A Study on Information Consumption Behaviour and Media Bias and Content Prioritization among Millennials and Gen- X

Abstract

The evolution of communication technology in India has significantly transformed information consumption patterns, particularly among younger generations in the 21st century. With the increasing penetration of the internet, around 840 million Indians were online in 2021, of which 448 million actively engaged with social media. According to the 10th edition of the Reuters Institute for the Study of Journalism’s Digital News Report (2021), 82% of Indians consumed news online. However, traditional media such as radio, newspapers, and television continue to play a vital role in information dissemination. This study investigates media consumption patterns, content satisfaction, and credibility perceptions among Millennials and Generation X. Using a quantitative exploratory approach and non-probability purposive sampling, data were collected from 200 respondents from in Mysore and Mandya districts, Karnataka through a structured questionnaire covering demographics, media exposure, and content preferences.