media among the youth of Lucknow, secondly, the changing lifestyle of youth in rural areas in comparison with the urban areas, thirdly, the increase use of smartphones or tablets among the consumers. A detailed questionnaire was distributed to all students of 16 – 25 years of age (N=100) in all the reputed universities of Lucknow and to the people coming from rural areas of age 20-35 years of age (N=50) to find the digital consumption usage. The finding of the research showed that 85% of the students are dependent on the digital media for their daily feed and around 10% of the students use for online gaming and finding online study materials, 5% of the lower urban groups of students are using digital media for their daily news requirement and study materials. Among rural group of people only 19% of the students are using smartphones for their study and news purpose whereas, other 21% of students do not afford to take smartphones rest 10% faces with the unavailability of internet in their areas.

CONSUMPTION PATTERN, MOBILE GAMING, REPERTOIRES

"Interpreting Customers consumption: A Study of repertoires of digital media among the youth of Lucknow.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.4, Issue 10, page no.87-90, October-2017, Available :http://www.jetir.org/papers/JETIR1710013.pdf

"Interpreting Customers consumption: A Study of repertoires of digital media among the youth of Lucknow.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.4, Issue 10, page no. pp87-90, October-2017, Available at : http://www.jetir.org/papers/JETIR1710013.pdf