Media consumption habits of urban youth in Haryana

Great brands are built on great conversations. To have an effective communication with the customer it is must to understand them and their media consumption pattern. Today's youth, especially urban is the most complicated target segment in the market, because of their exposure to a variety of media, low attention span, unconventional norms & wide interests. To complicate the situation they have the power to escape… they can escape ads, they can tune in to a million other channels, they can buy a billion other products, they can publish a blog about a brand, they can have instant word-of-mouth (good and bad) on it from the web, they can be in a store and punch in product information on their cell phone and find out who else has the product and for how much.

Despite difficulties, the great potential that this segment holds is the only attraction for the marketers that they cannot afford to overlook this segment, as it is the largest market segment in the Indian market. Marketers are always chasing their attention, wherever they go and whatever they do. The basic task involved in the development of media strategy is to determine the best matching of media to the target market, given the constraint of the budget Belch & Belch(2006)¹. The media planner attempts to balance reach & frequency & deliver the message to the intended audience with a minimum waste of coverage.

So, a research to study the media consumption pattern of the young urban customers can prove to be very useful in designing media strategy to have an effective communication with them.