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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology

ISSN No:-2456-2165

Newspaper Reading Patterns among


Different Age-Groups
The Research Paper is the Analysis of Newspaper Reading
Patterns among Different Age Groups
Tanvi Warekar
Bachelor of Business Administration
Narsee Monjee Institute of Management Studies
Mumbai, India.

Abstract:- The research paper is the analysis of age like ‘Traditional Newspaper’, ‘News channels on
playing a major factor in the newspaper reading Television’, News on Mobile Apps’, ‘Any social media
patterns. It establishes a relation between Reading platforms’ where values assigned to them are 4, 3, 2 and 1).
frequency and Reading Platforms and Birth Year. A
series of statistical tools are used for the same. III. ANALYSIS

I. INTRODUCTION A. Pivot Table


Firstly, the data has been sorted by using the Pivot
The research is about the Newspaper reading patterns. Table.
The aim of this research is to establish a relation between
age and the reading frequency and preferred reading A pivot table is a table of statistics that summarizes
platforms of newspaper. For this, an online survey was the data of a more extensive table (such as from
conducted. The primary data from the survey is used for the a database, spreadsheet, or business intelligence program).
analysis of the research. The data has 780 responses. The This summary might include sums, averages, or other
birth year ranges from 1960 to 2009. The statistical tools statistics, which the pivot table groups together in a
used for the analysis are ‘Moving Averages’, ‘Least Square meaningful way. Pivot tables are a technique in data
Regression and Trend’ and ‘Correlation’. processing. They arrange and rearrange (or "pivot")
statistics in order to draw attention to useful information.
II. UNDERSTANDING THE DATA
The values are summarized by average for each year.
The data collected from the online survey has Birth The average summarization helps to understand the
Year, Reading Frequency of Newspaper (which consists of tendency of people of every age group.
options like ‘Everyday’, ‘Sometimes’, ‘Never’ where
values assigned to them are 3, 2 and 1 respectively), The pivot table for the data is as follows:
Reading Platform of Newspaper (which consists of options

Pivot Table of the Data


Birth Year Average of Reading Frequency Average of Reading Platform
1960 3 3
1961 3 3
1962 3 3
1963 3 3
1964 3 3
1965 3 3
1966 3 3
1967 3 3
1968 3 3
1969 3 2
1970 3 3
1971 3 4
1972 3 3

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
1973 3 3
1974 3 4
1975 3 4
1976 3 3
1977 3 3
1978 3 2
1979 3 3
1980 3 3
1981 3 3
1982 3 3
1983 3 3
1984 2 3
1985 3 3
1986 2 3
1987 3 3
1988 3 3
1989 2 3
1990 3 3
1991 3 3
1992 3 3
1993 2 3
1994 2 2
1995 2 3
1996 2 2
1997 2 2
1998 2 2
1999 3 2
2000 2 2
2001 2 2
2002 2 2
2003 2 2
2004 2 2
2005 2 2
2006 2 3
2007 1 3
2008 2 1
2009 2 4
Grand Total 3 3
Table 1

B. Moving Averages  Moving Average of Newspaper Reading Frequency


A moving average (MA) is a widely used indicator The moving average of reading frequency analyses the
in technical analysis that helps smooth out value action by trend of reading frequency among different ages. The
filtering out the “noise” from random short-term following is the 5 yearly moving average of Reading
fluctuations. It is a trend-following, or lagging, indicator Frequency:
because it is based on past values.

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
5 Yearly Moving Average of Reading Frequency
Birth Year Average of Reading Frequency 5 Yearly Moving Average
1960 3 #N/A
1961 3 #N/A
1962 3 #N/A
1963 3 #N/A
1964 3 3
1965 3 3
1966 3 3
1967 3 3
1968 3 3
1969 3 3
1970 3 3
1971 3 3
1972 3 3
1973 3 3
1974 3 3
1975 3 3
1976 3 3
1977 3 3
1978 3 3
1979 3 3
1980 3 3
1981 3 3
1982 3 3
1983 3 3
1984 2 3
1985 3 3
1986 2 3
1987 3 3
1988 3 2
1989 2 2
1990 3 2
1991 3 2
1992 3 2
1993 2 2
1994 2 3
1995 2 3
1996 2 2
1997 2 2
1998 2 2
1999 3 2
2000 2 2
2001 2 2
2002 2 2
2003 2 2
2004 2 2
2005 2 2
2006 2 2
2007 1 2
2008 2 2
2009 2 2
Table 2

The graphical representation of the 5 yearly moving average is:

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165

Moving Average
4
3

Value
2
Actual
1
0 Forecast
1 5 9 13172125293337414549
Data Point

Fig 1

Interpretation: The 5 Yearly Moving Average of Reading Frequency indicates a downward sloping trend. In our analysis, it
means that the older generation reads newspapers daily whereas the younger generation reads newspaper occasionally. The further
generations will read newspaper less frequently or not at all.

