|
| Who says mass media is dead? |
| Vanita Kohli-Khandekar / New Delhi Jun 16, 2010, 01:32 IST |
|
A survey on media consumption throws up a few surprises, along with staples.
Indians love watching television. More than 90 per cent of them, across age groups and cities, list that as their preferred medium of entertainment. An average of 60 per cent rank reading the newspaper as their next favourite activity. These and other heartening titbits are what a little known report, The State of the Media Democracy, released earlier this year from Deloitte, reveals.
The report publishes the results of a survey that Deloitte has been conducting, through a research agency, across the world for four years. The survey samples people between the age of 14 and 75 years in countries such as Brazil, the US, UK and India, among others. In India 2,000 people were surveyed in the latter part of 2009. (Click here for table PREFERRED MEDIA OF ENTERTAINMENT)
Though the sample size is very small and some of the findings are rather obvious, Ashesh Jani, media leader at Deloitte India, reckons it helps confirm things they knew instinctively about how media consumption happens. Much of what the report says also finds evidence in the Indian Reader Survey data. For instance, the fact is at 56 per cent, TV has the highest penetration among all media in India, and so it would get the maximum viewership.
The surprises point towards trends that quantitative research agencies and media audit firms have been talking about for some time but which haven’t yet become popular knowledge. For instance, the myth that women control the remote. The fact is that men (91 per cent) and women (93 per cent) are equally heavily into TV watching, says the Deloitte report. This tallies with TAM data for the last few years. It shows men are increasingly watching a lot more TV than they did earlier, though women dominate prime time.
The other surprise was the movie-watching incidence: On an average, about 50 per cent of those surveyed rated going to the movies as their third preferred medium of entertainment. This goes against the IRS data, which has shown that over the years the cinema watching habit (meaning seeing a film in a theatre) has been going down. Again, this confirms the fact that people consume films across a range of media — DVD, TV (satellite or pay per view), theatre and sometimes the internet. The Deloitte figure is higher because it captures people who are watching films outside of a theatre, too.
Incidentally, in the US survey, 70 per cent of those surveyed listed TV as their preferred medium. Others such as web-surfing and video games were also prominent.
|
|
|
|
|
|
|
|
|
|
 Read Business news in |  |
|
|
|
|
|
|
Advertisements |
|
|
|
|
|
|
|
|
|
|
Content Guide
