Digital Consumption Pattern and Impacts of Social Media: Descriptive Statistical Analysis

Subudhi, Rabi N.

Dependence on digital media has increased manifold during the COVID—pandemic lockdowns, across the globe. Most of the offices and academic institutions started operating, on ‘work-from-home’ mode, on digital platform. Even senior citizens, non-working homemakers and kids spent more time in social (networking and communication) media. The ‘difficult times’ of COVID—pandemic has also shown the world the ‘different times’ and the difference in our preferred way of functioning. The ‘digital consumption pattern’ changed substantially, both by its scale and by diversity. The present paper discusses the issue of ‘effectiveness and impact’ of ‘digital medium’ on ‘digital life’ of its users (/digital consumers), particularly during this extended lockdown. The objective is to discuss issues relating to the ‘effect of extended/longer use of net, during this pandemic, for academic and professional activities from home, continuously’. The study is about the life in virtual world, particularly during this extended lockdown. The paper adopts a method of descriptive statistical analysis, covering different categories of users of Eastern India. Using a structured questionnaire method, descriptive primary data, relating to digital consumption, were collected from around 1350 respondents, from Odisha and its neighbouring states. Result shows how different categories prefer and use their preferred social media. Study finds a significant contribution of Internet-based social media (SM), countering ‘social isolation’ of senior citizens.