 Moving Average of Newspaper Reading Platform


The moving average of reading platforms analyses the trend of reading platforms among different ages. The following is the
5 yearly moving average of Reading Platforms:

5 Yearly Moving Average of Reading Platform


Birth Year Average of Reading Platform 5 Yearly Moving Average
1960 3 #N/A
1961 3 #N/A
1962 3 #N/A
1963 3 #N/A
1964 3 3
1965 3 3
1966 3 3
1967 3 3
1968 3 3
1969 2 3
1970 3 3
1971 4 3
1972 3 3
1973 3 3
1974 4 3
1975 4 4
1976 3 3
1977 3 3
1978 2 3
1979 3 3
1980 3 3
1981 3 3
1982 3 3
1983 3 3
1984 3 3
1985 3 3
1986 3 3
1987 3 3
1988 3 3
1989 3 3
1990 3 3
1991 3 3
1992 3 3
1993 3 3

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
1994 2 3
1995 3 3
1996 2 3
1997 2 2
1998 2 2
1999 2 2
2000 2 2
2001 2 2
2002 2 2
2003 2 2
2004 2 2
2005 2 2
2006 3 2
2007 3 2
2008 1 2
2009 4 3
Table 3

The graphical representation of the 5 yearly moving average of Reading Platforms is:

Moving Average
5
4
3
Value

2 Actual
1 Forecast
0
1 4 7 10 13 16 19 22 25 28 31 34 37 40 43 46 49
Data Point

Fig 2

Interpretation: The 5 Yearly Moving Average of an observed value, and the fitted value provided by a
Reading Platform indicates a downward sloping trend and model). When the problem has substantial uncertainties in
an upward trend at the end. This represents that the older the independent variable (the x variable), then simple
generation reads the traditional newspaper and News regression and least-squares methods have problems; in
Channels on Television whereas the younger generation is such cases, the methodology required for fitting errors-in-
more tech-savvy and reads news on Mobile Apps. However, variables models may be considered instead of that for least
some exceptions exist. squares.

C. Least Square Regression and Trend  Least Square Regression and Trend of Reading
The Least Squares Regression Line is the line that Frequency
makes the vertical distance from the data points to The least square regression is analyses the regression
the regression line as small as possible. It’s called a “least of Average of Reading Frequency. It also plots the trend and
squares” because the best line of fit is one that minimizes estimates the trend values in 2019. The regression estimates
the variance (the sum of squares of the errors). the trend in this analysis.
The most important application is in data fitting. The The Estimation of Reading Frequency by Least Square
best fit in the least-squares sense minimizes the sum of Regression and Trend is as follows:
squared residuals (a residual being: the difference between

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Estimation of Reading Frequency in 2019 by Least Square Method
Average of Reading
Birth Year Frequency(Y) X=(Year – Middle Year)/0.5 Y=a+bX
1960 3 -49 3
1961 3 -47 3
1962 3 -45 3
1963 3 -43 3
1964 3 -41 3
1965 3 -39 3
1966 3 -37 3
1967 3 -35 3
1968 3 -33 3
1969 3 -31 3
1970 3 -29 3
1971 3 -27 3
1972 3 -25 3
1973 3 -23 3
1974 3 -21 3
1975 3 -19 3
1976 3 -17 3
1977 3 -15 3
1978 3 -13 3
1979 3 -11 3
1980 3 -9 3
1981 3 -7 3
1982 3 -5 3
1983 3 -3 3
1984 2 -1 3
1985 3 1 3
1986 2 3 3
1987 3 5 2
1988 3 7 2
1989 2 9 2
1990 3 11 2
1991 3 13 2
1992 3 15 2
1993 2 17 2
1994 2 19 2
1995 2 21 2
1996 2 23 2
1997 2 25 2
1998 2 27 2
1999 3 29 2
2000 2 31 2
2001 2 33 2
2002 2 35 2
2003 2 37 2
2004 2 39 2
2005 2 41 2
2006 2 43 2
2007 1 45 2
2008 2 47 2
2009 2 49 2
2019 69 2
Table 4

The Value of 2019 is the estimated trend value. Here, the values ‘a’ and ‘b’ used in estimating Y are found by regression.
These values are 2.54056029182924 and -0.00894250908634371 respectively.

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
The graphical representation of Y estimated and actual reading frequency is as follows:

4
3
3
2
2
1
1
0

1978

1982

1986

1990

1994
1960
1962
1964
1966
1968
1970
1972
1974
1976

1980

1984

1988

1992

1996
1998
2000
2002
2004
2006
2008
2019
Fig 3

Interpretation: The Least Square Method of Time  Least Square regression and trend of Reading Platform
Series interpretes a downward sloping trend of reading The least square regression is analyses the regression
frequency as the age decreases. Hence it means that the of Average of Reading Platform. It also plots the trend and
older generation reads newspapers daily whereas the estimates the trend values in 2019. The regression estimates
younger generation reads newspaper occassionally. The the trend in this analysis.
trend estimates the reading frequency of people born in
2019 and it turns out to be ‘Sometimes’. Hence the next The Estimation of Reading Frequency by Least Square
generation will also see a gradual decline in the reading Regression and Trend is as follows:
frequency of the newspapers.

