Study of Digital Behaviour and Preferences of College Students in a Tier 2 City in India

Vol-4 | Issue-03 | March 2019 | Published Online: 13 March 2019    PDF ( 183 KB )
Author(s)
Dr. Aditi Acharya 1

1Assistant Professor, Commerce Department, St. Thomas College, Bhilai, Chhattisgarh (India)

Abstract

Internet usage rate is witnessing rapid year-on-year growth in India, largely powered by smartphones. The government has made efforts to set up a strong digital infrastructure to bridge the digital divide. Network operators are making competitive offers to lure in subscribers to opt for their high-speed data services. The study aimed to investigate the internet usage in a tier -2 city of India, among the youth. A survey was conducted among 151 graduate & postgraduate students of St. Thomas College, Bhilai to know about their preferences & usage patterns. Descriptive statistics in form of pivot tables were used to analyze the collected data. The survey responses revealed the growing popularity of mobile internet for social networking & interacting with friends and family. Instant messaging emerged as the most preferred means of communication among the youth, with Whatsapp being the most popular messaging app & second most used app overall. Though entertainment apps are being readily embraced by the youth, the same cannot be said for news & music apps. Youngsters were found to engage in digital shopping on a frequent basis but e-wallets have not yet gained their approval in terms of usage. Though they are habitual online users, their internet usage has not yet reached the point of addiction.

Keywords
communication, connectivity,e-commerce,India, internet usage, youth.
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