cover

story

listen & read
What media they watch decides what they will

What i watch,

MEDIA HABITS
All Males Females All
Institute School Shop Mobile Library 0.45 0.31 0.04 0.02 0.01

Males
0.44 0.36 0.06 0.03 0.01

Females
0.5 0.2 -

Popular social networking sites
Name & URL Orkut www.orkut.com MySpace www.myspace.com Hi5 www.hi5.com Blogger www.blogger.com Live Journal www.livejournal.com Yahoo! 360 http://360.yahoo.com Sulekha www.sulekha.com Last.fm http://last.fm Flickr www.flickr.com You Tube www.youtube.com del.icio.us http://del.icio.us
Source: BW Research

Description General social networking site General social networking site General social networking site Blogging domain Blogging domain Blogging and social networking site Desi blog network Social music networking site Photo sharing site Video sharing website Social bookmarking service

The TV channels I watch regularly#
Base: All respondents

All1 General entertainment channels Movie channels News and business Sports Music Cable channels DD channels Educational and knowledge based channels Cartoons Regional-Tamil

5,485 83.00 63.03 50.53 49.90 39.91 23.67 21.47 19.61 17.59 8.99

3,091 83.35 65.71 54.00 62.12 43.87 25.23 22.79 22.63 17.00 8.22

2,394 82.55 59.57 46.06 34.12 34.80 21.67 19.75 15.71 18.35 9.98

What I do on the Internet#
E-mail Chat Education/admissions General surfing/browsing Information (other than news) Search Job hunting Entertainment/recreation Downloading software/music Playing games News Instant messaging Sports 75.86 55.57 25.25 24.05 21.25 19.5 18.06 16.95 16.16 13.95 13.57 12.65 10.37 75.99 56.68 24.38 24.66 20.57 19.77 18.22 17.92 18.16 14.99 13.88 13.66 13.13 75.54 53 27.27 22.62 22.82 18.85 17.7 14.69 11.56 11.54 12.83 10.34 3.97

The average time I spend watching TV

On a weekday (min) On a weekend (min)
The newspapers I read regularly

106.84 100.72 114.74 143.30 139.44 148.28

A list of popular blogs and online youth ‘hangouts’
46.26 5.31 15.77 25.01 51.40 3.97 15.77 23.12 39.61 7.04 15.77 27.45 Blog name & URL India Uncut http://indiauncut.blogspot.com Kiruba.com www.kiruba.com GigaOM - Om Malik http://gigaom.com Desi Pundit - Group blog www.desipundit.com 18.43 0.98 7.75 10.02 22.34 0.4 3.34 8.08 13.39 1.72 13.44 12.53 Vantage point - Gaurav Sabnis http://gauravsabnis.blogspot.com Youth Curry - Rashmi Bansal http://youthcurry.blogspot.com Emergic- Rajesh Jain www.emergic.org Digital Inspiration - Amit Agarwal http://labnol.blogspot.com 31.1 7.6 75.78 92.91 29.18 8.8 76.57 93.05 Domain Maximus - Sidin http://sidin.blogspot.com Quick Online Tips www.quickonlinetips.com
Source: Blogsheet October 2006

Any English (min) Any Marathi (min) Any Hindi (min) Other regional (min)
The magazines I read regularly
Photographs: AMIT VERMA

Blog description Amit Verma’s personal blog Kiruba Shankar’s personal blog Om Malik’s blog on technology news and analysis Group blog on India, in English and Indian languages Gaurav Sabnis’ personal blog Rashmi Bansal’s blog on youth Rajesh Jain’s blog on emerging technologies, enterprises and markets Amit Agarwal’s blog on digital technology Sidin Vadukut’s personal blog Blog on technology news, blogging tips and web services

Any English (min/week) Any Marathi (min/week) Any Hindi (min/week) Other regional (min/week)
The average time I spend reading

A newspaper (min per day) 30.28 A magazine (hours per week) 8.18 The radio (min per weekday) 76.13 The radio (min per weekend) 92.97

Where I access the Internet
Base: All respondents who use Internet

Methodology and notes
604 52.69 34.65 13.67 2.05 1.59 1.2 The youth population in the markets this survey covers is 5.485 million. The sample size of 5,300 is fixed on the basis of the population proportionate to sample (PPS) method. It means that the sample represents the cities and target groups chosen. All the sample size totals in the tables refer to the weighted sample (1). The data has been weighted back to the (Indian Readership Survey) IRS universe. The IRS is a survey that Hansa does.

All Net cafe Home Office College Friend's home No response
1

2,001 58.26 26.92 19.43 2.69 0.61 0.49

1,397 60.67 23.58 21.92 2.97 0.19 0.19

Unless specified the base is all respondents. In many of the tables either the data has been added up or only the mean has been used or lists have been pruned to take only the top ten. The # sign means that the data is not exhaustive and has been repurposed. For the full tables and zonal break ups log onto to our website. DK/CS refers to respondents who said ‘don’t know’ or can’t say’.
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BUSINESSWORLD

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6 NOVEMBER 2006