Estimation of Reading Platform in 2019 by Least Square Method


Birth Year Average of Reading Platform X= (Year-Middle Year)/0.5 Y = a+bX
1960 3 -49 3
1961 3 -47 3
1962 3 -45 3
1963 3 -43 3
1964 3 -41 3
1965 3 -39 3
1966 3 -37 3
1967 3 -35 3
1968 3 -33 3
1969 2 -31 3
1970 3 -29 3
1971 4 -27 3
1972 3 -25 3
1973 3 -23 3
1974 4 -21 3
1975 4 -19 3
1976 3 -17 3
1977 3 -15 3
1978 2 -13 3
1979 3 -11 3
1980 3 -9 3
1981 3 -7 3
1982 3 -5 3
1983 3 -3 3
1984 3 -1 3
1985 3 1 3
1986 3 3 3
1987 3 5 3
1988 3 7 3

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
1989 3 9 3
1990 3 11 3
1991 3 13 3
1992 3 15 3
1993 3 17 3
1994 2 19 3
1995 3 21 3
1996 2 23 2
1997 2 25 2
1998 2 27 2
1999 2 29 2
2000 2 31 2
2001 2 33 2
2002 2 35 2
2003 2 37 2
2004 2 39 2
2005 2 41 2
2006 3 43 2
2007 3 45 2
2008 1 47 2
2009 4 49 2
2019 69 2
Table 5

The Value of 2019 is the estimated trend value. Here, the values of ‘a’ and ‘b’ are 2.71507528974119 and -
0.00951190876339264 respectively which are found through regression.

The graphical representation of Y estimated and actual reading platform is as follows:

5
4
4
3
3
2
2
1
1
0
1960
1962
1964
1966
1968
1970
1972
1974
1976
1978
1980
1982
1984
1986
1988
1990
1992
1994
1996
1998
2000
2002
2004
2006
2008
2019

Fig 4

Interpretation: The Least Square Method of Time D. Correlation


Series interpretes a downward sloping trend of reading The correlation coefficient is a measure of linear
platform as the age decreases. This means that the older association between two variables. Values of the correlation
generation reads the traditional newspaper and News coefficient are always between −1 and +1. A correlation
Channels on Television whereas the younger generation coefficient of +1 indicates that two variables are perfectly
reads news on Mobile apps and will gradually switch to related in a positive linear sense, a correlation coefficient of
other social media platforms. The trend estimates the −1 indicates that two variables are perfectly related in a
preferred reading platform of people born in 2019 and it negative linear sense, and a correlation coefficient of 0
turns out to be ‘Mobile Apps’. Hence, the next generation indicates that there is no linear relationship between the two
will also see a gradual shift toward more tech-savvy options variables.
like social media platforms.
The correlation between Birth Year, Average of
Reading Frequency and Average of Reading Platform is
found by Multiple Correlation method.

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Volume 5, Issue 3, March – 2020 International Journal of Innovative Science and Research Technology
ISSN No:-2456-2165
Multiple Correlation
Birth Year Average of Reading Frequency Average of Reading Platform
Birth Year 1
Average of Reading
Frequency -0.705879 1
Average of Reading
Platform -0.471762 0.251147184 1
Table 6

Interpretation: The correlation of Average Reading


Frequency and Birth Year is -0.705878592 and represent
negative imperfect correlation. It indicates a strong negative
linear relationship between these variables. The correlation
between Average Reading Platform and Birth Year is -
0.471762174 and represent a negative imperfect correlation.
It indicates a weak negative linear relationship between
these variables. The correlation between Average Reading
Platform and Average Reading Frequency is 0.251147184
and represent a The correlation between Average Reading
Platform and Average Reading Frequency is 0.251147184
and represent a positive imperfect correlation. It indicates a
weak positive linear relationship between these variables.

IV. CONCLUSION

The research establishes the functional relationship


between age and the newspaper reading patterns. The said
relationship has been established by Moving Averages,
Least Square regression and Trend Analysis and
Correlation. The data has an birth year ranging from 1960 to
2009. The data predicts the patterns in 2019. There will
further be a downward trend in the newspaper Reading
Frequency. Also, the future generations will have a more
tech-savvy approach towards reading newspaper which is
evident in research.

REFERENCES

The concepts are explained with the help of various


sources. The list of the sources is as follows :

[1]. https://searchsqlserver.techtarget.com/
[2]. www.investopedia.com
[3]. www.wikipedia.com
[4]. https://www.britannica.com/

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