Kochi, Kerala: In an era where screens compete with pages and algorithms shape what we read, a pioneering initiative is set to decode how Indians truly consume and engage with content.
Pages, People & Patterns: The Print vs Digital Reading Breakdown” launches across Kerala this month, curated by Passionate In Marketing, a leading media and marketing news platform. The roundtable series will convene voices from academia, industry, and readers themselves to explore how print and digital media coexist, and what that means for India’s content future.
Decoding the Reading Transformation
India’s media ecosystem stands at a turning point. Digital platforms expand with unmatched reach, yet print remains trusted and enduring. The question is not which will win, but how audiences navigate both worlds.
Through structured Focus Group Discussions (FGDs), the study captures perspectives from across Kerala’s demographic landscape, from students glued to short-form content to professionals reading morning newspapers, from retirees loyal to print magazines to Gen Z scrolling endlessly.
“We’re not just gathering data,” the research team notes. “We’re documenting a cultural shift – how Indians relate to the written word across formats and contexts.”
Why Kerala? Why Now?
Kerala’s literacy rate, reading culture, and balanced media mix make it an ideal ground for this exploration. The state mirrors India’s diversity of media behaviour, where tradition meets technology.
The study explores two key themes:
- Changing Media Consumption Patterns: What drives audiences to switch formats, what builds platform loyalty, and how context shapes choices?
- Evolving Reading Habits: How attention spans, comprehension, and emotional connection vary between print and digital experiences.
Academic Rigor Meets Industry Relevance
Kerala’s leading management institutions are partnering in this initiative, blending academic precision with real-world marketing insight. This collaboration bridges research and practice, giving students exposure to live consumer behaviour studies while helping media professionals interpret trends shaping content engagement.
Beyond Data: Insights for India’s Media Future
The outcomes will guide:
- Publishers recalibrating multi-format strategies
- Advertisers optimising message placement
- Content creators designing cross-generational engagement
- Educators and tech platforms understanding how digital natives read and learn
Each roundtable will be recorded and analysed to create a qualitative knowledge repository, capturing not just what people say, but the emotions and contradictions that reveal deeper motivations.
A Living Dialogue
Sessions will be held across districts to ensure urban-rural and socio-economic diversity. This ongoing archive will serve as a resource for researchers, strategists, and policymakers studying India’s evolving media consumption.
As artificial intelligence redefines content creation and attention fragments further, understanding why people choose one format over another becomes critical. Insights from this series will inform everyone from newsroom editors to brand managers and educators seeking to navigate India’s fast-changing content landscape.
Join the Conversation
To participate or learn more about the initiative, contact:
📧 [email protected]
This collaborative study aims to illuminate how India reads today and how that understanding can shape the media of tomorrow.
