• Neha Jindal

The media consumer today has taken up to mobile communication in a manner that has revolutionised the entire communication process, flow of information and content dissemination. The use, accessibility and ease of using technology has shrunk the devices of communication and expanded the virtual platforms of news and content dissemination and content sharing. The integration of these tools in our everyday communication patterns is two-pronged. One belief is that the availability of these communication and information sharing platforms has increased considerably and the other belief is the media consumer has become more active in the usage of them. Both the statements are facts, and hence, the growth of the New Media industry had not really been in itself, if the user hadn’t accepted the changes. This paper analyses the change in the consumer activity online, the shifting base from print to online mediums, and whether new age consumers have a positive perception toward New Media usage. A survey was conducted with a sample size of 102 media consumers, chosen by a non-probability sampling procedure, representing north, south, east, west, central, and north-east geographies in India. It was found that new age consumers displayed a positive perception of New Media usage, also confirming a shift in consumer behaviour.

Web 2.0, New Media, consumerism, digital content, communication and information sharing platforms

"New Media industry’s growth is in tandem altering consumers’ demand", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.647-652, May-2019, Available :http://www.jetir.org/papers/JETIR1905P93.pdf

"New Media industry’s growth is in tandem altering consumers’ demand", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp647-652, May-2019, Available at : http://www.jetir.org/papers/JETIR1905P93.pdf