New age digital media consumption: An exploratory study based in India

Rajat Sharma and Vikash Gautam

IIMA Working Papers from Indian Institute of Management Ahmedabad, Research and Publication Department

Abstract: Digitalisation continually changes the way societies conceptualise the role of the state in regulation and supervision of markets. India is graduating from a command-and-control model of economic and regulatory oversight of traditional industries, to a light-touch one for new industries. However, such an approach requires considered assessments of user/consumer perceptions towards the government and industrial inventions and behavioural responses while they plan to engage in digital consumption of the three markets. Accordingly, a large survey of 2000 users and app-data of over 20.58 lakhs users was collected and analysed to assess the perception and behaviour of users of digital markets.

Date: 2023-07-31
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