Digital Platform Preferences and Engagement Patterns in Semi-Rural Karnataka: A Study

Pradyumna  Padukone; Canute F  Rodrigues

Abstract

Digital marketing has already entered the education sector due to the proliferation of internet access and mobile technology, which offer scalable, cost-effective and targeted means of communication. As the internet is widely and easily available in rural areas, educational institutions can leverage digital marketing there as well. Objectives: The current study examines the digital platform preferences & engagements of SSLC/ 10th students studying in rural and semi-urban areas. Try to determine their preferred digital platform, the type of digital content they prefer, their linguistic comfort level on digital platforms, and the communication channel they commonly use, so the insights can be applied to digital marketing. Methodology: Purposive Sampling with Full Enumeration (Census) for School Students, and statistical crosstabulation is conducted across three schools having different management/financing types, affiliation boards and medium of instruction. Results & Analysis: Most students revealed that YouTube and WhatsApp are their go-to digital platforms, with Google Search close behind. Students are most drawn to videos, followed by testimonials and infographics. Around 89.61% stressed the importance of regional languages, saying they feel more comfortable when content is presented in Kannada. Conclusion: Digital marketing in education can be effectively implemented in rural areas considering the insights from the target audience.

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