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Deep divide between what Hindi, English readers like news-wise: Survey

The survey analysed sharing of news articles in social media for 143 leading Indian media brands in 10 languages, including Hindi, English and Bengali, among others

IANS  |  New Delhi 

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There is a steep divide in preferences of and online and findings of a survey, announced on Wednesday, show that while nationalistic, religious and political themes attract readers, the around entertainment and celebrities find more in

The survey also reveals that sharing on nationalistic and religious themes dominated in 2016, with 22 per cent of the total shares for the "Most Shared 5,000 stories," but dropped significantly to 14 per cent in 2017 for the same number of most shared stories.

The survey -- carried out by Storynomics, a consulting firm that specialises in the business of storytelling in traditional and digital media -- comes after a similar survey in 2017 for the trends in 2016.

The firm analysed sharing of news articles in for 143 leading Indian media brands in 10 languages, including Hindi, and Bengali, among others.

The survey has been carried out on that appeared between January 1, 2017 and December 31, 2017. The calculations for number of shares has also been carried out for the same period.

Even as English continues to be the for news sharing on Facebook, and Twitter, its contribution to total shares decreased to 44 per cent in 2017 from 48.32 per cent in 2016. However, maintained its contribution at 34 per cent of the total shares in 2017.

However, the survey also points out that Hindi had a significantly higher average engagement of 1,601 shares per story, whereas English reports were at 483 average shares in 2017.

Bengali continues to be the third for news sharing in social media, with 6.97 per cent of the total shares. Bengali also had the highest average share per story of 3,307 in 2017 among all languages considered for the study.

Sharing in other Indian languages (excluding English, Hindi and Bengali), according to the survey, doubled and increased their contribution in total shares to 14.76 per cent in 2017.

Further, the findings of the survey suggest that engagement for by leading Indian media outlets jumped 33.3 per cent in 2017, with 3.76 billion shares on Facebook, and Twitter, compared to 2.82 billion shares in 2016.

First Published: Wed, February 21 2018. 18:20 IST